Whenever I begin to dig into a new client’s analytics, I often start with the Bounce Rate. This is the percentage of single-page visits to your site. If you are spending a lot of money on pay-per-click or other methods and you have a high Bounce Rate, you need to often ask yourself these three questions:
- Are the people I am driving to my side truly qualified prospects?
- Are the pages that I am driving users to optimized in terms of layout, message, etc?
- Is the ad content consistent with the page that I am driving this traffic to and delivering on the promise in the ad?
This is an over simplified view to this, but it is a really great place to start examining how you are doing.