Posted on February 21, 2022 in Marketing Thoughts
Three Ways You Know Visitors Are Leaving Your Website (And How To Reduce It)
There are hundreds of different ways that people drive traffic to a website. Social media marketing, paid and organic search marketing, billboards, TV, Radio, and networking events are just a few examples. BirdSeed doesn’t help drive traffic. What BirdSeed does is help increase the number of website visitors that turn into customers by greatly improving and simplifying the user experience while the visitor is there. There are three ways that a business can know that website visitors are leaving the website before they convert into customers. Let us explore these three ways and then see if one solution can solve them. To understand these three, we must first define a couple of marketing terms.
- Traffic- the number of people who come to a website
- Website Visitor – Any person who comes to a website
- Lead- When a website visitor has provided enough information for the business to continue to the next step in the sales process. This info could be an email, phone number, etc.
- Customer – A person who comes to a website and performs a certain transaction such as purchasing or setting an appointment.
- Conversion – The act when someone transitions from being a website visitor to a lead or customer.
There is a ton of information that can be gathered about how your customers interact with your website with a free tool by Google called Google Analytics. Google Analytics is a web analytics tool that helps you analyze your website traffic and their behavior on your website. Understanding what goes on in your website is incredibly important because for most companies your website serves as the nucleus of where all your digital traffic goes. Google Analytics allows you to see where your traffic is coming from and what they are doing on your website. Ultimately, analytics allows you to understand in real data how effective your online marketing is and the path that your website visitor takes down a certain path toward converting to a customer.
How do you know when a website visitor decides to get off that path toward becoming a customer?
The first way is: Bounce Rate.
A bounce is when a website visitor enters a site and takes in ONLY ONE page, then leaves the website without visiting any other pages within the same site. The bounce rate is a numerical representation from Google Analytics that tells you out of the total amount of visitors how many people left. A high bounce rate is a strong indication that the page is irrelevant or confusing to site visitors. A high bounce rate is not always bad, because sometimes it is expected. For example, if someone is just trying to find your address or phone number on their mobile device, then there is no reason for them to take in other pages once they have this information. You can often predict what pages will have a higher bounce rate based on the content on that page. The average bounce rate is different by industry, however, a good rule of thumb is that the more competitive your industry the higher the bounce rate since the website visitor feels there are better options elsewhere easy to find.
The second method is determining shopping cart abandonment rates.
Shopping Cart Abandonment
This term describes when a person is in the middle of an online checkout process and decides to not go further. A good website has analytics in place that define different goals. If a purchase or transaction can be made on a website, there are steps you can define that a user takes from start to completion of purchase. This can include when a website visitor adds a product or service to a cart. The shopping cart abandonment rate is calculated by dividing the total number of completed transactions by the total number of transactions that were initiated. You can see the exact step people are leaving to determine what the issue is. Very often it is something that the user experiences that they don’t like or have a question about. An unanswered question or concern causes a user to stop the process immediately.
The last and easiest method of understanding if people aren’t converting is reviewing anecdotal evidence and financial evidence.
Anecdotal and Financial Data
There is an outdated sales phrase: phones ringing and doors swinging. This means that business is good with a heavy influx of customers. If you know that you are getting a ton of website traffic and not getting sales or even customer conversations then that means your website is not offering the thing that the customer wants. This could be price, presentation, purchase confusion, or a myriad of other factors. You don’t know why they are leaving without communication.
So whether you are experiencing a high bounce rate, significant shopping cart abandonment or simply not bringing in the sales that you expect, the issue is that the number of website visitors aren’t converting to website customers. This is BirdSeed comes in.
The modern customer wants to feel like they matter, they want any questions or concerns addressed quickly and in the way they prefer. The customer wants a simple and non-complicated way to communicate with a business. Website visitors are in different stages of the sales cycle as well. Businesses try to address this problem by offering multiple ways to communicate with them. However, this is often complicated – to chat, do X – to call, do Y– to send an email, do Z– all in different places on the website. BirdSeed offers an all-in-one customer engagement tool that is launched when a customer clicks on one easy box. All of the options come up in one place- live video chat, call, email, schedule appointment, FAQs, contact form, and link launcher. The user experience is enhanced because they can now quickly and easily communicate with a business in the method that they prefer and when they want to.
BirdSeed has helped companies from almost every industry and of every size increase the number of people that convert from visitors to customers. Discover today what BirdSeed can do for you.