Information Overload + High Bounce Rate = Poor Website Performance
In numerous blogs, books and forums, small business owners are told from the very beginnings of their online forays that content marketing is a must for a successful website.
Any solid marketing advice will say “You must create FAQs, blog posts, videos, podcasts, Facebook feeds, how-to sheets, free e-books, Tweets and Pins for your site to REALLY connect with your target audience.” This is good advice, after all, Google loves fresh content and so do those visitors who return to your site.
But there is inherent danger with all this information – having been told to create it, some website owners get carried away. And, unfortunately, your website visitors may not appreciate this content as much as you do – especially if it is displayed to them all at once.
By this, I mean displaying it all on the very first page of a website – known as the landing page.
In a recent blog post I mentioned Google Analytics which is an excellent tool for tracking and reporting on website traffic. One of the key statistics from Google Analytics is the “bounce rate*” for the site on which it is installed. If your site overwhelms visitors with the information displayed on that first page, then you may find that your bounce rate is quite high.
The key to solving this problem is to always remember this simple point: your site visitors have arrived at your site seeking only one of two things, information, and engagement. Think back to any site that you have ever visited – you have sought out those sites out to either find out more about the business and their services/products or, engage them in further conversation (which can take many forms) and maybe make a purchase.
So how do we avoid information overload on key pages of your website?
Try to keep information in line with the five basics of a good home page:
- A catching headline that includes your keywords. If you are a plumber in Innisfail, use a title liked “Professional Plumbing Services – Ingham.” Keep Google happy by staying under its preferred title length which is 70 characters.
- A solid sub headline paragraph (or two) that briefly describes who you are and what you do. Visitors love a story so you could also talk about what you can do for them but don’t get use jargon, remember to apply the K.I.S.S. principle here.
- Display your immediate contact information in the top right-hand corner of the page. If you want people to ring you, show the phone number in a large font. If you prefer emails, show the email address. Remember to keep it all mobile friendly by ensuring that both can be clicked/tapped.
- Make your Call to Action noticeably clear. In most cases, this is what you prospective customers will be looking for so make it STAND OUT! Don’t make customers search for your latest deals or booking forms, make them so obvious that a blind person could find them.
- Everyone loves a good slideshow (that’s why every site these days has one). But don’t just use it to display pretty pictures – make it part of your marketing plan. Make it part of your HOOK* to immediately engage your visitors.
Get those things right on the front page and everything else is superfluous – put the extra information on other pages. Use your navigation effectively and your visitors can find it if they want to dig further.
With the advent of Content Management Systems like WordPress, Drupal and Joomla, there is the ability to create a multitude of cascading pages for your website so there is no excuse for not using this to your advantage.
Keep the front page of your small business site clean and simple using the five items above and monitor your Google Analytics. Done effectively, you will watch that bounce rate drop away as your prospective customers come and, most importantly, stay.
* the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
* a hook, which is a short phrase or jingle designed to entice a customer to purchase a product or sign up for a service.