The Bounce-Conversion Grid

Below we've broken the plot area into 4 quadrants around the approximate center point of all of the pages' metrics.

Below is a table that discusses the characteristics of the 4 quadrants.

Quadrant	Bounce Rate	Conv Rate	Comments
A	High	High	Uncommon – despite a large percentage of visitors bouncing off of the page, we’re still experiencing an unusually high conversion rate for those visitors who do not bounce.
B	High	Low	Common – these pages experience a large percentage of visitors bouncing off of the site and a low conversion rate.
C	Low	Low	Uncommon – despite a low percentage of visitors bouncing off of the page, we’re seeing a lower than usual conversion rate.
D	Low	High	Common – these pages experience a low percentage of visitors bouncing off of the site and a high conversion rate.

Landing pages whose bounce rate and conversion rate metrics fall within quadrants B and D reflect the common pattern we'd expect; falling conversion rates as bounce rates increase. 

Let's focus on the other 2 quadrants that display an uncommon relationship between bounce and conversion rates and see what we can learn from the elements on those landing pages.

Click here to see why somtimes bounce rates and conversion rates don't move in opposite directions >