When it comes to content marketing there are so many ways you can generate visitors to your content.

Unfortunately there’s one simple mistake that a lot of people make when it comes to analyzing their content marketing efforts. So if you’re as serious as I am about constantly tweaking and optimizing your content marketing efforts for efficiency then don’t ignore this simple way to make your efforts more efficient.

Traffic Analysis Mistake – Mo’ Bounce Rate, Mo’ Problems!

Could it be possible that the biggest mistake we’re all making in analyzing our referrals is as simple as ignoring a glaringly obvious use for determining effectiveness of our content marketing efforts?

Bounce rate is a good indicator of many things and in my opinion one of the best ways to determine the validity of your content marketing efforts.

The percentage of your visitors who leave your site before visiting an additional page is what bounce rate measures.

When you’re checking out your referrals in Google Analytics it’s going to give you a breakdown of how many visitors you’ve received and from what sources. In these columns you’ll also get your bounce rate percentage.

In the past I’ve glided over this statistic and simply attributed a higher bounce rate to poor site design. Essentially ignoring the incredible opportunity for improving our content marketing strategy that bounce rate can give us – when we look at it in the right way!

I’ve got to admit I’ve not heard many people talk about this and so for this reason could it be the biggest mistake we’re all making? Not looking at bounce rate through the eyes of deciding what marketing channels are truly effective?

The thing is though is we can take it even further than this and we can think about bounce rate in two important ways.

Two Ways To Use Bounce Rate To Improve Your Content Marketing Strategy:

Which one of these will be most relevant to you depends a lot on what research you’ve already completed for your target audience.

The truth is you should already know who your target audience is when you map out an initial content strategy but it’s not always that simple…

If you have a rough idea of your intended audience then you can still potentially have many sites that they are present on that you would want to target for marketing activities in your content marketing efforts.

There may be even more refined demographics within your target audience that would be more receptive to your content and this is how our first bounce rate use can improve your content marketing efforts.

To get started you need to compare the bounce rates of the referring sites you’re generating traffic from.

1.) Determine whether your efforts are justified

Bruce Lee said:

“It’s not the daily increase but daily decrease. Hack away at the unessential.”

What sites that you’re promoting on have the lowest bounce rate? Take note of this because this is where you’re getting the most success for your content marketing efforts.

This is particularly indicative of how much the audience you’re connecting with enjoy your content and so long as these sites are providing visitors from your actual intended target market then this method is definitely for you.

You need to look at bounce rate in this case by analyzing and comparing. You can remove certain poor performing sites from the task list in your content marketing strategy in order to re-focus your time on areas that are already working.

Don’t forget that time is extremely precious and if the bounce rate is particularly high on a certain site and it’s not tailored specifically to your target market then you can certainly afford to drop it.

2.) If you know your target market is on a site with a higher bounce rate from referrals do you drop it or do you look at your content?

You could be looking at a bad bounce rate from a referral source that you know has your target market on it.

When this is the case it may not be a problem with your faith in promoting there but it could be a problem with your content. If your content doesn’t add value to your visitors by solving a problem for them then they’re already on their way out.

Rather than drop a site like this I would use this as an opportunity to improve my content and use the bounce rate as an effective gauge to analyze how good my content is in the eyes of my target market.

When you get data like this it’s very indicative that there is a problem with your content… This may mean you’re not providing adequate information to solve their problem or perhaps you’re not giving them enough direction from there to find out more. In most cases I find it’s the former issue at fault.

A lot of clever and savvy marketers still ignore this and continue on with the same content and their bounce rates don’t improve. If this is the case for referring sites within your target market you’re setting yourself up for a hard time of it if you don’t address your content.


These are just two really simple but essential considerations you need to think about when looking at bounce rate on your site.

Don’t ignore just how much using bounce rate in this way can improve your content marketing effectiveness and in the case when a bad bounce rate isn’t a content marketing fault it’s more likely to be a content creation strategy fault. This means that using bounce rate can quickly identify weaknesses in your content marketing or creation strategy very quickly and allows you the opportunity to understand what the solutions might be.

Doing this shouldn’t be anything but a mandatory task for anyone interested in analyzing their content marketing efforts.

Do you agree ignoring using bounce rate in this way could be the biggest content marketing analysis mistake there is? Let me know in the comments.