After this presentation, you will understand: - How to use In-Page Analytics - When a high bounce rate matters - User performance across multiple devices and browser types - What changes can be made with the data you pull

1. Google Analytics Beginners:
How to measure your homepage
design and success
Presented by Emily VonSydow, Project Manager, Bop Design
June 3, 2014

2. 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

3. 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

4. Before We Begin – Google Analytics Universal

5. 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.

6. In-Page Analytics
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7. 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

8. 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.

9. The Bounce Rate

10. 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?

11. Measuring Bounce Rate on the Homepage
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1
3
Your homepage is
the “ / ” – typically
in the top five
landing pages (if
not #1)

12. Measuring Bounce Rate on the Homepage
4
Sort by “Medium”
to find what sites
are sending users
to your
homepage
5

13. 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.

14. Mobile & Tablet Users to the Homepage
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1
3

15. Mobile & Tablet Users to the Homepage
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16. 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.

17. 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…

18. Know your website load speed!
For your website visitors, seconds matter!
Source: KISSMetrics, http://blog.kissmetrics.com/loading-time/

19. 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

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