Understanding Bounce rate
First off, according to Google Analytics:
“Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).”
Important caveat: Bounce rate in GA is actually calculated as a single “pixel download” (_utm.gif) per session. So if you trigger a subsequent custom event, you could be inadvertently disguising an actual bounce since events also trigger pixel downloads by default. You can override this behavior by using “non-interaction” events .
On a news site, blog, or any site where Ad impressions are a revenue producing goal, Bounce Rate can be a key indicator. If you haven’t really dug into how Exit Rates differ, you should give Exit Rate vs Bounce Rate a read. Why do we care? Because by simply reducing bounce rate (without decreasing user sessions) we would directly increase overall Pageviews. Yay Goals!
What is Exit Intent?
Exit Intent is just a way to detect a user navigating towards the top of the browser in a way that suggests they are about to leave your website. Pretty simple actually. Targeting users with “Exit Intent”
Good idea for publishers?
So this is all cool stuff that COULD be easily tested on your site in a non-invasive way, but the real question (for me) is how this tactic should be used on a news site or blog and whether the impact would be worth the effort. Either way, I plan to test out this technique in a few different ways to entice visitors to click “one more time”. Possible techniques could use; ‘Breaking News’, related stories, or a targeted newsletter signup.