Study on Factors Associated With Bounce Rates on Consumer Product Websites

Yun Fei Sng

Chapter 19 in Business Analytics:Progress on Applications in Asia Pacific, 2016, pp 526-546 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This paper explores one of the often-ignored metrics with regards to web analytics: bounce rate. The bounce rate of a website refers to the percentage of visitors who navigate away from the website after viewing only one page. High bounce rates indicate that a website is not sustaining the attention of its visitors, or could reflect a technical issue that is preventing visitors from moving forward through the site. This paper seeks to identify ways in which the bounce rate of a website can be reduced, through both qualitative and quantitative research methods, including site analysis and regression methods applied on available demographic and technical information.

Keywords: Business Analytics; Entrepreneurship; Big Data; Information Technology (search for similar items in EconPapers)
JEL-codes: L26 (search for similar items in EconPapers)
Date: 2016
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