Let’s start with a few questions.
- So how many resources (time, talent and budget dollars) are going toward your business website and online presence?
- Can you quantify them?
- Please don’t say, ‘oh that’s easy, we haven’t updated it in a long time.’
Google’s Penguin and Panda search engine algorithm updates are making it easier and easier for a small business website with no updates, thin content and very few links to become virtually invisible. If the indexing and ranking work of those little internet robot spiders is putting you in haze of dusty cobwebs – read on.
The objective(s) of your web presence may go much deeper than this – but you probably cannot argue that you have a website so that your customers and prospects can find you online. Right?
To be found online, especially if your prospect doesn’t know your name, requires a website platform that can be updated frequently, one that can be managed for content and meta fields for search engines and a platform that be modified/customized with add-ons, widgets or modules. Your website objectives and goals should include the ability to demonstrate your unique commitment to your target markets by providing the content, links and social signals to encourage their participation, engagement and provides exactly what they are searching for in their research, purchase or support phase of their need for your product and services. Oh but this sounds so, well, deep.
Let’s start simple. Over the next few months watch for posts in our ‘Web Statistics Series’. This series will introduce some basic concepts to help you gather some basic information on how you should be reviewing your web statistics and using what you learn to optimize for better success.
The first thing you need to understand is your ‘bounce rate’. Before we look at your bounce rate – do a bit of thinking – who do you think is coming to your website? What are their intentions? Are they browsing, doing research, ready to pull the purchase trigger or perhaps they are already a customer and are looking for customer support. Are you unsure who all your visitors are – that’s okay – we will continue to work on it. For now just keep an open mind and as you start examining your statistics and begin analyzing, remember that you most likely have a couple to several kinds of visitors at various stages of the sales cycle. The design, colors, content (or lack thereof), menu options, graphics, etc. may all affect your bounce rate. Visitors are coming with expectations – your job is to figure out what those expectations are and optimize your site to get more of what you want and less of what you don’t find beneficial.
We found a great article by Mark Simpson, posted in Multichannel Merchant that summarizes bounce rates, bounce rate goals and fixes to consider.
Please come back and leave a comment so we start a great discussion on Web Stats and Bounce Rates. Next week we will continue ‘the series’ with a discussion on definitions of objectives, goals, key performance indicators and metrics.