Are You Watching Your Web Site Stats?
You need to pay close attention to what your Web site statistics are telling you. There are pieces to a story buried in your data. The more you dig, the more of that story you will learn. For example, here are some of the types of things you can learn:
What keywords are profitable? This is especially relevant when using paid search. With paid search, you can know exactly what your return on investment is for individual keywords. If you are strictly looking at natural search, you can examine the funnel that resulted in people filling out your form. For example, what search engine and keyword did people use who filled out your contact form?
Is there anything that is particularly ineffective? For example, if you see that you have lots of content campaign links with a very high bounce rate, then that is a strong clue that that is a poor use of your marketing dollars.
What are the pages on your site where people most often leave? These pages may need improvement, or they may need some way to capture the user's email address before he leaves.
What non-paid keywords are people using to find your site?
What is your average bounce rate? If is is very high, then that is a sign that your site needs work on content, design, or both. It needs to be more "sticky" so that people hang around.
These are just a few examples of the things you can learn from an examination of your web site statistics. The more you know, the better you can fine tune your site for best performance. If you need some help with your online marketing campaign, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.
What keywords are profitable? This is especially relevant when using paid search. With paid search, you can know exactly what your return on investment is for individual keywords. If you are strictly looking at natural search, you can examine the funnel that resulted in people filling out your form. For example, what search engine and keyword did people use who filled out your contact form?
Is there anything that is particularly ineffective? For example, if you see that you have lots of content campaign links with a very high bounce rate, then that is a strong clue that that is a poor use of your marketing dollars.
What are the pages on your site where people most often leave? These pages may need improvement, or they may need some way to capture the user's email address before he leaves.
What non-paid keywords are people using to find your site?
What is your average bounce rate? If is is very high, then that is a sign that your site needs work on content, design, or both. It needs to be more "sticky" so that people hang around.
These are just a few examples of the things you can learn from an examination of your web site statistics. The more you know, the better you can fine tune your site for best performance. If you need some help with your online marketing campaign, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.
Bounce Rate
The bounce rate of a web page is the percentage of visitors to that page who leave your site from that page without visiting any other page on your site. This is a very important piece of information.
Most analytics software should report on the bounce rates for the pages of a site. In Google Analytics, for example, there is a report called "Entrance Bounce Rates" that is located in the "Navigational Analysis" section. It shows the number of entrances, number of bounces, and bounce rate for every page on a site that acted as an entrance point.
To start with, if the bounce rate of your home page is high, then you're in trouble. You need for people to use your front page as a starting point to explore your site. The exception is if you have a one-page site, such as a sales letter-style site. If you have a one-page site intended to accomplish some purpose such as getting newsletter signups, then a better metric to examine is the conversion rate.
The bounce rate can also help you determine the effectiveness of landing pages. For example, if you are running a pay-per-click campaign and split-testing two different landing pages, the bounce rate of each page will give you a good idea of each pages' "stickiness" (although, as always, the conversion rate is the number one measure).
Use the bounce rate of pages on your site as a gauge of how effective those pages are. Do everything you can to compel the reader of your web copy to perform some action - to visit some particular page on your site to make a purchase or fill out a form. If your bounce rate is high, then readers do not feel sufficiently comfortable or interested enough to spend more time with you. That has to be fixed. Try different things, using the bounce rate as your guide. If the bounce rate starts going down, then you're headed in the right direction.
For help tweaking your site to improve your web page bounce rates, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.
Most analytics software should report on the bounce rates for the pages of a site. In Google Analytics, for example, there is a report called "Entrance Bounce Rates" that is located in the "Navigational Analysis" section. It shows the number of entrances, number of bounces, and bounce rate for every page on a site that acted as an entrance point.
To start with, if the bounce rate of your home page is high, then you're in trouble. You need for people to use your front page as a starting point to explore your site. The exception is if you have a one-page site, such as a sales letter-style site. If you have a one-page site intended to accomplish some purpose such as getting newsletter signups, then a better metric to examine is the conversion rate.
The bounce rate can also help you determine the effectiveness of landing pages. For example, if you are running a pay-per-click campaign and split-testing two different landing pages, the bounce rate of each page will give you a good idea of each pages' "stickiness" (although, as always, the conversion rate is the number one measure).
Use the bounce rate of pages on your site as a gauge of how effective those pages are. Do everything you can to compel the reader of your web copy to perform some action - to visit some particular page on your site to make a purchase or fill out a form. If your bounce rate is high, then readers do not feel sufficiently comfortable or interested enough to spend more time with you. That has to be fixed. Try different things, using the bounce rate as your guide. If the bounce rate starts going down, then you're headed in the right direction.
For help tweaking your site to improve your web page bounce rates, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.
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Jerry Work was working in Memphis as a financial analyst at one of the top business appraisal firms in the country when he realized he wa... (more)
Jerry Work was working in Memphis as a financial analyst at one of the top business appraisal firms in the country when he realized he wa... (more)
