I am interested in getting input on best practice approaches for measuring website bounce rate (and user experience).
We utilize Omniture as our website metrics tracking application. Within Omniture there is a standard definition of bounce rate that is defined by whether or not a user completes a second Omniture load event, which typically involves the user going to a second page. We have also implemented a second measurement that tells us the percentage of users who leave before spending five seconds on their first visited page.
Our goals are to:
-Determine if we are providing a strong user experience
-Understand the signals our site usage behavior sends to external sites, such as search engines
In many cases, a user can visit our site on a specific landing page, have a rewarding experience (in terms of consuming useful content) and then leave without visiting a second page. This counts as a bounce under some definitions of bounce rate (omniture's default), but not under others.
In short, I am wondering if anyone has input on bounce rate or user behavior measurements that they have used to identify the usefulness of a website landing page to a visiting user.