Are you a Website Browser?
Most of us browse websites, probably more than we are willing to admit. But what makes us stay there?
If someone clicked on your website will it stick? Will they stay to browse? And will that ultimately lead to a sale? Knowing the answers to these questions requires you to look over some of the (easier) analytics behind your website in order to work on optimizing your digital assets.
The bounce rate is the percentage of users who land on your website and decide to leave after visiting only one page. Ultimately, a higher bounce rate, as a percentage, indicates you neither converted nor convinced the user to stay. The purpose of selling your work online is to ensure a seamless customer journey from start to finish, here’s how.
- Quality – this can mean different things to different prospects. What does your ideal client need in terms of quality? High-resolution images? A quick purchase in two clicks? The right words, or easy user experience? Clutter-free navigation and usability? As well as, the right content. Ensure all or some of these as you roll out your business.
- Optimize page load time – if your page takes too long to load, or looks unusable in mobile, this increases frustration and decreases engagement. More importantly, load rates affect shopping cart abandonment.
- Call to action – what single and specific action do you want users to take when they’ve consumed whatever content you’re offering? One suggestion: subscribe to an email list, or get access to a freebie that requires their email. After this, you can send them great content to build a relationship.
- Smart Formatting – don’t include so much text that leaves readers lost and uninterested. Use headings, subheadings and of course the right colour contrast and size for visibility. Hire a copy editor for readability, if you’re unsure of how to convey a strong and simple sales message (or read over the successful websites that do it right for an idea).
- Attract the right visitors – this could be the meta descriptions for users’ searches. Achieve this through blogging, content marketing. Create great content and improve engagement; social media and video marketing, and here are 42 more ways to do this.
Many sites have a high bounce rate. As a result, this can mean people are just visiting, but it also means the remaining users are serious buyers and remain longer - but you must ensure they lean towards yes and not the middle. The bounce rate numbers range from 31%-50% (an excellent rate) for some art marketplaces like Etsy and Artnet. You can find out your website's analytics from tools such as Google Analytics, which has to be connected to your website.
Similarly, ‘Time on Page’ is another approximate metric. That and bounce rates are based on whether or not two clicks are made in order to accurately calculate, otherwise, it’s just an average. Ultimately, consider these metrics holistically and not in isolation.
Likewise, there's data for industry-specific conversion rates. Conversion rates are the percentage of website visitors who convert - either buy or convert into action. According to WordStream, across industries, the average landing page conversion rate was 2.35-2.8%, (arts and crafts are at 3.84-4%) yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10%. As well, these numbers change according to the device (remember to optimize your web content for mobile!). In the end, focus on your art, the content and tackle each of these areas one-by-one so people remain, and not bounce.
With an MBA and a background in the social sector, Salomeh focuses on connecting the parts to the whole in new and empowering ways. She brings experiences working in small and fast-paced organizations, with SMEs, and social entrepreneurs, providing research, strategic and critical thinking to resolve complex issues. A strong facilitator and creative problem solver – she hones in on the gaps while connecting it to the bigger picture.
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