- Business improved x5.46
In the interests of being able to quote specific figures I won't name the client, but I have a client who runs a small business for whom I created a small, cheap, one page website at minimal cost.
- Later, I added Google Analytics. That (free) software shows me how many people are arriving on the website, where from, and where they go on the site.
- It provides a figure called the bounce rate, which is the percentage of people who arrive on a website who leave immediately .. you've done it yourself I'm sure, locked in 'search mode' you click a search result, instantly know that's not what you want and hit the back button.
- For this client, 72% of visitors bounced. Over 9 months they got 255 visitors who were searching generically in a search engine for what my client provides (rather than searching for the client's name .. those people already know about my client), so only 69 people actually stuck around and thought maybe my client could help with whatever problem they were trying to solve.
- So I suggested we needed to expand the website to give visitors a reason to stay. So we created pages for the major search terms that people might enter into Google if they wanted what my client sold, the cost was a mere £205.
- The result .. 9 months forward? 399 visitors, a bounce rate of 23%, meaning 308 of those generic, Google searchers stuck around on the site, an increase of times 5.46.
- That's not it. Obviously clients have to work within their means but that sort of improvement is just the very start of what's possible. The magic comes from sticking at it and continually pushing, because then you're into compound interest: if we can improve things x5 next year and x5 the year after that then we're really getting somewhere.
By John Allsopp
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