Mark Williams attempts to clear up questions on bounce rate and time on page. He believes many times these metrics are misinterpreted, so he provides insight on using them properly. For example:
Analyze bounce rates "page-by-page" because each page on your site has a different goal.
Take, for instance, the landing page, which is designed to have visitors take some form of action
such as buy a product, fill out a form, or download a whitepaper. Williams suggests that if you view the landing page as the gateway to the site that qualifies and collects information from customers,
you should have different expectations for the landing page's bounce rate than that of your homepage.
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