¿El porcentaje de rebote es indicador de calidad de contenido?

Lo primero que te enseñan en un curso de comercio electrónico en cualquiera de sus modalidades es que el porcentaje de rebote es malo. Como muchos sabréis la tasa o porcentaje de rebote es un indicador pone en relación el número de usuarios que no hacen clic en nuestro sitio (se van) frente al total y suele utilizarse para conocer la calidad de los contenidos. Pues bien, hoy intentaré demostrar que el % rebote no es malo ni indica la calidad del contenido.

Imaginad un sitio de comercio electrónico cualquiera que cuenta con:

1) páginas de fichas de producto

2) páginas de listados de productos (por categorías)

Ahora imaginemos miles de usuarios que acceden a ese sitio buscando un producto y modelo concreto y aterrizan en esas páginas: unos usuarios caen en la ficha de producto y otros en el listado de la categoría correspondiente. Estos son los resultados de rebote y conversión:

Comparativa porcentaje de rebote

Las páginas de listados han tenido un porcentaje de rebote sensiblemente inferior a las fichas de producto, sin embargo la página que más ha convertido ha sido, como esperábamos, la ficha de producto. ¿Todavía os preguntáis por qué?

En las fichas se recoge toda la información del producto (modelo, descripción, información de precio y envío, opiniones, valoraciones, etc…) de forma que las acciones del usuario deben y están limitadas con su diseño web a:

  • Añadir al carrito el producto -> objetivo principal y que está priorizado en la ficha de producto (call-to-action)
  • Seguir navegando -> objetivo subordinado, plasmado en los breadcrumbs, productos relacionados, productos anteriormente vistos, etc.
  • Salir de la web -> que genera porcentaje de rebotey queremos evitar (pensad también en visitas comparativas de productos)

Por otra parte, en las páginas de listados esa información relativa a cada producto sólo es accesible haciendo clic sobre los productos de la lista: el usuario es más propenso a continuar su navegación hacia las fichas. Y además permiten al usuario elegir y ver muchos contenidos.

¿Significa eso que un listado es mejor que una ficha de producto por tener un porcentaje de rebote menor? ¿O que el listado es más relevante que la ficha de producto? ¿No sería mejor atender a toda la información en su cojunto? ¿Con qué página os quedáis? Ya lo tenéis.

En el caso de un blog, los porcentajes de rebote altos se justifican por el mismo motivo, la información (los artículos) están accesibles sin necesidad de hacer clic, para detectar un mal contenido es mejor interpretar el % de rebote junto con otros indicadores como el tiempo medio en la página.

Salud

130 opiniones en “¿El porcentaje de rebote es indicador de calidad de contenido?”

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