People tend to look at bounce rate as an indicator of whether a page is working, but bounce rate doesn’t always mean something is wrong. Bounce rate means more than just people leaving the page immediately after landing on it. Bounce rate is determined by whether a visitor fires an additional page view or engages with an interactive feature on the page, like a call to action (CTA) or video.
Bounce rate can also be skewed if certain events aren’t tagged properly on the site, which can make this metric useless.
Another example of a metric you can take out of context and use incorrectly is average time on page and site. If the goal of a campaign is to get a visitor to land on a particular page on your site, and then click toward a different site for whatever reason, then key metrics to look at will be different.
The goal in this example is to not necessarily have this person spend that long on the current page or site, so metrics such as time on page, time on site, or pages viewed/visited will be misleading. Metrics that will likely determine success will be an accurate bounce rate percentage and clicks on CTAs.
The goal of the page is to not linger on the page or the site for too long because that would indicate the visitor isn’t taking action to move through the particular goal funnel. This is why time metrics won’t be useful in this scenario. Many times, people will assume that higher-than-average time spent on the page or site would indicate success. But the goal here is to move people along to the next site. So in reality, a higher time spent on site and a lower bounce rate would not be an indicator of success, but instead reveal that CTAs are too far down the page, or that content on the page isn’t convincing enough to lead to a CTA click.