Interstitial Bounce vs normal bounces
Let’s us keep Google as a company beside and talk about its user and their course of action in case of encountering an interstitial page. A case of interstitial bounce is simple:
“A user doesn’t see what he was looking for after clicking the first search result (rather he sees a interstitial page), as a natural response he will hit the back button and look for other results, leading to a Interstitial Bounce”
Google expects the first result to be the most credible source. Like the user, Google too hates when the most credible source betrays. Consequently, this best source after encountering a number of short clicks will make Google to demote its ranking.
On the other hand, the normal bounce rates are much better. At least the user lands on the destination and only bounces back when he don’t find the information relevant enough. Those bounces are users generated, based on their personal taste, and are tolerable to an extent. But not Interstitial Bounces, they are ugly; they simply betray the users by landing them in a completely different page to what promised by a search engine.
Install rates will surge for sure, but what about the search experience, isn’t it destroyed. For example, if your bounce rate before applying an interstitial element was 50% and after applying them, it jumps to 60%. Then the effective true bounce rate is 80% as merely 20% of the users can get to the proceeding page.
