Exploring bounce rates

What is a bounce rate?

First things first, let’s clear up the definition of a bounce rate. When related to websites, the bounce rate is the statistic which tells you how many visitors click on your site and then leave without further exploring your site.

For example, 50 people visit the home page of your website on one particular day.  35 of them click around the site accessing menus like packages or pricing and the other 15 don’t look further on your site (it doesn’t matter if they go to another site or just stop the session there). The bounce rate is

15/50 X 100% = 30%

Your bounce rate can be found in the analytics for your site.

Need I worry about a high bounce rate?

 

This depends on what you want your site to achieve.  A very high bounce rate can actually be a good thing if you are attracting the visitors you want and they are getting all they need from just one page on your site.

Examples would include:

  • directions to your business – your page is clear enough to get people to your address
  • opening hours – a visitor is interested in your service and just needs to know when to visit
  • contact information

Obviously, the smaller the amount of content on the site, the more likely the design can cram valuable content into that first page that the visitor ‘lands on’ (usually the home page).

 

How can understanding bounce rates help me?

This is where the value of the statistics really kicks in. Instead of just knowing the figures, we can use them to help tweak the site. From the raw data, it is impossible to know why your visitor didn’t click on more pages:

  • the site was boring
  • your site took too long to load
  • your site content is poor and you are being presented in search engines when other sites would be more appropriate
  • it’s unclear how to navigate around the site
  • the site looks overwhelming with blocks of text
  • worst of all – the site wasn’t easily recognized as yours due to lack of branding or an inconsistent message so you did all the hard work in getting that engagement and then failed to capitalize
  • the website was hard to read, literally (this is especially relevant from tablets and mobile devices)
  • all the information required was gathered on the landing page

Analytics can help tackle the ‘responsive design’ issue easily – if your bounce rate is being influenced by poor interaction from tablets or phones.

Look at the data inside the section

Audience -> Mobile -> Overview

bounce rates

 

The first column will display how your visitors are accessing your site. In this case, nearly 47% use mobile devices, about 45% use desktops, and only 8% use tablets. Understanding this pattern will help you know if it is worth looking at the experience a mobile device user is having. If 90% plus of your clients are accessing your site from a desktop, it may be worth concentrating on them. This is highly unlikely and the trend towards mobile and away from desktops shows no sign of slowing.

bounce rates2

Following the data table along, look at ‘bounce rate’ as well as ‘pages per session’ and ‘average session duration’. If the visitors to your site are having trouble navigating your pages or reading your text, you would expect the bounce rate for those devices to be significantly higher than from a desktop. That would also translate into a lower number of pages viewed per session and a shorter session duration. In this example the site has the highest bounce rate from a desktop and the other values (between the two device types that make up over 91% of the traffic together) are very similar. The conclusion would be that this site is mobile friendly.

If you’re looking for help with your website, why not contact us today  info@trulium.com

How to get customer testimonials

Almost every product or service is in a competitive market. Testimonials reinforce your brand and if you receive positive feedback, it’s vital you leverage those reviews to:

  • remind existing customers that it’s worth staying with you and not get itchy feet
  • win new business

Potential clients are looking for more than the price tag, if you can instill confidence and bring a personal connection, that visitor clicking on your site is more likely to become a customer (or at least engage and start a dialogue which gives you the chance to get contact details and follow up).

Before planning how to display your reviews, you have to get the feedback. Here are some hints and tips for getting good testimonials:

  • testimonials blog1Ask open-ended questions like “What was the best aspect of the service you received?”
  • Invite feedback in the form of a survey. This is made easier if you naturally have a follow up communication with your client after the product or service has been delivered. For instance if you are inviting registration of a product or are sending shipments at regular intervals.
  • Gather the information you need so you will be able to use it later. Testimonials listed as coming from Joe in Smalltown, USA may seem ‘cold’ or worse – maybe even made up.  A picture automatically personalizes the review and sparks a connection with the reader –  especially if they are shown with your product or using your service. This adds credibility and is naturally a more eye catching section of your site for a reader to focus on.
  • testimonials blog2Don’t be shy to ask for feedback. This is much more than an exercise to elicit reviews. Feedback – good and bad – will help you grow your business and develop as your customers change. Any criticism or ideas for improvement are arguably the most important feedback you will get. Making it just as easy for customers to give suggestions or report problems gives  you a chance to  rectify promptly,  maintain a good reputation and retain business.
  • Make it easy. If you are asking for a response via mail then include a stamped, pre- addressed envelope. If you are able to ask online, it’s just a click away. Be sure to mention there are only a few questions or that it will take no more than a few minutes time.
  • Showcase existing testimonials and invite feedback. Use your social media accounts to promote reviews and engage customers.
  • Positive stories from colleagues are just as important. If you have a network of professionals, their feedback and quotes are also powerful in strengthening your reputation and business appeal.
  • If you can get a video testimonial or can create a montage of reviews into one video clip, you will have a powerful marketing tool. This can be shared to social media and can feature prominently on your website. If it’s worthy of your home page, that’s where it should be. It can be duplicated inside a ‘testimonials’ tab although traffic to that page may be significantly less. Don’t make it too long and make sure the start sums up your message and keeps the viewer interested. A soundtrack and captions will make it look more professional. Make the link easy to share.
  • If you get a ‘thank you’ the old fashioned way, you can still share the text or share a nice gesture.  Post a picture of the bunch of flowers you receive as thanks to your social media accounts.
  • Show a diverse group of reviewers. You’re more likely to spark a connection with a reader if they identify with someone similar to themselves.

“When you display a testimonial, make sure it looks the part. Use design tools to make it catchy and distinct.”

 

If you’re looking for help fine tuning your website, why not contact us today  info@trulium.com