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Improve the bounce rate before you launch your campaigns. If you have a 70% bounce rate and you start a campaign that brings 100,000 people to your landing page, 70,000 will leave. If you lower the bounce rate to 30% (which is quite feasible; we ve lowered bounce rates to 21%), you ll get 40,000 more visitors with the same budget.
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If your website s width was designed for small monitors and most of your visitors now have large monitors, you re leaving empty space at the right and left sides of your screen. You could fill that space with your products. A narrow page design pushes the end of your page below the fold (below the bottom of the screen) where visitors won t see it. By using the full width of a screen and presenting your products and services above the fold, you increase the opportunity for conversions. Go to Visitors | Browser Capabilities | Screen Resolutions and look at the list, as shown next. Note that 800 600 is the smallest monitor setting, but 1024 768 is the usual size for today s monitors. Click on Goal Conversions and see if there is a relation of conversions with monitor width.
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If there are only a few conversions from visitors who use 800-pixel width, switch your website design to 1024 pixels. Discuss this report with your web designer and redesign the site.
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Where Do Visitors Click on Your Website
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Site Overlay is another very popular report. First, set the time span in the calendar to the last 90 days and then go to Content | Site Overlay. A new window opens up. At first you see your website, and then little rectangles are added next to the links at your website. The rectangles show you
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the number of clicks. Better yet, the bar shows which links got the most clicks, as you can see next.
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This means you can quickly see which links on your page get the most traffic. At the top of the window, you can select clicks, goals, or values. The color bars change to show which links produce conversions or revenue. Move the most productive links to the top left of the page. You ll get more sales just by doing this. Site Overlay gets lots of attention in meetings because it s easy to understand and gives you very clear information that lets you make decisions.
Search Engine Marketing
Just like maps, this report shows very complex information in an intuitive and visual way. If only more reports could be shown this way! Regrettably, this tool doesn t work on some sites with Flash, frames, and so on. You ll have to try it on your website and find out.
Funnels
A funnel is the click path of visitors through a website. You set up a series of pages that make up a path-to-conversion, such as a landing page, a product details page, an order page, and a thank-you page. The funnel then shows you how many people move from one page to the next. It also shows you how many people exit a page. To use funnels, go first to Settings and add the series of pages in the funnel. Then go to Goals | Funnel Visualization to see the funnel, as shown next.
CHAPTER 4:
Funnels work best for improving the pages in a clearly defined conversion path. You can set up funnels, see how many people entered each page, how many went to the next page, and how many exited the page. You can use multivariate testing to improve these pages. But at a large site, there can be thousands of possible paths. Visitors appear to click around almost randomly. They may leave the website, which is reported as an exit (an abandonment) in the funnel, but they come back. You may find that the most common path is only a fraction of all conversion paths. In this case, it s better to use funnels where a stage can be a collection of pages. Let s say you ve created a silo for a product, so there is a landing page and ten subpages for the options, comparisons, features, reviews, and so on. Finally, there is a purchase page and a thank-you page. There are two ways to add the subpages (the ten pages) to the funnel. You can place the ten pages in a folder and use the folder name as the path. However, sites generally don t place products in folders. All files are on the same level, so you use the product name in the file names for the subpages (for example, koifood-reviews.html, koifood-compare.html, koifoodcontents.html). You set up the funnel and set the Match Type option to Regular Expressions Match. Add the word that is common to all subpages (in our example, koifood) and use a regex statement to mark it for example, koifood(.*)\.html. This adds any page that contains the word to the funnel. (This feature works for a small site, but don t use it for a large site. In general, don t use asterisks in regex statements because this matches everything, which slows down the processing.)
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