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Google Analytics Report on how to reduce bounce rate

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Learn how Streebo helped one of their customers with amazing ideas on ways to reduce their bounce rate, after analyzing their traffic sources and landing pages . For more info, visit : http://www.streebo.com/intractive-service.html

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Google Analytics Report on how to reduce bounce rate

  1. 1. © 2016 Streebo Inc. All Rights Reserved. North America Site Analytics Report Prepared by: Streeboi
  2. 2. © 2016 Streebo Inc. All Rights Reserved. Synopsis  Bounce Rate has increased dramatically from Jan 2016. Details  Google Analytics tracking Code implementation is correct. Details  Both new and returning visitors are bouncing equally from the site. Details  All browsers and devices are showing similar bounce rate, however Safari browser and mobile devices are showing higher bounce rates than others. Details  Traffic Source Analysis highlights referral sites causing high bounce rates. Details  Direct Traffic Bounce Rates and solutions for reducing this bounce rate. Details  Page Load Time comparison across months and pages show that the pages are loading too slow when compared to industry standards. Details  Action Items for IT & Marketing to reduce bounce rate. Details
  3. 3. © 2016 Streebo Inc. All Rights Reserved. Traffic details – May-16 Vs. Apr-16  Bounce Rate has gone up suddenly by 15 percentage points from Jan 2016 onwards (Same as LPM – EU). There must have been some change in the website which has triggered such a rise in bounce rate – change in tracking code was the reason stated  Bounce rate has remained steady post Jan 2016 which suggests that there isn’t one single reason for the high bounce rates. There are multiple reasons which are studied in the subsequent slides Months Sessions Visitors Pageviews Pages / Session % New Sessions Bounce Rate May-16 55953 36394 172300 3.08 55.58% 50.27% Apr-16 59075 37738 172377 2.92 54.76% 50.59% % Diff -5.22% -3.56% -0.04% 5.46% 1.50% -0.64% 15% average rise in bounce
  4. 4. © 2016 Streebo Inc. All Rights Reserved. Google Analytics Tracking Implementation
  5. 5. © 2016 Streebo Inc. All Rights Reserved. New v/s Returning Visitors – May-16 Vs. Apr-16  Returning visitors: While the number of returning visitors remain more or less same, the reason for their bounce from the site could be denoted to less frequent updates and content changes to the site (More of direct sourced traffic)  New visitors: New visitors are moving away from the site because of the ‘less relevant content’ on the homepages and ‘Customer tools’ pages (Most of the new visitors are visiting site through the ‘referral’ mode and hence it asks for more relevant and targeted campaigns to drive relevant traffic New Visitors Returning Visitors Sessions Bounces 55.6%44.4 % 54.8%45.2 % 56.5%43.5 %57.4%42.6 %
  6. 6. © 2016 Streebo Inc. All Rights Reserved. Technology : Browsers - May-16 vs Apr-16 • Chrome browser has the maximum visitors and bounce rate is lesser here than the site average • Safari has higher bounce rates than the site average • In subsequent slides, we will talk about other factors which is causing the incremental bounce rate • Action: Re-check how the site content renders on various Safari devices 30078 13525 5776 4496 30481 14748 6603 5010 Chrome Internet Explorer Firefox Safari SESSIONS ON BROWSERS May'16 Apr'16 48.8% 49.3% 53.3% 56.4%47.3% 50.7% 56.2% 59.6% Chrome Internet Explorer Firefox Safari BOUNCE RATES ON BROWSERS May'16 Apr'16
  7. 7. © 2016 Streebo Inc. All Rights Reserved. Device Type - Desktop Vs Mobile 50329 4779 979 53219 4879 977 Desktop Mobile Tablet SESSIONS - DEVICEWISE May'16 Apr'16 49.6% 57.9% 49.0%49.8% 59.0% 50.4% Desktop Mobile Tablet BOUNCE RATE DEVICE WISE May'16 Apr'16  Device-wise bounce rates are higher for mobile devices as compared to Desktop – however the 49.6% bounce rate (For desktop users) is also high  Relook the Mobile Interface to see why the bounce rate is higher than other devices, through more responsive mobile design
  8. 8. © 2016 Streebo Inc. All Rights Reserved. Traffic Source Analysis – May’16 v/s Apr’16 22911 20513 10763 934 492 398 103 23839 21904 11718 986 491 2 83 Organic Search Referral Direct Other Social Paid Search Email May'16 Apr'16 48.8% 48.7% 53.8% 58.2% 59.2% 78.6% 77.7% 49.3% 49.4% 53.9% 62.8% 62.3% 50.0% 62.7% Organic Search Referral Direct Other Social Paid Search Email May'16 Apr'16
  9. 9. © 2016 Streebo Inc. All Rights Reserved. • Traffic source analysis in previous slide indicates that bounce rates are high for paid search campaigns ( 79%), email campaigns ( 78%) and social traffic ( 59%). This traffic is not huge, but it is still a big red flag • Earlier reports indicate that the bounce rate is high across devices, browsers, new/returning users, traffic sources • So, the subsequent slides will focus on how we can reduce the bounce rate overall by identifying • Traffic sources which are causing high bounce • Landing pages with high bounce rate • Page level studies to identify bounce rate causes • The subsequent reports are focused on April alone as the trend across both the months is same. Page & Traffic Source Analysis- Apr’16
  10. 10. © 2016 Streebo Inc. All Rights Reserved. Traffic Source Analysis – Apr’16 Traffic Source Landing Page Sessions Bounce Rate Referral NA Home 8,030 ( 14%) 49% Referral EU Home 2,590 (4.4%) 52% Direct NA Home 1,954 (3.3%) 59% Organic Search EU Home 1,685 (2.9%) 43% Organic Search NA Home 1,672 (2.8%) 44% Referral NA Customer Tools 1,557(2.6%) 77% Direct Simplified China Home 1,406 (2.4%) 21% Direct EU Home 1,353 (2.3%) 69% Organic Search Germany Home 908 (1.5%) 32% Other NA Contact Us 716 (1.2%) 65% Organic Search India Home 714 (1.2%) 40% Referral Simplified China Home 712 (1.2%) 18% Key Problem Areas
  11. 11. © 2016 Streebo Inc. All Rights Reserved. 1. Referral Traffic on NA Home Page • Referral site ( survey.walkerinfo.com) is giving traffic with high bounce on home page. The traffic from Group home page is lower than site average (Directed journey) 14% of all traffic on site with 49% bounce rate
  12. 12. © 2016 Streebo Inc. All Rights Reserved. 2. Referral Traffic on NA Customer Tools • Viewers landing on NA Customer tools from apps.fasson.com are very high (84%) and their bounce rate is also high (81%) + Users landing from fasson.com are not being redirected to correct page • Re-look the engagement on fasson.com and display the content appropriately 2.6% of all traffic on site with 77% bounce rate
  13. 13. © 2016 Streebo Inc. All Rights Reserved. 3. Direct Traffic Analysis • NA Homepage and EU homepage direct traffic is bouncing much more than acceptable. • For direct traffic bounce, the content, design and user experience of the landing page have to be analyzed for understanding the user bounce issues. 19.84% of all traffic on site has 54% bounce rate 1. Simplified China homepage should be the benchmark page for all Avery Dennison pages as far as bounce rate is concerned
  14. 14. © 2016 Streebo Inc. All Rights Reserved. European Home Page Bounce Rate : 53.4% NA Home Page Bounce Rate : 49.4% Target Home Pages
  15. 15. © 2016 Streebo Inc. All Rights Reserved. Simplified Chinese Home Page Bounce Rate : 20% What has the Simplified Chinese Home Page done ? • This home page has key product info which ideally a user wants to see on the site (OR on the homepage) • Moreover, this site is in Chinese language, so the options that a user is getting in these geographies are less as compared to options in English • We can see that the Chinese site has news updates from May while it is not clear how frequently NA home page or EU home page are being updated
  16. 16. © 2016 Streebo Inc. All Rights Reserved. Page Load Times – May-16 Vs. Apr-16 All Times in Secs Avg. Page Load Time Avg. Redirection Time Avg. Server Response Time Avg. Page Download Time May-16 8.74 0.15 2.00 0.13 Apr-16 9.23 0.15 1.63 0.18 % Diff -5.27% 2.55% 22.07% -26.02% Page Title Page Load Time (sec) Page Views Bounce Rates May-16 Apr-16 May-16 Apr-16 May-16 Apr-16 label.averydennison.com/en/home 7.9 9.6 13,132 14,362 48% 49% label.averydennison.eu/en/home 4.7 4.3 6,439 6,980 48% 53% label.averydennison.com/en/home/se rvices/customer-tools 5.1 4.1 4,013 3,850 77% 77% label.averydennison.cn/zh_cn/home 14.8 22.7 3,545 3,411 27% 23% label.averydennison.com/en/home/lp m-products 6.7 3.8 2,449 2,676 48% 47% label.averydennison.de/de/home 8.8 4.3 2,020 2,527 47% 42%
  17. 17. © 2016 Streebo Inc. All Rights Reserved. Action Items - Marketing / Line of Business  Implement Intuitive navigational changes on landing pages and targeting to attract New visitors + Review and revise existing content to better engage the existing / returning visitors  Put rich media content [Videos + Case studies] to increase stickiness on the site  Relocate and revise ‘Call to action’ buttons across the pages; make it more readable  Avoid large chunks of text, it makes users disinterested  Choose easy to read formats (Appropriate use of headlines, subheadings and bullet points)  Every page should have a suggestive conclusion and can lead to a ‘defined next step’  Re-visit the referral campaigns (Including Email, Social and Paid campaigns)  Analyze the journey and engagement on survey.walkerinfo.com and apps.fasson.com (Leading to high volume of traffic and causes incremental bounce rates)
  18. 18. © 2016 Streebo Inc. All Rights Reserved. Action Items - IT  Review site loading time immediately as load times are very high when compared with usual standards  You will have to check if images or heavy files are being uploaded and optimize them  Conduct UAT and performance testing for iOS devices + Implement performance test tagging for ‘Safari’  Server performance to be reviewed while implementing necessary changes [HTML, CSS and JavaScript changes across the pages]  Some of the pages and URLs contains ‘broken hyperlinks’  The <h1> tags are missing and the <img> tags do not have an ALT attributes defined  Pages contain multiple ‘canonical’ formats  Page titles and descriptions are missing or ‘too long’
  19. 19. © 2016 Streebo Inc. All Rights Reserved.  Contact us today for: o Interactive Services Offering info@streebo.com www.streebo.com/mobile Mobility.sales@streebo.com +1.832.736.1038+1. 713.267.9341+1. 216.849.7786 Talk to our Marketing Specialists on:

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