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Whether you are focused on search engine optimisation or pay per click, it is important that you know which pages receive the highest volume of traffic and maybe more importantly the pages which have the highest bounce rates.
If a page is underperforming then you need to take immediate action to improve it where required. Landing pages need to make an immediate impact upon visitors and encourage them to interact further with your site.
If a landing page has a bounce rate of over 50% then this is considered to be high. However, if the landing page is a blog post and has a high bounce rate then this is to be expected, as visitors are only likely to be visiting to read the latest update.
You can find out which pages are your key landing pages by viewing the Top Landing Page Report in Google Analytics, which can be found amongst the Content Reports.
If a landing page has a high bounce rate then consider a more suitable landing page for PPC or revise the term you have optimised the page for if your traffic is from natural sources.
If you would like Koozai to review your Analytics Account then please contact us about our Website Analytics Consulting Services.
Lucy Griffiths
Lucy is an Internet Search Specialist focusing and working with clients on Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) strategies.
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1 Comment
jamesgurd 29th July 2009
I think the point you make in the first para needs to be emphasised more – it is essential you know which pages are attracting the highest traffic.
If you are looking at driving conversion (whether that is sales, downloads, sign-up etc) then pages with high visits & a high bounce rate can deliver the greatest uplift when optimised.
We've seen landing pages with 90% bounce rate but minimal traffic and limited product range – even if the page was 100% optimised it would be impossible to deliver a positive ROI based on the cost of testing & optimisation.
It comes down to relevance and commercial goals.
thanks
james