Supplyant

Google analytics is one of those tools that gives you a real insight into whats happening on your website. We build it into every site we produce. When you look at optimising your site, bounce rate is one of those key measures that tells you how well people are liking what they see.

Bounce rate describes a visitor to your site that goes to a single page then leaves the site. This is normally down to:

• They have seen a good headline on google but when they get there it doesnt fit
• The page has nothing of interest to them on it
• An automated programme has been visiting your site
• The page is full of links to other sites which take them off your site

Look at the example below from potn.com

The above shows some of the high traffic pages on the site this week.

Key action points:

• The keyword potn has a low bounce rate, not much point in optimising this one
• The keyword lenso bsx has a higher bounce rate worth a look
• Look at high traffic pages with a big bounce rate as the first port of call, an improvement here will have the biggest impact
• Overall POTN’s bounce rate has improved by 17% this week, looks like Robs been working hard on it

Google.com analytics specialist Avinash Kaushik has stated:

“It is really hard to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying.”

If your getting over 50′s the page is not good enough, and needs to be better suited to its visitors.

Theres a golden rule when thinking about how your site should look or even when writing content for your site. Think about your customer tuning into WII FM (Whats In It For Me).

WII FM isnt a radio station but a smart reciever inside your customers head. Your customers WII FM reciever is a smart bit of technology:

It tunes out:

• Information about your company
• Your capabilities
• The services you provide

It tunes in:

• How does this help me
• Will it make me feel better
• Is it going to solve my problem

Sometimes its easy to forget this simple sales principle. People buy to meet needs or solve problems. To get them to buy from you we need to clearly address which of these two things matters most to them.

How about an example
Spax Competition Suspension is a great british brand in with an awesome history in  motor racing.  Its real race suspension that  has been modified to offer great performance for road cars too.

Pushing the message that Spax “gets you round corners quicker” resulted in sales increases of over 15%.  This change made  enough difference to sales that we actually decided to make it the biggest piece of text on the whole site, resulting in even bigger increases. Established in 1970 does not solve my problem.

Remember:
If your looking at your site, an advert or an article remember to picture youself as your customer, look at it and say  “Whats In It For Me?”

The world is moving pretty damn fast nowadays.

Hit the play button and see just how fast.