We often hear a common complaint amongst people who are struggling to generate conversions on their website. It typically goes something like this: “We’re getting lots of traffic to our site, but little or none of that traffic is converting, What’s wrong with our site?!?!”
At this point, we hand the person a glass of water and tell them to take a deep breath. There could be a lot of reasons why your traffic isn’t converting, but it typically boils down to having what we call bad traffic or flaws within your pages.
Bad traffic is basically traffic coming to your site that isn’t what you are intending to target. Now we could get into a million reasons why your site is drawing bad traffic, but for this article, we’re going to discuss your bounce rate, which is where we typically start when trying to figure out why your traffic isn’t converting.
For those of you who don’t know what bounce rate means, it’s simply someone who comes to your site and leaves without taking any type of action, which includes going to another page. These are the ones we are trying to avoid.
While it might seem great that you’ve got lots of traffic coming to your site, if a heavy majority of this traffic is leaving right away, it does absolutely no good. In fact, all it’s doing is slowing down your site.
Thankfully Google analytics comes with a nice little tool which tracks your bounce rate, and it can be narrowed down to individual pages. So once you determine which pages have a high bounce rate, you can then start working on the problem.
Again, it might not be the actual page that needs work if you’re attracting the wrong type of traffic. This comes down to your targeting, keywords, etc. But if your bounce rate is high and your traffic is good, then you know you’ve got some flaws on those specific pages. How you determine what the flaws are is up to you.
If you’d like to learn more on bounce rate, take a quick look at the infographic below.