Bounce Rate – the most popular two words in Web Analytics today. It’s become a cliche, a catch-phrase if you will. Everyone is talking about Bounce Rate and how good, how bad, how low or how high it is, and quite a number of folks have started to use Bounce Rate as an evaluation metric for success. I can safely speak for everyone involved with Google Analytics when I extend a huge “Thank You!” to all of you who have embraced it!
Interestingly, Bounce Rate is one of the only metrics in Web Analytics that we want less of. We want lower bounce rates, not higher, and fewer bounces, not more. A question I get asked at least three times a week by clients and co-workers alike is “How do we lower our Bounce Rate?” There are a lot of things that you can do, but there are only so many options that have proven to be effective over time. Today, let me share with you five different things that you can do – today – to start decreasing your bounce rate, by keeping your website’s visitors engaged with your website.
1. A “Higher” Call-To-Action
Have you ever heard the expression “Out of Sight, Out of Mind“? A persuasive and engaging call-to-action that is very low on a page, say, below the fold of a page, can cause visitors to lose focus and get distracted by your content / video / latest web 2.0 toy, which may cause the visitor to hit the back button or close their browser before visiting the next page on your site. No matter how nice of a call-to-action you have and no matter how attractive the offer or pitch may be, it needs to be highly visible to your website’s audience so that they can react (positively) to it and click on it, thereby lower the number of folks who bounce off of the page.
2. A Sync with your Ads and your Landing Pages
No, I’m not talking about N’Sync – I’m talking about a strong connection between the ads and the messaging you are using with the page that you are directing all of your future visitors to go to. One of the biggest factors that could be driving your Bounce Rates higher and higher is a mixed message that you are sending to your potential visitors. For example, if your ad copy says “15% Off!”, you need to make sure that “15% Off!” is the very first thing that a visitor sees when they hit your website. If you have “multiple sizes and colors available”, direct the visitor to a page where they can choose their favorite color and the right size. Using a promo code in your ad? Create a unique landing page and have the promo code appear right away on the page, so that visitors will feel the connection between your marketing message and what’s really happening on the website.
3. Improper Tagging on your Website Pages
A silent but very deadly killer, untagged pages of your website can only do your website harm. When some pages are missing the Google Analytics Tracking Code, visitors reaching those pages will have their referral cookie updated, thereby resetting information like “google / organic”, the campaign, and the keyword they used to reach you. At all times, when uploading a new page or section to your site, stop and make sure that the Google Analytics Tracking Code is present on your new page(s) first before uploading. This will save you a lot of head-scratching, unnecessary report ugliness, and will decrease your Bounce Rate, all at the same time!
4. Writing for your audience
Khrysti / SEO Team – I haven’t forgotten about you, because I am still writing “Content Is King!” That statement definitely translates to the Analytics side of things, and helps reduce your Bounce Rate. Use a combination of Google Insights for Search, Google Ad Planner and Google Trends for Websites to get an idea of the type of traffic that your website can receive, as well as valuable demographic information which could represent your future audience. Once you are comfortable with the type of audience and volume you expect to receive, write your website’s content appropriately and specifically targeted, so that visitors will feel a connection with what you’re saying. To use an exaggerated example, you wouldn’t want to talk about the fashion stylings of the cast of “The Hills” if your website sells motorcycle insurance (This, unfortunately, happens a lot on the web and it leads to a high number of bounces).
5. Testing, Testing, 1…2…3!
Finally, it’s essential that you incorporate some program of testing and experimentation on your website on a weekly or monthly basis. Each and every week (or few weeks), you should think about some element of your website or some element of an advertisement that you’ll want to experiment with, to see which version is the more profitable and successful one. Google Website Optimizer is a fantastic product where you can easily create as many experiments as you’d like, and see clear results in no time. You can also create a Website Optimizer experiment from start to finish in well under 10 minutes, which means you won’t have to be bogged down with hours of set-up and design time. Testing and experimentation with Google Website Optimizer is one of the best ways to decrease your Bounce Rate over the long-run, while sky-rocketing your conversion rates at the same time!
So there you have it – 5 great things that you can do today to start lowering your Bounce Rate, keeping your website’s visitors engaged, focused, and happy with you!
Dear Sir / Madam,
You may be very surprised on receiving this letter from me, since we have never met before. My name is barrister Joe Teixeira, a Malaysian national and personal representative to my client, Google Analytics.
The reason that I write to you is of the utmost importance. I need your help in securing the funds that your website can bring to you, before the National Bank of Malaysia closes the account. The funds in my client’s account are estimated to be valued at ONE HUNDRED FORTY MILLION UNITED STATES DOLLARS, which have been deposited in your name as the next of kin, provided you agree to the terms outlined below.
The bank has issued me a third and final notice to contact the next of kin (you), or the Google Analytics account will be declared unserviceable and the funds will be dispersed to the treasury department. All efforts to get a hold of someone else have failed – you are the last person I could find to contact.
I am asking you for your due diligence, and advise you to perform the following actions on your website to increase your Ecommerce Revenue by ONE HUNDRED THOUSAND PERCENT:
1. Design a clear “Call-To-Action” on your website’s homepage, and pay-per-click landing pages,
2. Continually refine, test, and optimize your landing page, your CPC ads, your keywords, you keyword’s match types, and any other settings possible,
3. Use Google Website Optimizer to conduct A/B or Multivariate experiments to boost conversions and increase revenue,
4. Test out different selling propositions, conversion incentives, ad titles, and anything else outlined in this blog post,
5. Install Google Analytics Ecommerce Tracking Code, and perform Traffic Source, Campaign, and Keyword-level analysis, focusing on revenue, average order value, and conversion rate,
6. Offer a clean, easy-to-use and friendly Ecommerce Shopping Cart, with flexible payment options, clear pricing sub-totals and grand totals, and smooth page-to-page transitions,
7. Provide discount coupons and promotional codes for all return customers,
8. Work to provide fast, reliable, secure shipping and delivery confirmation of purchased products.
When these elements are achieved, and a culture of testing and optimization has been successfully instilled in your company, we will share the funds on a mutually agreed percentage, as my client outlined in his will.
The intended transaction will be executed under a legitimate arrangement that will protect you from any infraction of laws. Please accept my sincere apology if this proposition offends your moral ethics. Please kindly get back to me if you wish to achieve this goal with me.
Barrister Joe Teixeira, Esq.
Google Analytics Authorized Consultants
+01 561 620 9682
Every Wednesday, I sit down and interview different metrics or report sections from Google Analytics. I ask the tough questions – and I expect straight answers! (This, obviously, is a fictional interview. However, if metrics or reports could talk and be interviewed, this is how I imagine their personalities being and how they would answer my questions. Hopefully this will be a fresh, interesting way to learn about the wonderful world of Google Analytics in a unique way).
Joe Teixeira: “Mr. Average Time on Site…how are things?”
Average Time on Site: “…Average…”
JT: “What’s with the sunglasses?”
ATOS: “…It’s bright in here…”
JT: “Well those are just the studio lights…I can have them turned down if you…”
ATOS: “No…it’s cool.”
JT: “Ummm…OK. Well let me ask you my first question. Can you explain to everyone exactly how you are calculated?”
ATOS: [Turns Away in Disgust and Rolls Eyes] “Man…come on, man. Why you gotta play me like that? Everybody knows it’s up to __utmb and __utmc to calculate the difference between the time stamps of each page. I ain’t got nuthin’ to do with any of that.”
JT: “So, two cookies – __utmb and __utmc – they calculate you…”
ATOS: “Yeah, man…”
JT: “…and the difference between each time stamp on each page is the time a user spent on that page…”
JT: “…and then the Average Time on Site is the sum of all of the time a user – or groups of users – spent on the pages of a site, divided by the number of pages viewed.”
ATOS: “…something like that. If you know all this, how come you’re asking me, man?”
JT: “Because I wanted to hear what you’d have to say about it…”
ATOS: [Becoming more frustrated] “Look, man, this is how it goes down, a’ight? If somebody bounces from a landing page, guess what happens? I become an average of 0:00:00, because there ain’t no second timestamp to go by, so [pointing to the ceiling] the big man upstairs [GA] can’t give me credit for my time. It ain’t my fault, I’m just doing my job around here.”
JT: “So you really have a problem with this. What about people that leave their computers on and go to lunch, or go to a meeting?”
ATOS: “It’s the same thing, except backwards. Let’s say somebody goes to lunch for an hour and they leave they browser on…after 29 minutes of what they like to call “inactivity”, I stop counting. This happens ALL THE TIME, man. It just ain’t right! If they time me out, no second timestamp happens, which again means the average time for that page becomes 0:00:00.”
JT: “What I’m gathering from you is the message you’re trying to convey here is for people who look at you, and use you in their reports and presentations, to take you with a grain of salt…to use your number precariously.”
ATOS: “Well I don’t know what “precariously” means…but yeah, don’t do that.”
JT: “Last week, I talked briefly to Bounce Rate about setVar, and how his change in classification has impacted him. How has the update to setVar affected you?”
ATOS: “Man, it’s about time they did somethin’ about that. setVar ain’t nothing but a greedy metric, man. I’ve been tryin’ to tell people about setVar, and how it was being counted as an interaction hit, but they weren’t listening to me…but finally they took care of some business and straightened things out.”
JT: “Well, thanks a lot for your time…”
ATOS: “Oh, shoot – we done already?”
JT: “Yeah, I’m sorry…”
ATOS: “C’mon, man…I get paid by the second…”
JT: “Sorry, ATOS…maybe some other time.”
ATOS: “…whatever, man. That’s what everyone always says: “Time”. More time, less time, average time…everyone always wants to know about time. People need to just chill for a second and look at everything else, not just me…”
JT: “Well…thanks again [I start getting up].”
Wednesday Interview Series:
February 11, 2009: Bounce Rate