The performance of a website’s landing pages is highly important, regardless of industry. Whether yours is a retail site, a services site or a purely informational site, the ability of your landing pages to engage users is crucial to its overall success.
Let’s get on the same page (excuse the pun) with the terms:
- Landing Page: a page in a website where visitors arrive from a variety of sources (search engines, PPC, social media, email marketing, other sites, etc). This could be the homepage or another web page.
- Bounce rate: this is a web analytics metric that shows us the amount/percentage of visitors who make it to the web page, only to leave it immediately afterward.
Using Google Analytics, we can analyse the performance of your website’s Top Landing pages [“Content” > “Top Landing Pages”] very easily using a handy report that shows the bounce rate of each page. To some this might look a little like Egyptian hieroglyphs – never fear, we can delve deeper within this report to get a better picture of the real story.
- Segment your traffic further to see if there are any patterns that contribute to the effectiveness of your landing pages based on visitor source. For instance, are users from organic search more or less likely to engage with the landing page than visitors who arrived via paid search?
- Get a different perspective by altering the way you view the data. Make comparisons across the board to see how drastic the situation is overall [Click “Views” > “Comparisons” > “Bounce Rate” (next to “compare to site average”)].
- Enjoy your victory of pages with low bounce rates, and turn your attention to offending pages with high bounce rates.
- Analyse your defeats – what was the visitor source of high bouncing pages? Do they vary dramatically? Drill down to the keyword and see if keyword relevance is impacting bounce rates – are there any patterns? What’s the average? What’s poor and what’s good?
If you can eliminate all other causes and deduce that the page content is influencing the page’s poor performance, then you can run experiments to work towards improving the landing page and reducing bounce rate. Gradual changes are recommended so that you review the impacts of the changes from month to month and see if things are changing for the better!
Thanks to Theo Bennett for the inspiration for this post.
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