Tag Archive: Google Analytics

Do Your Website Visitors Hate Your Content?

feeding content

Is your website content attracting visitors or repelling them?


 A client considering a website redesign requested I review the effectiveness of their current site. Developed by a web hosting company that specializes in the client’s niche, the site was built from a template which included industry-relevant copy, with designated fields to “personalize” the site.

In fact, the resulting site was impersonal, perfunctory and no more engaging than a Yellow Pages listing. The user experience was inefficient and cumbersome, and the images (obviously stock photos) neither reinforced the copy nor enhanced the client’s credibility. The client and I were in agreement that the website wasn’t particularly compelling or effective. (more…)


What's A Bounce Rate & Why Should You Care?

What’s A Bounce Rate & Why Should You Care?

Since your website is the hub of your online presence, you want to ensure it’s responding to the needs of your customers. One way to assess its effectiveness is by examining your website traffic. Website analytics provide real data on the volume of visitors to your site, where they’re from geographically, what content they’re looking at, how long they spend, whether they’re first-time or repeat visitors, and more. Google Analytics is a free metrics program which provides detailed and actionable information.

Today’s post will focus on bounce rate, one of the key metrics available in Google Analytics. Your website bounce rate is the percent of visitors who visited your site, looked at a single page, and clicked away within five seconds. While there are cases where such a short visit is acceptable (such as a visitor simply seeking your phone number), typically a high bounce rate is undesirable. Your goal should be to reduce it over time.

When assessing your site’s bounce rate, start with the big picture: your site as a whole. Like any average, it’s a combination of highs and lows.

Begin by reviewing the Behavior menu in Google Analytics. The Overview shows data for your entire site, including the bounce rate as well as other key information such as total page views and average visit duration. Now let’s look deeper.

How are your individual pages performing?

Assuming you have more than a single page website, you’ll want to consider individual pages of your site as well. On the lower part of the Behavior Overview page, you’ll see which pages of your site are holding the attention of your visitors. The overview data is presented with the most popular pages first (based on visits, or sessions). Within the top few pages, you’ll probably see a “/” — which indicates your home page. If you’re blogging effectively, you should see also visits to blog posts in your results.

Further down within the Behavior menu, in the All Pages section under Site Content, you’ll find details of page-specific data. Perhaps you’ll see that your overall site bounce rate of 48% is made up of <5% on most pages and 98% on one page. Clearly, the page with the 98% bounce rate merits a review to determine why visitors are clicking away from it.

The screen shot below shows a site with an overall bounce rate of 6.68%, with individual page bounce rates varying from 0% to 13.51%.

Google Analytics

Which channels send the most engaged to your site?

Visitors to your site come from various categories, known in Google Analytics as acquisition segments. The Acquisition category breaks down your site traffic by acquisition segments. Data is provided for organic and paid search, referrals, email and social channels. Compare the bounce rate for each segment of visitors. You’ll note in the screen shot below that while the average site bounce rate is 48%, the bounce rate for visitors from email is only 22% while the bounce rate for referrals is 67%. This data can be used to inform your marketing choices.

Google Analytics Acquisition  menuWhich platforms and sites are driving website traffic?

Beyond acquisition segments, you can drill down further on your traffic sources by selecting “All Traffic” under the Acquisition menu. In this view, you’ll see bounce rate along with other key metrics including number of visits, visit duration and pages/session for referring each site. In this view you can assess specific marketing strategies, such as Facebook, Twitter, email marketing and LinkedIn.

In the screen shot below, you’ll note that while the bounce rate for the entire site is 48% (indicated in red), visitors from the July 23 email bounced only 12% of the time while visitors from LinkedIn bounced 75% of the time (blue circles).

Does the high bounce rate from LinkedIn mean you shouldn’t be spending your marketing resources there? Actually, not necessarily. As you can see in the screen shot, despite the 75% bounce rate, the eight referrals from LinkedIn spent an average of nearly four minutes (3:55) on your site. In contrast, while only one the eight visitors from the July 23 email bounced (12.5%), as a group they spent only 38 seconds on your site.

Google Analytics acquisition menu

The bounce rate should be considered along with the other metrics in Google Analytics, such as pages/session and duration, to refine your marketing efforts and ensure you are spending time and resources effectively.

If you’d like to learn more, read more of our marketing analytics posts or contact us for one-on-one coaching.


Tidbits of Wisdom: Google Analytics Content Insights

Tidbits of Wisdom:  Google Analytics Content Insights

Tidbit of WisdomToday’s post is another in our “Tidbits of Wisdom” series. These posts offer knowledge and guidance in consumable, bite-size portions, enabling you to read, process, understand and actualize the learning without taking a lot of time out of your schedule.

We’ve written before about Google Analytics. Installed in the back end of your website, it provides a wealth of information about who’s visiting your site, where they are from , which content they’re looking at, how long they spend, whether it’s their first visit, and much more.  It’s a goldmine of information and marketing insights; if you don’t have it on your site yet, make it a priority. (Hubspot offers step-by-step instructions with screen shots. (more…)


Tidbits of Wisdom: Google Analytics Referral Sources

Tidbits of Wisdom: Google Analytics Referral Sources

Today’s post is our first in a new feature called “Tidbits of Wisdom.” We understand that business owners are overwhelmed, to say the least. Growing your business while working in it is a challenge and it can be difficult to see the big picture. Days, weeks, even months can pass while you take care of this one customer, this one program, this one deal. In The E-Myth, small business expert Michael Gerber discusses the need to shift your focus from being the best technician to taking deliberate steps to build processes which grow your business from a more strategic perspective.

We’re not offering a downloadable book or 20 sites to research here. The idea of Tidbits of Wisdom is to offer advice in micro-sized chunks — consumable morsels of knowledge that you can implement immediately, to improve your marketing effectiveness and help move your business forward strategically. (more…)