This is a guest post by Adam Green. If you want to guest post on this blog, check out the guidelines here.
To say that Google Analytics gives you loads of data to work with is an understatement. And to suggest that some metrics hold more value than others is just… well, accurate.
Among those more critical metrics is your landing page bounce rate – the percentage of visitors who leave your site after viewing just one page. Generally speaking, you want the bounce rate to be as low as possible.
Image Credit: content-connect.com
But what can you do to improve (i.e. lower) your bounce rate? Luckily, the four Rs of high bounce rates are here to steer us in the right direction. A little cheesy? Sure. But they’ll help you get better results.
Yep, it’s out with the old and in with the new. Content is arguably the single most influential element on your landing page. And if your page isn’t performing, this should be the first thing you examine in your efforts to fix it.
Does the content clearly express your offer? Do you explicitly state what kind of action to take? Is the copy compelling enough to convince readers to do what you want them to do?
Did you spell everything correctly?
You’ll need to answer all of these questions as you reevaluate the effectiveness of the copy currently living on your page.
Also determine whether your page design is conducive to high conversions – or whether it gets in the way.
If you’re confident that your copy is already as compelling as possible, conduct an honest assessment of your landing page design. Should you place a call to action above the fold? Does the page design accentuate your offer and make it easy for readers to take the next step?
Sometimes a new layout is exactly what you need to get fewer bounces – and more conversions – from your landing pages.
Sometimes, the best thing to do is scrap your current offer altogether.
Only do this after re-writing the content and and/or altering your landing page’s design. You may even want to do both of those things a few times before giving up on your page and starting over from scratch.
Replacing your current page with a completely different offer is definitely the most labor-intensive way to improve your bounce rate. But if you determine that it’s only way to increase conversions, you may have no other choice.
Re-wrote your copy? Tweaked your page design? Re-considered your offer? Now it’s time to reap the benefits of all that hard work.
While a lower bounce rate is sure to make you smile, it’s what that lower number means that will become your best reward: more conversions. Because the whole reason you wanted a lower bounce rate in the first place was to help your business grow.
In the end, bounce rate is just another metric. But since it’s a metric that directly correlates to how well your audience is responding to your offer, it’s one you should consider carefully.
Adam Green is a freelance writer and tech enthusiast who champions R analytics.
If you like this post, Share it to your friends. Dont forget to Subscribe our Feeds, Follow us on Twitter and Facebook.