Google Analytics defines bounce rate as “the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” Wikipedia defines it as “the percentage of initial visitors to a site who bounce away to a different site, rather than continue on to other pages within the same site.”
Both of these above definitions basically say the same thing. What a marketer needs to know is that the lower the bounce rate, the better. So what is considered a good bounce rate? There are actually many different opinions on this. Some experts say that 50% is average and anything lower is considered above average. Others say that a number below 30% is what you should be striving for.
Monitoring your bounce rate can be a very valuable tool, but also a bit misleading and therefore should definitely not be the only way you are measuring your performance. A high bounce rate typically translates into a visitor that was not sufficiently engaged and left your site without so much as visiting a second page. A high bounce rate is also an indication that your visitor was not as qualified as you had hoped for.
That being said, this may not always hold true for lead generation sites. Think about it this way…lets say that you’re running a Pay per Click (PPC) Campaign, you have a lead generation site and you are sending visitors directly to your form page. If a visitor fills out the form and your website is not configured correctly (in other words, the URL does not change when the form is filled out), this could result in a “bounce” when in actuality, your searcher completed the desired action item. This often occurs with blogs, as well. Visitors will reach your blog, read all of the way through and then exit when done. For this reason, blogs tend to have a high bounce rate, as well.
While I encourage you to pay attention to your bounce rate, as it can be a useful way to gauge progress, other factors should also considered, such as time on site, landing page quality, percentage of new visitors, etc.
With the 2009 Holiday season behind us many ecommerce businesses will see a sharp decline in their sales. So how can ecommerce retailers still bring in revenue without feeling the pinch of the slow economy? The answer is; incentives, incentives, incentives.
Ecommerce retailers should be especially attentive to product prices. Even though the holiday season is over, it is still important to be competitive and aggressive. Searchers are always looking for the best deal regardless of the time of year.
Use ad copy such as, ‘after holiday free shipping’ to entice customers to purchase. If free shipping is not an option, perhaps charge a small fee to ship regardless of the order size. For example, charge $1 to ship anywhere in the continental U.S. This promotion depends greatly on the size and weight of the products you will be shipping.
Is free shipping not an option? Try offering a free gift with purchase. This is a great way to move old inventory. Gift with purchases increase the customer’s perceived value of the overall purchase. You can also offer a gift certificate for a small amount for the shopper to use on their next purchase. Not only does this give your customer an incentive to return, but also helps build loyalty to your site.
Another way to capture shoppers is to consider specials for upcoming holidays. For example offer special deals or savings for Presidents or Valentine’s Day.
Although times are tough and the economy is still sluggish; you can still be a shinning star in your industry by thinking outside the box. Now is your opportunity to attract new customers, as well as retain old ones. Whatever promotion you decide to utilize, be sure that your efforts are reflected in your search engine marketing campaigns. Remember to keep to the message cohesive between your site and your ppc ads. With the amount of people searching on Google, Bing and Yahoo you can get your 2010 sales started off with a bang.
If you’re an Online Retailer, you should be quite busy right now. Fulfilling all web orders, ensuring your inventory is stocked, shipping in time for Christmas and handling any customer service issues. If you aren’t busy, something is very wrong! I encourage you to take a step back and evaluate your online marketing efforts. This is pretty much “do or die time” for Ecommerce websites and also a huge opportunity to get a boost of revenue from holiday sales.
So how can you ensure that you’re doing all you can to maximize any holiday sales looming out there in cyber world? Here are a few tips that can be implemented rather quickly:
Send out an email blast to your client base with a captivating subject.
Examples: It’s Not Too Late To Shop For Xmas! There’s Still Time To Shop For Gifts! Beat The Cold With Free Shipping! Special Holiday Discounts For Repeat Customers! Free Gift Card With Every Purchase!
Offer an additional incentive within your Ad Copy. Examples: 15% Off, Free Shipping and Coupon Codes (which are a great way to lure visitors to your site and can be easily tracked) will make your ad copy stand out more.
Get the point? Don’t be left out in the cold by your competition. Check out what they are offering by doing some searching of your own. Your loyal customers deserve to get rewarded for their loyalty and everyone can use a little holiday cheer!