15th December 2017
Monitoring the activity on your website can be tricky and getting meaningful information, which can be used for decision making is even harder. Arguably, the most valuable information is your bounce rate and your conversation rate – that can be taken from your ‘add to cart’ and ‘checkout’ page. If you use this information correctly and you make improvements you are certain to get satisfying returns.
The bounce rate is quite straightforward piece of information but one that is very useful. It monitors how many people click on your website and then leave without clicking on anything else. The higher the bounce rate, the few visitors you are retaining. There are several reasons for this such as they can’t find what they are looking for, they find other sites more appealing or, and this is the positive version, all the information that they are looking for is on the one page.
To find out what is and isn’t working you need to use an analytics tool such as Google Analytics. This will enable you to monitor the performance of individual pages such as the best traffic sources, most effective keywords and demographics data. From this you will be able to make changes to your onsite content as well as change marketing campaigns in order to get greater success. Adding videos and pictures is a great way to hold visitor’s attention so you should consider adding more of these.
One of the best ways to judge your conversion rate is by how many visitors reach the checkout page. Some drop offs will be natural but of course the aim of your site is to generate sales and this can only be classed as a success when someone actually purchases something. So how do you improve your conversion rate?
- Making the sign in process as smooth as possible will certainly help. You could use programming tricks that recognise if a visitor has purchased something before. This means that they won’t have to re-enter all their details again, making the sales process quicker.
- A progress bar is a simple tool that can be very effective. This gives visitors comfort in the knowledge that the process is nearly complete – there is nothing worse than not knowing how long something will take.
- It is vital that the branding on your checkout page is consistent with the rest of your site. Not only does this look more professional, it also offers reassurance to visitors who are concerned about third-part sites and therefore parting with payment details.
- Remember to make things as easy and clear as possible and make sure there is nothing that could cause a customer to have any reservations.
At Leapfrog Media, we can assist you with all aspects of promoting your website and offer a variety of packages to suit your individual needs and requirements. We can analyse your analytical data and suggest ways to get the most out of your website. We can also make any other additions and amendments to your site so that it performs to its full potential. Please contact us for more details.