The Internet penetration for Canada is 84%%
The landing page bounce rate for site A is 44%.
Is the bounce rate for site A unacceptably high?
Your opinion is heavily swayed by the previous fact, whether you’re conscious of it or not.
The tendency of humans to anchor and adjust is insidious. Even if you hear a number that has nothing to do with the question in question, it’s going to color future perceptions.
Why am I so concerned about this?
Consider how it can impact business decisions:
If people get it into their heads that 40 cents is a really good CPC based on some previous campaign – that becomes the anchor. Then, suddenly, a 4 dollar keyword looks really extravagant. But based on what? The previous 40 cent anchor? What of downstream conversion? What about loyal customer conversion?
I’m saying that the phenomenon is real, and you should be aware of it.