Google Tools

Using Google Bounce Rate To Improve Blog Traffic

There’s a lot that you can learn from Google Adsense to help you to improve your blog traffic. If you don’t already have it installed then read about installing Adsense else read on for some traffic building tips!

What Is ‘Bounce Rate’?

Google's definition of Bounce RateA page’s bounce rate is the measure of how many people arrived on that page and then left without visiting any other pages on your site. There can be good reasons for this, such as subscribers who have a link to a new post and know they have already read what they want to read from your blog.

But Bounce Rate can also be a warning sign that something is wrong with the page, website or even where your traffic is arriving from.

I suggest that a low bounce rate is around 20%. If you can achieve this regularly then you are onto a good thing! A high rate would be 50% and more, in which case you need to drill down and work out why you are losing people. But to do this you need to look at the different stats provided to see where you can be improving your site.

1) Where Are You Bouncing Visitors?

bouncerate2Have a look at the report under Behavior / Site Content / All Pages and sort the table by clicking on Bounce Rate. Bounce Rate is the percentage of people that have left your site from this page so it can be a good indicator of what pages people are not liking.

Ignore pages that have low traffic levels as the stats will be statistically unreliable, but take a look at the bounce rate. If you find a mixture of low / medium / high  rates then compare the pages carefully and see if there are any obvious reasons for visitors leaving. Are these lower quality writing? Do they have large images that are slow to load? Do they lack your normal levels of interest through formatting and supporting images?

If it’s fairly level but high (e.g. above 50%) then you need to see what’s wrong with the visitors in general.

2) Where Are Your Visitors Exiting?

exitsAlso in the Behavior / Site Content list is Exit Pages. This lists pages people most often leave the site from and the list can be different to the bounces because it’s not affected by the number of people arriving there. Have a look at these pages and decide if they are natural dead ends or whether a bit of clever linking could provide further reading.

Many of your posts could lead to further posts that are similar in nature or provide further detail. Other pages might be natural dead ends. For example a newsletter page is a natural dead end as people will finish reading, subscribe and move on. Likewise subscribers might view your home page or latest post and leave.

But where possible look at your exit pages and see if they are suffering any of the problems listed earlier or whether you can tempt readers to remain.

3) Which Visitor Sources Are You Bouncing Most?

bouncerate3Look at Acquisition / Overview and again compare the bounce rates. Here you can get a couple of useful pieces of information. If the bounce rate is steady across all sources then you are probably fine. If one source is particularly high then that is worth looking at.

We can see from the above chart that none of the bounce rates are particularly impressive, but Referral and Social are significantly higher than Organic Search and Direct. By clicking on Referral I was able to see that on the whole the bounce rate was similar, but one site (rankings-analytics.com) had a 100% bounce and almost 20% of Referrals. Clicking again on the website it was obvious that it was just some form of robot seeing if the site is still working. So that worry can be forgotten.

In this case, Social being high is also not an issue because it’s people coming across to see the latest additions to the catalogue, so single page visits are OK. It makes Social a bit like Direct visitors, which be slightly higher than the rest particularly if you have a successful list for reasons already explained. But if other sources are high then it’s a warning flag that visitors are possibly arriving expecting something other than what your blog provides. This is especially important to investigate if you are paying for advertising and these channels are high bounce rates.

A high bounce rate on organic search could mean that you have been trying to do some SEO work and got it wrong. Possibly you have worked on keywords that are suitable for your site but then your landing page doesn’t fulfil the promises made. It might not give sufficient detail and confidence if you have tried too hard to optimise it.

Your Direct users and Other have probably arrived from links on other sites. High levels here could mean that you are submitting articles or writing blog comments on sites that aren’t related enough or the content pages aren’t related enough. This tells you to target your articles and comments differently.

On the other hand, if any of these rates are very low then dig into them also. They could reveal sources that are providing very closely matched readers. In this case you can increase your efforts on these particular sites and drop your efforts on the sites that are producing too many bounces.

4) Are Your Readers Mobile?

bouncerate4Are your readers using computers or mobile devices? Audience / Mobile / Overview will soon tell you. Have a look at the percentage of desktop vs mobile and this will show you whether they are. Then look at the bounce rate of both. Are they even or is one particularly high?

A high bounce rate on mobile will probably indicate that you aren’t using a mobile friendly design (as per the site shown above). Changing your theme, or design, might be required. But it’s worth trying your site out on different devices.

windowsvsiphoneUnder the Mobile tab is Devices, which can indicate if a particular device isn’t loading properly. For example, I’ve seen mobile sites render beautifully in iOS and Android but not Windows.

If you don’t have access to any devices or one particular device seems to have a high bounce rate and you don’t own that particular device sites such as MobileTest run simulators in which you can test your website.

5) What Browsers Are People Using?

bouncerate5Audience / Technology / Browsers then OS will show you if your site is losing a lot of visitors to a certain browser. Some browsers aren’t as popular with developers as others and all do have their own little ‘quirks’. It will also point out (again) if some mobile users are less likely to stay on the site. The figures above show Internet Explorer having a lower bounce rate than Chrome, which could be explained by it being a very old site that was written for IE.

If there’s a stand out browser with a higher than average bounce rate download that browser (if you don’t already have it installed) and test the site yourself. For example, I’m recommending the site shown be tested on Chrome. You might need to make changes or even get a new theme. You can’t get your readers to change browser, so support the browsers they are using most.

Clicking on Operating System will break down the data for you by OS. This includes mobile operating systems so can back up the data uncovered in the Mobile information.

6) When Are People Leaving?

bouncerate6Look at Audience / Overview and change the graph to bounce rate. Is it fairly level or all over the place? Now, here’s the trick. Look at the peaks and troughs and the look at your list of published posts. Assuming your home page is one of the pages with the highest bounce rates, a lot of those bounces are coming from this page.

Study which of your posts have been followed by high and low bounce rates. Whilst these posts are the first thing that people see they will affect how long people are on the site for. If you are getting traffic from serious, well planned sites and suddenly you put up a jokey post  you might see that the bounce rate raises following this, dropping when a serious post is published.

This tells you not only what posts retain people but also what posts visitors are coming over and wanting to read about. Providing more of the posts that are followed by low bounce rates could do you a huge favour.

Does It Help?

It could just be fluke that a certain browser, device, page or whatever is losing more people, but it’s always worthwhile checking out for any inconsistencies that you can improve upon. A few minutes of digging can also point you in the direction of where you can best get new visitors from and sources that are maybe under performing.

Retaining visitors on your site might not seem as glamorous as increasing your SEO or notability through articles, guest posts and blog commenting, but it can lead to a better website that gains in reputation, builds followers and earns itself a good reputation and points you to which of these you are best employing.

This should result in longer term growth of the site.

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Installing Google Analytics To A WordPress Blog

After stumbling across what seemed to be a very easy way to set up Google Adsense in WordPress I was hoping for equal success with Analytics. However, that’s a touch more complicated.

First, Sign Up To Analytics

This really is surprisingly hard. Signing up isn’t too bad but I always think the feature to add a new “property” as it is known is well hidden. On a very old version of Analytics it was easy. Then the new version came out and Google hid the function. Doesn’t seem quite so bad these days. You go to your list of properties and somewhere in the drop down box there it is.

Provide your website name, it’s URL and generate the tracking link. Maybe Google was having bad day but this crashed a couple of times. But finally, I had hold of the UA number.

Add to Your WordPress Installation

You could, if you wanted, simply add the tracking code that Google provide to the theme’s footer. Been there and done it in the past. Also learnt that when the theme gets an update or you decide to change themes that it’s easily forgotten that you need to drop in the tracking code. The first thing you know is that you check the website stats and you’ve had no visitors all week. In a cloud of panic you realise your mistake.

It is far easier to use a plugin that stores the details, creates the tracking code and does everything for you. After trying out a few different plugins the one I went for is simply called “Google Analytics“, by Kevin Sylvestre.

Find, install and activate that plugin and then copy your UA id from when you created the Property over on the Google Analytics site. Within your WordPress settings menu, there is now a Google Analytics link. Simply click on this link and into the relevant box (Web Property ID) paste the UA id.

Job Done

Now, when you want to see if you are getting any hits you can wander over to the Google Analytics website and take a look there. Easy!

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Installing Google Adsense To WordPress

A lot has changed since I last started a blog from scratch and I have to say this is one area in which a huge change has happened, much to a blogger’s benefit.

In previous blogs I’ve had to go to

  • the Adsense Website,
  • define what the advert is going to look like,
  • grab the code
  • edit the WordPress theme to put the snippets of code in the correct places
  • test the site to see if the advert looks right and appears where I wanted it

Very difficult really.

The Modern Day Installing Google Adsense To WordPress

These days installing Google Adsense to a WordPress site is so much easier! Let’s even take a step back on the above list. First, simply go to the Adsense website and if you haven’t already done so then you need to sign up for an account.

Now, within your WordPress Admin, go to Plugins and search for “Google Adsense”. Yes, there’s now a simple to use plugin. Follow the prompts to install that.

Activate the new plugin then hit Settings. It will lead you through a quick verification and then you are almost done.

Final step – click Manage Adds on the Settings page. This will analyse your website and work out where Adsense blocks could be fitted and suggest 3 places and relevant sizes of adverts. Don’t agree with one of Google’s choices? Simple click the + icon where one is shown (these are other suggestions) and then either accept the default size and shape or choose your own.

You will get an error message because you now have 4 (or more?) Adsense blocks on the page. Just click the X on those blocks you are happy to do away with until you are back down to just the allowed three adsense blocks.

And that’s it!

And that really is it! Job is done. If you browse your site you will see the adsense blocks displaying. If you change your theme then you will need to have the site analysed again and once more decide where to place the adds, but it is very easy to do.

Now all that you need to do is to make sure that you are posting high quality useful content and drawing in those readers. Some of them will be interested in the adverts and that’s when you start to turn the blog into a profit.

Unfortunately it’s not always that simple in actual fact. I later realised that the format hadn’t carried across to every page. The home page was fine, inner pages were using the default. You just need to check all pages in your blog.

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