So, you’ve set your site up, everythings optimised, and the pageviews are coming in. Tens turn into hundreds, hundreds turn into thousands and your hard work turns into a little victory dance.
Only… wait. Why are you still not getting any sales? Why is the bounce rate so high? And what the hell is a bounce rate, anyway?
Questions that’ll all (potentially) be answered here, friend. Read on for the path to enlightement.
Bounce rate is the percentage of customers ‘bounce away’ from your site without ever clicking anything else. It’s indicative of website traffic landing on a page that isn’t what they were looking for.
This is usally a failing of search enginge optimisation. The content on your page probably isn’t relevant enough to your product, whether that’s your meta information or your copy.
Clicks in and of themselves aren’t the objective – it’s converting those clicks into sales that matters, and that won’t be feasible if your visitors didn’t intend to even shop for your product in the first place.
Make your writing relevant, make sure your meta information is water-tight and ensure that those nomadic web surfers have reason to stick around (and, even better, use their wallets) by ensuring your site content is aimed at exactly what they were searching for.
Once you’ve figured out how to perfectly optimise that content for your visitors, the next logical step for them is to head to the checkout.
Hey! Congrats. You just converted those clicky visitors into cash-splashing customers. But don’t get complacent yet; it’s paramount that checking out is an easy, convinient and hassle-free experience for your customers.
Often a poorly built checkout can mean falling at the last hurdle, turning away people more than happy to launch into what could’ve potential been repeat custom. If your checkout isn’t seamless, fix it!