Failure rate analysis involves the collection and comparison of data related to user failure statistics. It is based on this criterion that search engines evaluate the quality of sites. And it is a large number of failures that can become an obstacle to the successful promotion of the site. What is estimated by search engines as a user failure?
A visit to the site, in which the user views no more than one page and returns to delivery, qualifies the search engine as a denial.
The evaluation of the bounce rate for each site is measured as a percentage of the total number of visits and is one of the most important indicators of the quality and thematic of a web resource.
Analysis of the failure rate involves the calculation of two parameters:
- traffic sources (failure rate for each specific source is calculated)
- Site pages.
It is important to take into account that for various topics and requests, there are norms for user failure rates. In particular, a failure rate of 20–35% is considered an average norm.
But for online stores, this threshold will be lower – about 15 – 25%, and for information sites and blogs – much higher, about 50% or more.
The same goes for estimating traffic sources. In particular, traffic from search results has different bounce rates for blogs, information sites, and online stores.
And for blogs, it will traditionally be higher than the standard 50% and can reach 80% bounce rates.
Well, of course, you can’t consider reliable bounce statistics for sites with low traffic.
If your web resource doesn’t get visitors, namely, if its failure rate is higher than the average for the category, you should think about making changes to the requests used to promote it or finding other sources of influence.
You can do this using the web services Yandex. Metrica and Google Analytics.
Watch the video on How to add Yandex metrics to WordPress:
The failure rate should not be considered the only valid evaluation criterion. Analyze the page for such indicators like the time spent by one visitor.
A significant part of visitors can only view the page that meets the purpose of the transition, after which it leaves the site without returning to the issuance.
And this percentage of visits cannot be attributed to failure rates since they were not useless to users.
What page analysis metrics can be considered alarming? Those that tend to meet two criteria:
- A large number of failures
- Short time on site.
But even in this case, it is important to consider that failure may not mean a lack of conversion. For example, a visitor can use the contact information from the site Content Com Android Browser Home – in this case, there should be an increase in the number of calls or calls from customers directly to the office (if this is the organization’s site).
It is also important to consider that the motivating pages of the site indicators can be completely different. So, for special offers or contact pages, short-term viewing is the norm.
By eliminating all influence factors that are not directly related to the problems of user failure, you can get an objective analysis of the problem pages of the site and identify requests or traffic sources that give high failure rates, Read also best Pubg pc game.