How might someone use your website to find, navigate, and become more educated about your services?
Google Analytics offer a wealth of data surrounding your visitors and their behavior while on the site. Even the most advanced analyst cannot digest it all. It is important to identify a few things early on that can help to optimize a website.
How To Get Started
One of these key metrics is the "bounce rate", or how many people leave your site as quickly as they got there. When one doesn't bounce, we would hope that they are becoming more invested in your service offering by reading more. The ultimate goal for each page would be to get them to go onto another "more information" page, or complete a call to action. Looking at the bounce rate for each page tells us how compelling our content is.
Now that we are educated...what are your site visitors doing when they get to your site? Finding and tweaking pages with the highest bounce rate is the best way to tackle the problem in the long term. If you are always improving your weakest link, your entire website and credibility is raised for the whole. Not to mention the conversion rate….