Web analytics can give you insights into your web properties performance and help you fine-tune your content for maximum impact. One of the most telling metrics to monitor are your bounce rates.
What are bounce rates? They measure the percentage of visitors who land on one of your pages and then click away without having visited any other page on your site. Sometimes this is because they came to a specific page for a purpose, found what they needed and then left, but it’s generally not that simple, or a positive sign when visitors bounce.
You probably want visitors to stick around, check out a few pages and possibly even purchase something from you before they leave, so if your bounce rates are creeping up you should figure out why!
Reasons for High Bounce Rates
- Your visitor didn’t find what they were looking for
- They don’t think they will find what they are looking for
- They don’t like the way your website looks
- Your site doesn’t display or function well on the device they are using
- The content is not what they were expecting
- They don’t trust your website
It’s also possible that visitors can’t or won’t browse the site because:
- There are too many pop-up ads, interfering with the content
- Menus don’t work properly or broken links prevent navigation to other pages
Sometimes the problem is simply that you are getting visits from folks looking for something completely different due to using the wrong keywords in your content or PPC ads. Maybe they are just looking for a specific site, but not yours…
Why Worry about High Bounce Rates?
If your bounce rates remain high, Google assumes that there are quality issues and your site is not giving visitors what they need, so your search position for what may be your most valuable keywords will slide. This can be devastating to your digital marketing campaigns!
Monitoring bounce rates (and other metrics) is critical to the success of your online marketing strategy. We use analytics to track bounce rates and other data while evaluating your website’s structure, functionality, content and more. Our services will improve the ROI of your digital marketing campaigns – contact us to learn more.
When your potential customers search online for the types of products and services you are offering, they will (hopefully!) find your business along with your competitors. You know that the higher your business appears on the search results page, the more likely you will get a click, but unless your competitors are asleep at the wheel, you also know that it’s a constant battle to rank above them and stay there.
Even if you consistently appear atop the organic search results for your most valuable keyword phrases, you know that people are going to check out the competition, so maybe you should too! You can learn a lot from your competitors – what they are doing well and where they are weak, and you can use this info to improve your own digital marketing strategy.
Like you, your competitors are experts in your industry who would be quite happy to lure your customer base away for their own profit, but no two businesses are exactly alike, and making that clear to visitors can help them make the decision to buy from or hire you.
Take a look at the conversations your competitors are engaged in on their social media channels, perhaps you can offer a different solution than they suggest, one that prospects find more attractive. We’re not saying you should jump into the conversation and get into a bidding war for a specific bit of business, but if you can see a niche that they are having trouble filling, it might be worthwhile creating some content around the customer’s needs that show how you can provide exactly what they want.
Performing an analysis of competitors can also:
- Give you insight into their future plans
- Show you how they are acquiring new business, and
- Help you set goals for your own business
If you are interested in learning more about your competitors, call WSI Digital Marketing.
One of the best ways to accelerate the growth of your online business is to conduct a competitor analysis. A thorough review of a wide range of web data will reveal their digital marketing strategy and tactics, allowing you to learn from their strengths and weaknesses.
An Effective Competitor Analysis Will Help You:
- Identify web content benchmarks such as frequency of new content, mobile friendliness and social media engagement
- Gain an understanding of their SEO strategy by detecting the keyword phrases they are using and how well those are performing, helping you to develop a powerful and competitive content marketing plan
- Help you calculate the cost of customer acquisition so that you can budget your pay per click and remarketing strategy accordingly
- Strengthen your social media game by discovering productive social media channels and content forms that resonate well with your audience
- Support your lead nurturing and cta tactics by investigating the structure and style of their calls to action. This can help you improve your customers journey through their buying cycle with your business
Regular testing of your digital marketing strategy is critical to your business’ online success, and competitor analysis should be an integral component of your ongoing research.
Learning how to identify and harness your customer’s motivation is critical to the success of your digital marketing strategy. Understanding what they want, where, how and when they want it allows you to align your marketing material to deliver just what they are looking for.
Unfortunately, the best we are likely to be able to do, as marketers, is understand their motivation – it’s very difficult to influence customer motivation – but with a clear picture of where they are on their buying journey, we can offer the right material to keep them going instead of creating anxiety or confusion.
4 questions for Harnessing Customer Motivation
These questions may seem simplistic, but applied in a marketing context, they will help you identify your customer’s story so that you can align your marketing message and processes with their needs and expectations.
- Who is the customer?
You may already have developed customer personas to understand your target market, and you should certainly have information about existing customers. Ongoing research will help you strengthen and refine your customer theory over time.
- Where did they come from?
If you know they visited your site through a bookmark or url, that tells you something about their motivation – as opposed to finding you through search. You can use these clues to understand why they are visiting your site and offer them material that they might be looking for.
- What have they done so far?
Their behaviour once they have landed on your web property speaks volumes about their motivation and if your page elements are aligned with their needs, you can probably expect to see great conversion rates.
- How do we expect them to proceed?
Looking at their behaviour so far, you should have a good understanding of what they want, so creating the right offer shouldn’t be too difficult.
It’s really all about understanding their side of the equation, rather than just trying to sell your product or service. Customer motivation is the single most important element in the sales process.
If you want to learn more about leveraging customer motivation, call WSI Digital Marketing.
If you’re not using the wealth of knowledge and insight your website analytics offers, you are missing vital information that would undoubtedly help you improve sales, expand your reach and achieve important business goals.
Imagine having a retail storefront and expecting your business to do well even though you completely ignore every customer’s reaction to your business, from the way it looks on the street and inside the shop, to what kind of items you are offering, how much you want for them, the performance of your products, the friendliness and helpfulness of your staff, and so on. Sounds like a recipe for bankruptcy!
Operating a business with a blindfold on is never a good idea, and paying no attention to website analytics is certainly limiting your potential as much as wearing a blindfold…
5 Tips for using Website Analytics to Improve Sales
Website analytics can help you:
- Identify your traffic sources – learning where your best customers come from allows you to target these sources and find even more good customers. Proper tracking even helps you learn which keywords or paid ads are most effective.
- Understand customer behaviour – you can gain more insight into your customers by learning what content is most popular, what kind of devices they are using and by following their click path through your site.
- Improve conversion funnels – understanding how customers interact with your website will help you improve their path to conversion, leading to improved sales, or whatever your primary goal may be.
- Tweak and perfect your landing pages – website analytics can help you make fine adjustments to your landing pages’ content and call-to-action that result in better conversion.
- Create a personalized customer experience – the more you know about your customer’s interactions with your website, the easier it will be to create an experience that resonates with their needs and desires, which will be great for both them and you!