We all know that improving Quality Scores will generally do ‘good things’ for an account but Google is a little vague on exactly how to improve Quality Scores. While there definitely is a lot of material out there on how to increase Ad Text Relevance and Expected Clickthrough Rate, the recommendations on how to improve the Landing Page Experience score of a particular keyword are often vague.
Does Bounce Rate, Average Time On Site and Average Page Views Affect Landing Page Experience?
Seeing as though Bounce Rate, Average Time On Site and Average Page Views are available at keyword level, I decided to see if there was any correlation between these metrics and the score that Google assigns to a keyword’s Landing Page Experience. Here are my results:
To make sure the outcome of the test wasn’t due to a one off in one particular account, I did the test on four of our accounts and then grouped the data. Using a script I then obtained the Landing Page Experience, Bounce Rate, Average Time On Site and Average Page Views for each of our keywords. I then grouped the Bounce rate, Average Time On Site and Average Page Views by their Landing Page Experience score to see if there was any correlation between the Landing Page Experience score and the other metrics.
Here are the results:
This is what the table looks like when I grouped the data:
There appears to be a clear distinction between Bounce Rate improving as the Landing Page Experience score improves as well as Average Page Views increasing as the Landing Page Experience improves. There will of course be a number of other metrics that Google uses in order to assign a Landing Page Experience score to a keyword but could it be that two of the metrics that Google looks at are Bounce Rate and Average Page Views? After all a low Bounce Rate and high Average Page Views are some sort of indicator that the user is interacting well with the landing page and would therefore mean that the Experience of a Landing Page is good for a particular keyword. Working on reducing your site’s Bounce rate and also increasing the average page views should do good things for your site anyway in terms of increasing conversions but in addition to that, it may also improve your Quality Scores and therefore lower your CPCs.