Here’s an excerpt for you:
Teams often start with the metrics that come out of the box. Tools like Google Analytics come with metrics that have important sounding names, like Unique Visitors, Bounce Rate, and Time on Page. However, most teams quickly realize these metrics don’t actually track anything that’s meaningful to the users’ experience.
Sure, the Bounce Rate, which supposes to measure whether someone leaves the site immediately or stays, sounds like something important about how people interact with design. (I say ‘supposes to measure’ because it only does so if the site has been correctly instrumented and that, it turns out, rarely happens.) Did the person who left the site do so because they were confused and gave up? Or was it because the site did exactly what it was supposed to and they were happily moving along in their adventure?
A high Bounce Rate might be ‘bad’ (and warrant being lowered) or the same rate might be ‘good’ (and warrant doing more of the same). We can’t tell which from this number.
Bounce rate isn’t the only culprit in the out-of-the-box metrics. All of them are.
Read the article: UX Metrics: Identify Trackable Footprints and Avoid the Woozles
How does your team utilize UX metrics? Share your thoughts with us below.