So you’ve got your website visible in the first page of Google results, for one or more keyword phrases. That’s good.
But of those people who click through to your website, how many of them go no further than the page they landed on?
Think about it – you’ve put time, and probably budget, into getting that first page Google positioning, so you want a better result than people going no further than your website page that they land on.
Common visitor paths
While you can use Google Analytics to identify website pages that people ‘bounce’ from, it’s not particularly friendly to work with. This is where the common visitor paths feature of A1WebStats can help you. Here’s a step by step guide …
Identify your common visitor paths
Within A1WebStats, pick a date range (typically, a month) and then, from the
‘Pages’ navigation bar option, select ‘Common Visitor Paths’ from the pulldown.
This gives you a view similar to this …
Find the worst path
A ‘bounce’ visitor path is one where there is only one line showing. A visitor path where someone went to more than the page they landed on, has more than one page showing, as in the example below:
In the example further up, it may appear that the home page is the worst visitor path (because it has 167 visitors who landed on it and went no further than that point). Sometimes the home page is misleading because people find it for various reasons and often those visitors were never going to be potential buyers anyway. It’s still worth investigating but perhaps taken with a pinch of salt.
What’s more worth looking at are those 72 people who landed on the DSEAR risk assessments page and went no further:
Dig deeper into the worst visitor path
In the screenshot above you can see that we’ve ticked that particular visitor path. By then clicking on ‘Create Report’ within A1WebStats you can get a full view of all 72 people who went no further than the page they landed on (something you can’t do within Google Analytics). That’s too much data to show here but typically, what you’ll identify is:
- How many of those visitors came from PPC.
- How many of those visitors came from organic searches.
- How many of those visitors came from other sources.
You could identify (for example), that your PPC is set up inefficiently (so people are bouncing because they searched for something that triggered your PPC advert but the page they landed on wasn’t what they were actually looking for in the first place – i.e. the PPC was misleading).
What you probably won’t see are the actual keyword phrases that brought people in from Google organic searches. This is something that frustrates many people but it’s Google themselves that blocks such visibility of keyword phrases (including within Google Analytics) and it’s something we just have to live with. However, you can still type various keyword phrases into Google to see if your page appears on that first page of results, which may have been what brought in such traffic.
Beat your competitors landing pages
So you’ve taken your ‘worst’ visitor path (people that are landing on your website and going no further than a page that you consider they should be moving beyond) and the number disappoints you. Now it’s time to draw comparisons to your competitors who appear in the Google results above and below you …
- Type various keyword phrases into Google, identifying which ones bring up that website page (the one that has high numbers of bounces).
- Work through your competitors websites and see how well those websites take you beyond the page you landed on.
- Having looked at several competitors you should have a pile of notes that allow you to make your own website landing page stronger.
- After making your landing page stronger, compare your future common visitor paths figures to your historic ones, to see the (hopefully!) improvements.
Do it the easy way
If you’re an A1WebStats subscriber and need some help with this then please do contact us – a few minutes of free help on the phone could be what sets you on the path to getting much stronger results from your website landing pages, rather than having so many bounces from your hard-earned Google positioning.