Google Analytics Beginners:How to measure your homepage design and success

Presented by Emily VonSydow, Project Manager, Bop Design

June 3, 2014

About Bop Design

• Based in San Diego, CA with clients all over the U.S.• Specialize in marketing and web design

& development for B2B firms

After this presentation, you will understand:• How to use In-Page Analytics• Tactics for identifying cause of high bounce rate• User performance across multiple devices• What changes can be made with the data you pull

Before We Begin – Google Analytics Universal

What are Sessions and Users?

Users are the visitors to your website.

Sessions are a group of interactions from all your users within a given time frame on your website. Google defaults the time frame to 30 minutes.

In-Page Analytics

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In-Page Analytics

• Open a new tab and type in your homepage URL• Click within other subpages to view percentages of user clicks

When done, click the “Exit” button

In-Page Analytics: Questions To Ask

• What does the distribution of clicks look like? Are certain pages drawing more clicks than others?

• Are your calls to action receiving any clicks?• Are users getting to your “Contact Us” page and other valuable

conversion points? Are they able to find those subpages easily?• What services or product pages are users clicking to the most?• Is your website design dated or not communicating your brand’s

value proposition? This is subjective, but important to consider.

The Bounce Rate

What should my bounce rate be?

• Depends on the type of landing page:– Homepage?– Product or service page?– Conversion landing page set up for a specific campaign?

• And the type of visitor:– Are organic visitors getting what they need from your site? Are

you appearing in the right search results?– Is certain referral traffic producing a higher bounce rate?– Are you receiving many mobile visitors, but your website isn’t

optimized for that device?

Measuring Bounce Rate on the Homepage

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Your homepage is the “ / ” – typically in the top five landing pages (if not #1)

Measuring Bounce Rate on the Homepage

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Sort by “Medium” to find what sites are sending users to your homepage

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Measuring Bounce Rate on the Homepage

Based on the bounce rate above, see what type of traffic is causing a higher than average bounce rate and how your homepage design, copy and development impacts it.

Mobile & Tablet Users to the Homepage

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Mobile & Tablet Users to the Homepage

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Mobile & Tablet Users to the Homepage

If mobile and tablet visits have a higher than average bounce rate and make up 25% of your traffic or more, consider responsive web design.

Homepage Results & Tactics to Consider

• “Google / Organic” users have high bounce rate– Solution: SEO. Ensure your website is appearing for the right

search results.• Referral traffic is creating a high bounce rate

– Solution: Focus your time on the referral sites that are sending the most valuable traffic.

• Conversion elements like calls to action or contact forms aren’t accessible– Solution: Refresh your web design so it draws visitors in and

keeps them engaged.• Mobile and tablet visitors aren’t engaged

– Solution: Consider responsive design if mobile visits are 25% or more to a website.

And most importantly…

Know your website load speed!

For your website visitors, seconds matter!

Source: KISSMetrics, http://blog.kissmetrics.com/loading-time/

Know your website load speed!

Find your load speed with any of these free sites:– Pingdom (http://tools.pingdom.com/fpt/)– Google Page Speed

(http://developers.google.com/speed/pagespeed/insights/)– Page Scoring (http://www.pagescoring.com/website-speed-

test/)

• If your load speed is higher than five seconds, hire a developer to examine your site and make recommendations

Found our presentation helpful?Visit our website for more free resources: www.bopdesign.com

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