Earlier in the year we had a presentation from 6S marketing about the power of Google Analytics. Since then, I have been hearing a lot about it. It seems to be an even more powerful tool than I initially thought, and many more companies than I initially understood rely heavily on data collected by Google Analytics for their long and short-term online strategy. With this groundbreaking insight I decided to look more into the power of Google Analytics – while, like any advanced software it takes years to properly understand, there are things we can do to get us started. In this blog I will focus on the most basic metric offered by Google Analytics: the bounce rate.
Once we know what our bounce rate is, what exactly can we do from there? From the 6S marketing presentation, we learned a decent bounce rate is between 40-60 percent, but what exactly does a high (or low) number tell us? How can we use it to make changes that will ultimately increase conversions? I came across a blog that answers those exact questions
1) Set a baseline for a good bounce rate
The article mentions that every website is different and a high bounce rate for one website may actually be decent for another. Setting a baseline allows you to determine what is normal (or abnormal) for you and determine whether you need to make changes to how consumers experience your website.
2. Lower your bounce rate by improving usability
Usability is one thing I briefly mentioned in one of my earlier blogs. Consumers need to be able to find what they want on your website, and quickly. If they can’t they will look elsewhere. It really is as simple as that.
3. Switch up site content
Content ties in with usability. What consumers want to find quickly should actually exist on your website. This may mean doing market research to find out exactly what consumers are looking for from your brand. For example, if you are a brand that wants to emphasize your CSR initiatives, make sure the information you provide is current so that consumers can actually learn more about what it is you are doing.
4. Take note of variations between bounce rates
Specifically when you change things. If you initiate a Facebook campaign and your bounce rate changes significantly it means that people are actually listening (or not listening) to what you have to say. Read and react appropriately.
5. Make your keyword profile more than a chalk outline
The article recommends doing a “keyword profile” for your business regularly. This will help with search engine optimization as it will show you where you are weak and what you can improve on.
For more about the bounce rate, check out this video:
If you want to learn more about Google Analytics check out this blog: