Then you’ve been ‘bounced!
Bounce rate is the way web experts measure the number of visitors to your site who leave after viewing the page they landed on. Thanks to Google Analytics, you can measure the bounce rate on any one of your website pages. It’s the simplest way to tell if you’re website is hitting the mark.
A bounce rate of 50 per cent is common across the internet, when you get to 60 per cent there is cause for concern and if it gets in the 80s then the alarm bells should be ringing.
Getting customers to come back to your site is one thing, but tightening up your bounce rate will improve your website’s performance and, we hope, your conversion rate for those all-important sales!
The shopper has landed
First impressions count and the landing page your customers arrive at will ultimately determine whether or not they stick around. If you are involved in a pay-per click campaign, a dedicated page (not your usual homepage) that people land on is a good idea, as it can contain the specific offer or information that prompted your customer to click.
Is your browser fit for purpose? Your website may have been designed with one type of browser in mind and might not be operating properly in another. Good analytics can identify where the problems are.
Are you asking customers to take part in surveys, are they being bombarded with information within seconds of landing on your site? Be nice, give them a chance! Basically, intrusive interruptions to the customer experience cause irritation and could encourage them to go elsewhere and discourage them from coming back.
Actions speak loudly
Effective calls to action on your landing page are a must. Don’t be vague, and say what you mean. Include the price or figure if there’s a discount and it’s always a good idea to ask people to ‘book, call or buy now’. After all, it’s what you want them to do!
Practice makes perfect
Don’t guess and never assume – find out! Multivariate testing lets you have several pages all being fed from the same link or keywords. Customers can be directed to a specific page by searching for a specific word or by clicking on your ad. It should give you a better understanding of what is working and what isn’t.
It takes time and effort to come up with good landing pages. But if you get them right, your bounce rate will improve and, with luck, sales will follow.