One of the most important statistics from Google Analytics is your bounce rate. You can gauge the effectiveness of your site as well as what online marketing strategies are driving traffic to your pages from this percentage. The bounce rate calculates the rate of those that only visit one page versus the total number of visitors. Here are six important things that will affect the bounce rate on your agency's website.
- Playing video or sounds automatically will drive people away
Though having video on a landing page has been proven to draw more leads in, give them the option to select play for any video on your website. Entering your online storefront to a bunch of noise will tempt more visitors to click the back button rather than dive into your site. Online marketing is on the visitors' terms so don't be too pushy with your message.
- Make your home page have calls to action the customer want
Like I mentioned above, people are choosing to come to your insurance website so they have the upper hand. They will stay if they find things they were searching for - quotes, payment forms, helpful insurance related articles etc. Getting traffic to your site is what this is about and a clear value proposition will earn their trust that you're not going to waste their time.
- Compare pages with high bounce rates to low bounce rates
This will help you to see what the low bouncing pages are doing that the others aren't. From there, you can strategize and test what parts of the low bouncing pages are more effective and try them on the underperforming pages.
- Make sure your site is compatible with all browsers
Check the bounce rates for each type of browser in Google Analytics to make sure one isn't significantly higher than the others. If one is, test in that browser why that might be. You work too hard on your insurance website and SEO to not even get a chance to show it off before someone bounces.
- A bounce on a page that has a strong call to action is not a bad thing
For example, someone maybe looking for a quote and land on your quote page. They got immediately what they wanted, left, and you got a lead! Keep in mind what each page is designed to do and if a prospect or customer can get what they want from it, then a high bounce rate actually isn't a relevant statistic.
Make sure your content matches your keywords
Google Analytics allows you to check the bounce rate based on keywords that bring traffic to your site. For those with high percentages, brainstorm ways to re-target or even remove those keywords on your site that don't lure visitors that are actually looking for what you offer enough to move beyond one page.
What other things have you noticed affect your bounce rates?