This is unusually stupid work product from Google, a company that prides itself on the quality of its thinking. Obviously, bounce rate includes a very large number of people who achieved their goal and found the piece of information they needed. Hasn’t Google ever heard of “user-centered design”?
Stickiness can be the opposite of user-centered, it can be a measure of how successfully the website distracts the user from their original goal. Is that good?
Bounce rate is insightful because from the perspective of a website visitor, it measures this phenomenon: “I came; I puked; I left.” (OK, technically it also means the number of sessions with just one pageview.) While metrics like visitors show the number of people who came to your site, bounce rate will tell you how many of those people were unimpressed and left your site without taking any action (not even dignifying the site with a single click!).
via Official Google Blog: Stop bouncing: tips for website success.
Avinash Kaushik, Analytics Evangelist
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