Posts Tagged ‘LPO’

Bounce rate : 4 sure-fire ways to improve it

Monday, October 4th, 2010

The bounce rate of a website is a metric that displays the amount of visitors that entered your site, viewed only one page and then left. In basic terms, its a representation of how many people didnt find what they were looking for on your site. Your bounce rate is directly linked to a number of aspects of your website and as  an online marketing professional, I come across a number of websites with bounce rates ranging from 1% to around 77%. And yes, it is possible to have a website with such a low bounce rate. Follow the below steps to not only improve your bounce rate, but to also improve the overall quality of your website.

Copy

You’ve heard this before but copy is king. As cliche as that statement is, its true. Your copy needs to highlight valuable points of interest to your visitor. If the copy is rubbish or spammy, the visitor will leave. Although most of your visitors wont spend too much time reading your content, making the important points bold and in some cases underlined will definitely catch the visitors attention and give them a clear understanding of what you are trying to portray. If you are using WordPress for your website, making use of Talooma’s Copy Compass plugin will help streamline and optimise your copy.

Site Design

Site design can have a massive impact on your bounce rate. Personally, if I’m searching for something and land up on a website that looks like it was built in the Roman era, I leave almost immediately without even reading the copy on the page. Ensure your site design is modern, easy on the eyes and displays information neatly without any advertisements (especially the page on which you are trying to convert users into sales or leads).

Call to actions

A call to action is a phrase, image or link that directs visitors to act in the manner you would want. Many websites fall short on catchy call to actions and therefore leave the visitor either trying to find the link that gets them to the next level, or leaves them in the dark as what to do next. This can have a drastic impact on your bounce rate.  Take a look at some of these CTA’s to get some idea’s for your site.

Basic Landing Page Optimisation
Google Website Optimiser
Testing different variations of certain key elements on your page may be a good way to identify problem areas on your site. For example, your header tag of your page may be throwing people off. Running the same page with different variations of these key elements is not a difficult task. I suggest making use of Google’s Website Optimiser tool to run these experiments.

In short the bounce rate of your website is one of the more crucial or critical metrics to keep an eye on. But do not only pay attention to bounce rates in isolation as certain pages especially well optimised pages (with call to actions that don’t lead away from the page) will have an acceptably high bounce rate.

Landing Page Optimisation (LPO) for Beginners

Tuesday, June 29th, 2010

Landing Page Optimisation

One of the most critical factors in determining how many of your visitors will convert into sales or leads depends on the design and layout of your page and site as a whole. Without a well planned and thought out structure, you may as well throw your money down the drain. Landing Page Optimisation or LPO is a procedure within Search Engine Optimisation that aims at increasing conversions by analysing  and modifying existing key pages.

Relevant Content

Make sure that the link that the user clicked to get to the page is directly relevant to the content that is on the landing page. In other words, if your link is “Mozambique Honeymoon Specials”, make sure that you have got Mozambique Honeymoon specials on that page. Try keep word count on the page below to below three hundred as you don’t want the user to worry about what he/she is missing if they are going to skip reading the content.

Highlight important phrases and words

As many of the users will only scan the content on the page you need to make sure that certain keywords and phrases stand out from the rest of the words.

“Call to actions”

Once your user lands on the page, your goal is to convert the user into a potential sale or lead. By adding “call to actions” you are allowing the user to accomplish this. Make sure your call to actions stand out from everything else. Ensure using bright colours and enticing copy to attract the user to fill out the form or click the link.

Keep it simple

You want your user to instinctively know what to do next on the page. Keeping everything simple and minimalistic is the best way to avoid making the visitor think about what to do next.  Removing the navigation links (except the home link) will ensure you stop the user from wandering off. Make sure you remove other advertisements, distracting images and irrelevant text from the landing page.

Test, test and test again.

Create different versions of your landing page (eg. product.html, product1.html, product2.html) and run these through Google’s Website Optimizer. This will enable you to further optimize your landing pages by identifying which version of the page is converting more visitors. Once you have identified a version that is performing the best, start the whole process again. Landing page optimisation is all about experimenting with and analysing how users interact with your landing pages.