Following up on our “Where are my website visitors coming from?” article, we are going to now answer the next question-
“How are my pages performing?” Or “Which are my poorly performing pages”
We are hoping that if you are trying to answer this question or have an interest in learning more about it, you have accepted the fact that your website is never a destination and rather is an ongoing journey of continuously reviewing through your analytics data, finding your poor performers, and enhancing them so they have a better chance of meeting your conversion/lead generation goals.
There are different ways of determining how each of your pages are performing. This article will specifically look at pages that are found through different sources and keywords.
When you login to Google Analytics, click on the Content > Top Landing Pages link. This will show a list of your most popular entrance (aka starting) pages. As mentioned earlier, visitors can get to these pages in a few different ways. The report shows the entry page and values for Entrances, Bounces, and Bounce Rate. Entrances are the number of visitors who came to the respective page. Bounces are the number of visitors who left immediately and did not navigate to another page (i.e. single page visitors). Bounce Rate is the % of single page visits across the total number of entrances.
The Bounce Rate is the metric you are going to give the most attention.
A page that has a bounce rate of >50% is one that usually fails to grab the visitor’s attention and engage them with an offer to make them inquire/navigate further. There isn’t a fixed % to classify a page as one that failed to grab the visitor’s attention. 50% is a good baseline/average from our standpoint. So what are the questions we can answer based on this report?
What does a bounce rate > 50% say about a page? It failed to engage the visitor.
Why would a page fail to engage a visitor? Whatever got the visitor to that page failed to possibly set the right expectation OR there was no/appropriate call to action OR the copy on the page was not compelling enough. Lets discuss the first possible reason on what got the visitor to the page and possibly set the expectation incorrectly from the visitor’s mindset. To determine what is the source that “referred”(entrance sources) brought the visitor, click on one of the pages that has a >50% bounce rate. This brings up the Content Detail report for the page.
Click on the Analyze dropdown and select Entrance Sources. This will give you the list of different ways by which the visitor got to the page. In this case, we see visitors got to the page by click on search results (google), direct (by typing it or clicking on a link in an email), and by an inbound link from another site. With a high bounce rate, you may want to visit these sites with inbound links and ensure that the copy and call-out on this other site and around your site link is appropriate for the landing page. If it isn’t, contact the webmaster of this site and ask them to make the appropriate copy changes.
Click on the Analyze dropdown and select Entrance Keywords. This will give you the list of keywords that searchers used that resulted in your landing page to appear in the search results. Based on this information on the source keywords, make the necessary call-to-action and copy changes on your landing pages so visitor’s expectations are better met with the content and offers on your landing page. Continue to monitor the bounce rate and with some minor adjustments, you should start seeing some great results.
Hope you are now ready to start analyzing your poorly performing pages and start making changes to increase the engagement and reduce the bounce rate. If you have any questions, feel
free to contact us.
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