Now that you know the different ways that you can segment your site traffic, I’ll show you how you can create adjusted bounce rates.
How To Create Adjusted Bounce Rates in Google Analytics
You can adjust what Google Analytics considers an interaction. This will directly impact your bounce rate.
For example, you might feel that a visitor has interacted on your site if they watched a video.
In Google Analytics, you have the option to set an event like playing a video, clicking a button, or completing a download as an interaction.
Then, users who complete these “events” will no longer count toward your bounce rate.
However, you need to careful with this. Make sure that automated events don’t skew your results.
If you’ve set up your videos to play automatically, you don’t want to count video views as interactions.
The simple way to modify how Google records interactions is by sending events into your Google Analytics that tell you when a user spends a certain amount of time on a page scrolls through a certain percentage of a page, or sees a specific element on the page.
Sprout Social, a social media management software business, understands that giving users a free trial period and educating them along the way is a surefire way to convert more users into customers.
You can get buy-in without getting a buy from a client with a CTA for a free trial. This will help you achieve a good bounce rate. Review your landing page, whether a WordPress theme or not, to see how you can offer something with urgency and get a site visitor to take positive action.
If you’re in the SaaS business, offering free trials truly works. Your free trial should be made plain in your CTA.
Use Videos and Images to Engage Your Audience
Humans are visual creatures.
We love imagery. We also retain information better from images.
If you hear something or read something, the chances are good that you’ll only remember 10% of it three days later. However, if you see a picture, you’re likely to remember 65% of it.
Adding images and videos is a great way to get your audience engaged with your content.
A higher bounce happens when you’re getting the wrong website visitor from the start. This is a targeting problem.
If your content strategy isn’t yielding the right visitors and increased sales for you, it’s time to improve.
There’s nothing as powerful as publishing custom content that’s “right” for your market, using a content strategy that takes each stage of the buying cycle into account.
Brian Dean boosted his conversions by 785% in one day, with A/B split testing, because he recognized that the traditional ebook giveaway is no longer effective for building a massive list. He created the “content upgrade” strategy, which has now become a marketing standard.
The mistake that a lot of content marketers make is attributing a high bounce rate to a lack of quality content. But, the term “quality” is relative. Your definition of “quality” may not be the same as mine. A higher bounce might be better attributed to the wrong content.
For example, in the internet marketing world, lengthy articles (usually 2000+ words) are considered high quality, because they tend to address every question or concern of the target audience.
On the other hand, this is not true in non-internet-related industries, like health, entertainment, and finance. In these industries, shorter, informative articles tend to perform better on social media platforms.
This is a lesson for you when building a campaign or creating content: Always target the right visitors. If you run a Facebook Ads campaign, drill down into your campaign and get to the right people.
The value of the right audience can’t be overemphasized. In an interview with Forbes, Robert Kiyosaki said that the key to his success in building a multimillion-dollar brand around financial literacy is “simplicity.”
This is truly striking because I’ve often advocated the KISS (keep it simple stupid) concept.
It’s a chain reaction. When you create the right content and use the right channels to distribute it, you’ll ultimately reach the right audience that will be interested in your offer. You’ll develop a good bounce rate.
This is the easiest way to make marketing work for you. For example, if you sell information products (such as ebooks or software) and services, you’ll double or triple your sales conversion rate just by attracting the right prospects.
Further, HubSpot’s research data shows us that 50% of consumer time on the web is spent engaging with custom content that’s tailored to them.
Write Attractive Meta Descriptions
A lot of companies don’t optimize their meta descriptions for search users. As a result, their click-through rate continues to decline.
Maybe they didn’t think that it was that important – but it is.
When users type a keyword into Google search, any word that matches the search term is bolded, to differentiate it from the rest and tell the searcher to consider that result.
Meta descriptions are HTML attributes that describe what a particular web page is about. Search engines use meta descriptions to display a snippet of your web page, so that users can determine whether a particular search result is right for them, just by reading the description.
The optimal length for a meta description is 155 characters. If a web page description is longer, the remaining characters will not show in the search results pages. Instead, you’ll see an ellipsis (…) at the end. This may cause a higher bounce rate because people felt misled about your website.
Before you can successfully write an attractive meta description, you’ve got to understand the anatomy of a search result and where the meta tag fits in.
One of the tactics that I employed to grow Gawker Media’s traffic by 5,000,000 visitors was creating a unique meta description for each page, instead of allowing Google to automatically pull the site’s slogan or initial copy.
If you’ve got the All In One SEO pack installed on your WordPress blog, this is easy to do. For every post that you publish (each of which is a separate web page on your site), you can provide a unique meta description. Use these tips:
Include the Target Keyword
Since a meta description is basically targeted at search users, make sure that the keyword they’re searching for is present in your description. However, this doesn’t mean that you should go stuffing keywords into descriptions.
On the contrary, you should absolutely continue to write naturally.
For example, let’s say that your main keyword is best plumber in NY. Here’s how to include it in your description naturally:
You can see that I mentioned the keyword just once in the description – not more. Also, notice how the keyword flows into the rest of the copy, so it doesn’t appear manipulative. This helps achieve a good bounce rate where a site visitor will see what the site is about and hopefully be enticed by the CTA.
Use A Call-to-Action in Your Meta
Search users – all users, really – need you to tell them what to do next.
Still using the above keyword (best plumber in NY) as our example, here’s how to use it as a call-to-action in your meta description:
Analyzing and improving your bounce rate can be intimidating. But improving your bounce rate means a more engaged audience and more conversions.
If you follow the steps I’ve outlined in this post, you should see your bounce rate decrease in no time.
First, understand what a “good” bounce rate really is and narrow down your analysis to pinpoint exactly what your bounce rate metrics are telling you.
Remember that a site-wide bounce rate is simply a vanity metric. It’s too broad to provide actionable information.
Focus on the different segment reports and your other analytics tools to dive into the data.
Check out your top exit pages, page timings, and speed reports to understand what might be causing your bounce rates to be high.
To help people engage with your content, be sure to improve your site’s readability, add imagery, optimize your CTAs, and use live chat.
Do some A/B testing to see what works best for you and your audience.
Monitor your reports with each change to see where and how you’re improving
Remember: There is no magic number that you’re trying to hit.
Aim to keep improving and offering your customers a better, more engaging experience.
What tools and tricks do you use to monitor and improve your bounce rate?