Optimizing Bounce Rates Playbook. How tu use ClickTale to reduce your Bounce Rates.

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A booklet to guide you on how to optimize your landing pages using ClickTale, by applying in-page analysis and tools to reduce your bounce rates.
Written by Peter Gorne

Published in: Marketing
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Optimizing Bounce Rates Playbook. How tu use ClickTale to reduce your Bounce Rates.

  1. 1. OPTIMIZING BOUNCE RATES PLAYBOOK How to Use ClickTale to reduce Bouncing from your Landing Pages
  2. 2. 2- OPTIMIZING BOUNCE RATES PLAYBOOK The Challenge: Not All Bounces Are Born the Same Bounce rate has been regarded as an extremely effective yet simple qualifying metric. In essence, bounce rate can help determine the effectiveness or performance of an entry page. Depending on the type of site, typically the higher the bounce rate the less effective the landing experience. By the same token, bounce rate can also help determine the quality of your traffic. High bounce rate coupled with large volumes of single source traffic could indicate poor referrals. But, knowing that the experience may not be effective is not enough. We need to know the reasons why this may be happening in order to avoid it and take the right actions. Otherwise we would be guessing what may or not work in the landing page, and guessing is not the most recommended strategy. We should be able to answer questions such as: > Why are visitors not engaging with my homepage? > How do I encourage navigation to another web page within my site? > How do I get my visitors to advance within the conversion process? In order to provide answer to these questions, we propose first to determine the most common hypothesis about why a visitor is leaving our landing page.
  3. 3. 3- OPTIMIZING BOUNCE RATES PLAYBOOK The Hypothesis: Why are visitors Bouncing from your Home and Landing Pages? Hypothesis 1: I am getting the wrong traffic? Although five seconds may not seem like a long time, a five second difference between bounce rates can determine real visitor intent. The ability to analyze your bounced visitors according to their type of bounce can determine the effectiveness of your marketing campaigns from PPC ads to Homepage content and banners. Hypothesis 2: The content of homepage does not meet customer expectations > Menus and options are not clear. Visitors are not finding the product/category they are looking for quickly or easily enough > Traffic source messaging does not match up to messaging on homepage (ex. PPC ads promise something different than what the website offers) > Slow loading time > Uninviting page – lack or abundance of visuals, poor layout > Poor navigation: Visitors often have a hard time navigating according to the page order you originally intended for your visitors to follow. They either, lose interest and drop off early, or the pages they are encouraged to click on do not offer the information they need. Hypothesis 3: Calls to action are not performing > Calls to action on your homepage do not stand out enough on the page, blending in with additional page elements. > Calls to action fall below the average fold line, and therefore, a majority of visitors not willing or aware of the need to scroll, do not even see your calls to action. > Banner blindness – There are too many ads and calls to action that your visitors become blinded and do not see. > Whether it is the placement, the color, the messaging or the size, visitors are not engaging/utilizing your calls-to-action to progress further along the conversion process.
  4. 4. 4- OPTIMIZING BOUNCE RATES PLAYBOOK Check Your Bounces Bounced visitors do not have to be lost customers! If you can identify the type of bounce, you know whether there is still money left on the table. There are 3 types of bounce rates in ClickTale: hard, medium, and soft. Each one varies in amount of seconds spent using the web page before a user bounces off the page. Hard Bounce (<4sec Engagement Time) Hard bounce visitors are those with no interest in your page at all. According to ClickTale, these visitors viewed a single page of your website and had an Engagement Time (time spent using the page, i.e. moving the mouse, scrolling, or typing) of less than four seconds. They will usually leave your page without even looking at it and probably should not have landed on your page in the first place. Medium Bounce (4-10sec Engagement Time) Medium bounced visitors have a little bit of interest in your web page. These visitors viewed a single page on your site and had an Engagement Time of 4-10 seconds based on ClickTale’s definition of the segment. They are probably not serious browsers but have the potential to come back at a later time with the right messaging or follow-up. Soft Bounce (>10sec Engagement Time) Soft bounce visitors are those with plenty of interest in your web page, viewing a single page of your site and having an Engagement Time of more than 10 seconds. These visitors were interested in your page but still left. They possibly could not find what they were looking for or were nervous about making a commitment (ex: clicking “Buy” button, filling out form). The key is to figure out which group(s) your bouncers fit into and then to understand what you need to do to either reduce the hard or convert the soft and medium. Soft and medium bouncers are interested in what content your website has to offer. It is therefore important to try and encourage visitors to stay put. These bouncers are an indication that there is something missing on your landing page and by optimizing your web page(s); you have the potential to convert many of these bouncers. Chances are your PPC ad campaigns or Organic Search content does not quite promise what your website content actually delivers. You need to make sure that your messaging is consistent and attracts your website visitors.
  5. 5. 5- OPTIMIZING BOUNCE RATES PLAYBOOK The Analysis: Scoping the Issue Use the Page Console Do not become overwhelmed. A great first place to start your analysis and see what’s going on is by visiting the Page Console, where you will instantly learn the bounce rate distribution of your visitors. By default, the URL automatically set when you open up the Page Console is the most popular page on your website, but you may enter in any other URL from your website. Analyze page loading times – this can have a huge effect on the bounce rate of your impatient visitors. Those not willing to wait will often run to a competitor’s site to answer their questions and deliver what they need. Analyze the number of average errors per pageview – Page Player will enable you to drill down into recordings of visitors browsing the homepage. Pull Up all Heatmaps Take note of user behavior using the Heatmaps Suite: Mouse Move, Mouse Click, Scroll-Reach and Attention Heatmaps or Tap and Exposure Heatmaps if you are analyzing mobile traffic. Red areas of the page, while they do indicate strong engagement, do not necessarily mean strong usability. It could be that visitors are concentrating their attention where they were originally not intended to engage, such as an unnecessary link or interactive visual.
  6. 6. 6- OPTIMIZING BOUNCE RATES PLAYBOOK Dig deep into Link Analytics During your Heatmap Analysis, use Link Analytics to view hover behavior (hover time, order, # of hovers) in addition to clicks and click-through rate. • There could be links on your web page that do not get a huge click response from visitors but that are indeed hovered over. This makes a significant difference when gauging the level of engagement visitors have with this particular piece of content. • There could also be links that website visitors do not know are links and are not clicking where you had originally intended that they click. Watch Session Recordings Use the Session player to segment your traffic to understand why this behavior is occurring. Drill down to individual recordings and identify visitor trends and patterns. Some suggested filters include: • Bounce rates (check specially the soft and medium bouncers) • Search keywords (is there any of our main keywords that is provoking more bounces? Maybe it is not related to the content of the page?) • Marketing channel – (PPC vs. organic search. How do they behave within the page differently?) Compare and contrast all segmentations to observe what the difference in behavior is so you will be able to better customize your homepage optimization.
  7. 7. 7- OPTIMIZING BOUNCE RATES PLAYBOOK About ClickTale ClickTale®, the enterprise leader in Digital Customer Experience, enables businesses to maximize revenues by optimizing the way people experience the Web and Mobile. ClickTale’s comprehensive solution features the industry’s most innovative heatmap technology, playback of individual-user browsing sessions and Customer Experience Consultants dedicated to your success. A subscription-based SaaS solution, ClickTale effortlessly integrates with web analytics, testing tools and any infrastructure to reveal how users really interact with your site. ClickTale creates revenue-winning customer experiences for over 100,000 businesses worldwide, including a large number of Fortune 500 companies. We are committed to making the digital world more enjoyable for people and more lucrative for businesses. For more information, visit www.clicktale.com. US 1-800-807-2117 UK 0800-048-8871 Email: info@clicktale.com © 2014 by ClickTale. All rights reserved. All ClickTale products and services mentioned herein, as well as their respective logos, are trademarked or registered trademarks of ClickTale. All other product and service names mentioned are the trademarks of their respective companies. These materials are subject to change without notice. These materials and the data contained are provided by ClickTale and its customers and partners for informational purposes only, without representation or warranty of any kind, and ClickTale shall not be liable for errors or omissions with respect to the materials, the data or the information, that have been provided by its partners and/or clients for public promotional purposes.

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