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.
Way back in 1996, Bill Gates wrote an article, “Content is King” which has been referred to, dissected, studied and quoted from ever since. Obviously, Mr. Gates had a deeper understanding than most people of the fledgling internet and the opportunities it would bring as advances in technology made it faster and more accessible.
His predictions were, at the time, astonishing, and many have proven remarkably accurate. Statements like this foretold the parity that the internet has brought to content creation:
One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.
But Why is Content King?
Because, the internet is a giant repository for content, and people use it to find the content they need. That may be silly cat videos, the news of the day, or practically any type of information that you can think of.
Content attracts attention, and great content attracts a lot of attention, which is why unknown performers can become famous, big business treating customers poorly can suffer damage to their reputations (hello, United Airlines) and small businesses can become big businesses. The internet is a great leveller.
You can leverage this for your own benefit, whether you are a ‘mom and pop’ operation, a mid-sized business or an enterprise level entity. The key is producing great content that your audience finds useful, enlightening or entertaining. And doing so on a regular basis.
Ask us about content development plans.
Bear with me please, as I ruminate on the subject of content overload. We are living though an unprecedented information explosion thanks to the internet and its capacity to offer anyone with a mind to (and also those with no brains, apparently) practically unlimited scope to produce and publish content of every description and form.
This creates a lot of competition for marketers like myself; we are always thinking about how we can get our message through to an audience that is under constant information bombardment. Our audience is becoming overwhelmed and this content overload can elicit a (not necessarily misplaced) distrust in web content.
So not only are we competing with our rivals, we are struggling to be heard through the cacophony of ill-informed dreck that’s floating around out there. Consumers are becoming more judicious in their choices, and it’s up to us to figure out how to be seen as trustworthy and where we can successfully connect.
Content Overload Avoidance Tips
- Creating top quality content is important, but distributing it to the right channels is critical
- Understanding your audience and their online behaviour will offer insight into what kind of content they actually interact with
- Social media channels offer forums where consumers seek peer reviews of your products and services – and they trust these endorsements
Adopting an editorial approach to content development will help you create a coordinated strategy, rather than just publishing a great volume of disorganised material, and monitoring the response to your content through web analytics will tell you if you are on the right track, or if you are shouting into the abyss.