|Customer behaviour at the web sites (bounce rate)|
I've been in the lucky situation that I for some time have found my web pages at the top of the serp in Google (for a few years). Don't ask me how I ended up there,as I'm an amateur as SEO.
Still I have to admitt that I have tried to pick up some advice from WW.
My main goal have been to get a ranking that can be found by potential customers, and I have succeed I think.
But unfortunately I have litle or nearby no knowledge about design (Similar to my SEO knowledge). Because of this ? it seems like customer don't find what they are looking for.
Through my analyses I can see what the seqarch for, but they ends up on wrong pages (mostly how to pages), and they don't look other places at my web site.
I.e. if the search for large widgets and end up on red widgets, they don't look further. Probably because I have no knowledge og design. I have done alle I can think of to have the right menu and the right text links, etc. Still the bounch rate is too high.
Have anyone a link to a "what to do and not to do" site ?
I have found many sites out there, but at this stage I need a simple description without 20 pages of text. I need a simple chart.
Partly that may be your design, partly it is typical behaviour.
One site of mine I have a directory of widget related resources. This is split across separate pages for red, green, blue widgets etc. A hit for red widgets typically ends up on the directory home page but a significant proportion do not click on the red widget link.
It seems like you have exactly the same problem as myself.
I have tried with pictures as links and I have tried with menu with text links. I have also tried with text link other places on the site.
None of them seems to work the way I want.
I also have to admitt I address a profesional market, and when end users likes any kid next door hits my site I'm not interested in these customers. My text links also describes this in a way.
But many profesionals is also leaving the site. Some customers calls and ask if we have any solution for this and that, and the reason they call is that they have not found what they looking for.
Whats logic to me is obviously not logic to others. I have also discussed this with some friends of mine with and without computer/internet knowledge, and all say it's logic even that I can see it's not so for some others.
I guess I have to live with this problem for a while and look for a redesign that I'm sure will work, maybe by helping some others with their rankings.
I have found designs that one person sees as 100% intuitive which another will see as totally incomprehensible.
Still, a lot of people just will not click on a link within a site.
|but they ends up on wrong pages (mostly how to pages) |
This statement leads me to ask:
1) Do you have the products that go well with the how to pages?
2) Is this shopping cart easy to find, easy to use?
3) Are you linking to the product section or directly to product from within the how to pages?
4) The information may be useful, but if you are not offerng the right products, at the right price, and making it fairly easy to go straight to the buy page, they will leave your site and search widgets. Then they will buy from a site that is all shopping cart and no information. But you've lost the sale.
|large widgets and end up on red widgets, they don't look further. |
Navigation. It should be easy find the widget section that they really need. Or maybe the pages rank well but are, in fact, NOT that useful. Plenty of garbage sites rank #1.
|Still the bounch rate is too high. |
In relation to what? This just tells me that people are leaving the page in hurry. What is the conversion rate (sales) of visitors that don't bounce right out and head elsewhere? First impressions count. You have a few seconds at the most to have the user feeling that they should look at your site and not back button back to Google. Bounce and conversion rates are different metrics. Users that bounce weren't there long enough to see anything.
|and the reason they call is that they have not found what they looking for. |
We monitor emails and phone calls closely. Too many of either on any of our sites indicates a problem with design and presentation of information. We don't want emails. We especially do not want phone calls because the time is too valuable. We adjust our sites to address issues that result in emails and phone calls, making the site easier to use, friendlier to the customer, and increasing conversions without direct contact. Our customer service is excellent - but we work very hard to design websites that don't require actually providing direct customer service; the perception of excellent customer service is a high priority. Our goal is order > package and charge > ship > positive experience > repeat customer.
There are people who are still stuck on making orders on the phone with a real person. No problem; though average ticket of phone customers is typically quite a bit less than average. For us, they tend to be lower tier customers - and burning valuable time. Otherwise, your phone call is usually a problem to be prevented in the future if possible.
|I have found designs that one person sees as 100% intuitive which another will see as totally incomprehensible. |
Still, a lot of people just will not click on a link within a site.
Very true, which is why we listen to emails and phone calls very carefully to look for trends that we have not recognized. Consider also that a certain percentage of your users are just stupid and not worth having.
People that won't click on a link within a site are outside the minimum sophistication level that we require. One page, one product (or minimum line) sites are mostly not worth our while; though there are exceptions. We've got some self-published books (the real thing, not ebooks) that target small niches. One page with a heavy push on AdWords are very successful. These are areas where we have no interest in 'related products' that route is not applicable/desirable.
I made a mistake and started a new thread saying "Writing for visitors" before I saw this answer. Sorry for that.
I think there is some good ideas here. Main difference is that we are mainly an engineering company and therefore no direct shopping on our site. But we also represent some manufactures to make our solutions (electronics).
Most bounches occurs on our "how to" pages. These pages are mainly for customers to help them use the equipment we make as well as get customers finding our pages interesting in case their standard solution can't solve their problem.
The bounch rate is about 80% for those searching for info on our "how to" pages.
The conversion to phone calls from customers serching for products we represent or make is about 20%. About 40% of these buy our solutions. Customers calling based on how to pages only is about 0.5%
Number of customers coming back to our site is about 18-22%.
This is for all kind of pages (engineering, products and How to).
I agree that not all customers are interesting. Still we want to make our site interesting for everybody to have more visitors likning to our pages. Unfortunately this is difficult as the customers technical knowledge have a wide span.
Maybe we need to use more or less pictures.
Maybe we have to add some videos.
Maybe we have to make the layout/design/menus different.
We have also tried to listen carefully to customers feedback when they call, but there is no common feedback.
|Disco Legend Zeke|
you can have your code look at the search string, and if it sees "small red widget" it will display a small red widget with a price and a BUY NOW button.
that same page, should also show a thumbnail of the other widget choices. pointing to one of the thumbnails should do something visual. Or just have a price and a buy button on each thumbnail.
the howto pages are probably a significant part of the good SERP that you enjoy, even though they don't directly convert to sales.
People reading the how to pages may be existing customers who forgot if the widget screw turns left or right, and are thus monetizing as saved helpdesk calls. They may be widget users that will think of you for future purchases.
there are inexpensive FLASH based chatrooms and helpdesk that can be purchased or rented as a service. Placing something like that on your pages might improve contact rate. The caveat here is that someone needs to monitor the room at all times. People seem to like text windows for pre-sales questions and tech support, and a single agent can have private conversations with more than one person at a time.