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Certain keywords are going to perform better. Check out these improvement points, modify the contents, and test it. Continuously improve and optimize to better meet the goal of your site.
Non-transactional websites don’t have transactions on the site making it difficult to understand the value of the goal. I hope this helped you to start thinking about trying to accomplish better decisions
Bounce rate can be calculated from site level and individual page level. According to Google Analytics help, Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
You might want to know how PPC campaign performed. WAA had an interesting article on 10 simple ways to use web analytics to optimize the PPC campaigns.
This is a great view to show what keywords visitors are using to come to the site and understand which keywords generate traffic. Additionally, the pages per visit will show you if your content provided to those visitors who used the keywords to enter the site, generated interests to view other pages.
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