I’m sure you have Google Analytics set up on your site.
If not you need to set it up TODAY! https://support.google.com/analytics/answer/1008080?hl=en
But what does it all mean? And how do you know what the numbers mean?
You could be getting a ton of great traffic and converting none of that into PAYING customers.
But you wouldn’t know it if you can’t understand your analytics.
So here is our quick guide
defined by Google it is “Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).”
Total number of visits viewing one page only / Total visits to the page = Bounce Rate
So you’re a business owner with a service or product you’re selling. You’re website is a way for potential customers to learn more about you and call/opt-in. What can you expect for bounce rates?
Industry standards state somewhere between 20-40%
If you’re inside those rates you really have nothing to be concerned about.
How can you improve that though? Because the lower the number the better.
Clear call to actions. Often times it can be overwhelming to land on a site with a bunch of links but no specific place to start. The quickest fix would be to make sure your navigation makes sense. Simplicity is key. Having 4 links instead of 14 really makes a huge difference. You’d rather have a lower bounce rate than displaying to many options to confuse customers.
It’s really important for you to know where the traffic from your website comes from. Is it organic search? Referral traffic? Social media?
It’s important to understand HOW people are getting to your site. It gives you a better sense of who your visitors are and where they are at in there search for your service/product. Also, to make sure you retain those visitors. If you have a lot of traffic from social media. Keep posting.
Behavior / Site Content / All Pages
What are your most popular pages? (probably not what you thought huh?)
Take a look and then improve them! Add content. Add images. Put in a relevant case study. ANd most importantly a CALL TO ACTION. Give them something to do. Call, email, download, get access to…
I often see an about page or something similar as one of the most popular pages. And if you just tell about yourself as the owner and your team you’re missing out Although it’s important for people to “get to know you” it also needs to seek your business and have a call to action. Tell your visitors why they are at the site and what you can do for them (always with a call to action)
Audience / Geo / Location
If you’re a local regional business you need to care about one thing. Traffic from people in your area.
If your traffic is coming from all over the US you need to change. You’re SEO or your advertising isn’t working. Work on your targeting to just bring in the visitors that matter.
Start adding your location (and cities around your main target) to the content on your pages.