Implementing Google Analytics on your business website or blog is an important element to keep track of many major tracking components that can play into the long term success of your website. Some important measures to continually monitor on a regular basis are the conversion rates and bounce rates of your website's visitors. A conversion refers to when a visitor completes a successful transaction, whether that is a sale, download of a free item, signing up for an email list or other similar positive transactions. The conversion rate is determined by taking the number of successful conversions divided by the number of unique visitors to your site. The higher the conversion rate, the more trust and acceptance an end user has for the content found on your site.
The bounce rate is commonly used to determine if your landing pages are relevant to the user visiting your site. In depth, the bounce rate can be described as the percentage of visits in which the person left your site from the entrance page. In short, it's a measure of the value of the visit. A low bounce rate signifies the page reached was relevant and worthwhile to the user. This metric can be found within the Google Analytics application.
To effectively continue with high conversions and low bounce rates, the main focus should be constantly reviewing these measures within Google Analytics. An upward trend of conversions and downward trend of bounce rates will give the website owner the best chance to succeed in their goals. However, if you are experiencing just the opposite and want to improve your site's low conversion and high bounce rates, it's important to keep in mind what the customers' intent is versus the delivered pages content and purpose.
Directing the customer to a page that doesn't meet his needs or is irrelevant to his search query will keep a conversion from occurring and, in effect, will turn him away from the page and typically the rest of the pages on the site. This is a main reason why your website may not be converting highly. To increase conversion rates, a high performing page is required and it's essential to have a thorough understanding of the purpose of the page and an even better feel for what made customers visit that page. This will certainly increase the conversion rates and will be obvious to you within Google Analytics.
The main reason why bounce rates are high is because a user has reached a page that is insignificant or primarily unrelated to his search. A user will not stick around long enough to navigate other pages assuming those pages are just as unrelated as the page he arrived on in the first place. By providing the end user with the results he is looking for, your bounce rate will decrease stemming from giving the user the right amount of value to keep him engaged. Google Analytics will show more page views and the user will have higher satisfaction with the site as a whole. Higher satisfaction will lead to user trust and reliability, which in turn, increases conversion rates. The user feels he is gaining quality material and receiving something of real value by signing up for an email list, buying a product for sale, or downloading a free item.
By providing a worthwhile user experience from relevant content and quality offerings, a website owner is well on their way to keeping their bounce rate low and their conversions high. Google Analytics will spell these metrics out for you very clearly, and as the right trends continue, you will see the relationship grow between you and your users.
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