If you STAY, you PAY?

You just have set up your new homepage or online store for the world to look at. You have prospects lining up, wanting to buy your new products you just put online. Or do you? According to your Google analytics, you have a lot of visitors landing onto your homepage but without explanation – they are leaving. Without buying. The visitors come and go, maybe after two minutes, maybe 15 seconds, maybe even less. Let’s dig a bit deeper into this.

Bounce rate is the percentage of visitors that go onto your webpage and do not visit other pages on your site, they just leave almost immediately after entering. You can call that a bouncing visitor.

Exit rate is the percentage of visitors that leave your site from a given page, based on the number of visits to that page. In this case the visitor might have visited other pages, but is just exiting from that specific page you are analyzing.

Both of these are important and can help you with your online marketing. Bounce rate is extremely important if you ask me. Let’s say you want to sell a blender for making smoothies. You just made a Google adwords campaign that quotes “Buy this Blender from here, it’ll be the last blender you ever need!”. Let’s assume your customers click on that ad and go to your homepage. If your bounce rate on that specific site is 80%, why are that many potential customers bouncing after they made up their mind that they might actually want the blender, clicks on the link, but then leaves without buying? Is it a bad blender? Is it an ugly page? Is it a scam?

As you fix this and make your landing pages better, you increase your conversion rate and by that -> more buying customers -> more revenue. This is also true with your blog.

Why do online shoppers leave without paying?

leaving

Source http://www.shopify.com/blog/8484093-why-online-retailers-are-losing-67-45-of-sales-and-what-to-do-about-it

Unexpected costs seem to be the reason for 56% of the abandoned shopping carts. Make sure you show your customers all the charges are clearly shown on the product page.

Another reason is that the potential customer was just browsing, searching for information. That customer might not ever have had the intention to buy.

The third biggest reason according to the study is that the prospect find a better price elsewhere. There is not so much to do if your price is what it is. You could lower the price or then just convince the customer that you sell a product of higher quality than the less expensive.

Make your page visually appealing!

Do not use cheesy images or Wingdings as a font. Make your website easy to use, with a simple layout and use an easy shopping-cart. Make sure you have the right customers landing on your homepage, do not advertise your page to people who aren’t possible prospects. I mean, why make campaigns for a cottage-vacation to people who live near and already own a cottage? Have all costs and charges clearly shown on the product page. Have your website up and running without latency.

How to measure, follow and utilize analytical information about your site?
Google Analytics is a great tool for getting exact data about your visitors in your website. It will fits for small businesses or huge online stores. The best thing for a small business is, that you can use Google Analytics free of charge. Only after you have 10 million hits per month, you have to upgrade to Google Analytics Premium which costs.
Google Analytics is not only for online stores. It fits as well for tracking multiple web sites like blogs, facebook pages, RSS feeds and many other web page types.
Source http://www.google.fi

What makes you leave a site just moments after you have entered it? You visited it for a cause, didn’t you?

What are your tips for a new online-entrepreneur who is just publishing his / her new online store or blog?

analytics
Screenshot of Google Analytics.
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3 Responses to If you STAY, you PAY?

  1. piberic says:

    This blog included very good tips and hints for entrepreneur and web site designer. I also liked the references to the statistical metric indicators Bounce rate and Exit rate, anyhow does Google Analytics assist in calculating Success rate = number of hits which lead to purchase?

    I’m also curious to know is Google Analytics helping also to reach the target audience and if it is, then how does that work?

  2. This was a great post, thank you! It was really interesting to read about this because i have to admit that i don’t know much of it myself.
    But, is it really so easy? And how to reach the right customers by campaigning, isn’t it hard?

  3. marijohannal2014 says:

    I found this blog very interesting! Have you ever thought that among the bouncing visitors there might be some of your competitors that just want to know what do you sell and on what price on your online-store? Also some competitors visit your online-store just to know if you present some references on your sites (like collaboration with significant customers) – that might be interesting and useful data for your competitors. I have also heard that when you have Google ads, you pay every Google click of your sites and your competitors might click your sites just to cause more Google advertisement costs to your company.

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