Bounce Rate Analytics Can Be a Waste of Time

I ran across Bounce Rate articles on the web recently and see that many people are wasting their time with this metric. A high bounce rate can be because: The referring website is low quality. This happens a lot with social media sites The search engine is sending traffic through its images feature The keyword…

Multivariate Testing and Online Dating

I know someone who had a dating service before the internet became popular. It was a very personalized service. She always had great stories (anonymous of course) and there was one in particular that has always stuck with me. Once she was yelled at by an irate customer. She had just come back from a…

Time on Site as a Meaningful Metric

Time on site is frequently used as a conversion proxy when conversions rates are too low to be statistically significant. Avianah Kaushik’s Occam’s Razor blog entry shows how to segment visitors to get meaningful actionable data. Here is a table showing different keywords. It is clear that keyword 4 has the best time on site.…