Understand your users' behavior.
Draw correct conclusions about the relevance and performance of your pages.
Stop investing money in what doesn't work
Having a website is nowadays a must. However knowing who uses it and how they use it is just as important. Tracking clicks, time spent on an article, contact forms sent, newsletter subscriptions, allows you to measure the interactivitý of the visitor with your site.
By default, the only type of interaction measured by Google Analytics is what is called a page view.
That's why Google Analytics needs to be set up, otherwise you will miss the tool completely. The setup is done through the establishment of goals (or conversions). A goal is a key action that a visitor performs on your website. Here are some examples:
- fill in a contact form
- subscribe to a newsletter
- create an account
- make a phone call after seeing your site
- add an item to the cart
- place an order
By analyzing high traffic pages that have a high bounce rate, we can easily identify pages that need to be improved.
Google Analytics gives us this information. However, it is based on a bounce rate which in our opinion is not relevant at all!
As a reminder, the bounce rate is the proportion of visitors who only see one page.
The bounce rate as it is set in Google analytics does not differentiate the visit of a person who stayed there for 1 second and left immediately, from a prospect who read the entire page and spent 20 minutes there.
This is where the problem lies.
Indeed, if you have not enriched your Analytics, the only interactions tracked are page views. But if you track what happens on your pages (scrolls, video playback, clicks, etc...) then the number of interactions will greatly increase and your bounce rate will decrease.
This allows us to base our decisions on improving the relevance and performance of our pages on reliable data.
Using the adjusted bounce rate (and conversion rates) we can compare the performance of different landing pages based on their traffic source.
Some sources bring a high volume of traffic but are particularly bad in terms of bounce rate and conversion rate.
The problem is often related to the relevance between the source and the destination.
The source can be a link from an article that points to your site, an ad, or a natural search result in Google.
A high bounce rate reflects a disappointment with the visitor's expectations when they clicked on your ad/link/advertisement. The page does not match the promise that was made at the time of the click.
This data allows us to take several actions including:
- Stop investing time and money on traffic sources that generate nothing
- Invest more in what works
- Analyze your most popular landing pages and increase their relevance to their major traffic sources