The student group had beef jerky.  Now except for the “SNAP INTO A SLIM JIM!” commercials of the 90′s beef jerky while admittedly delicious has never really been what one would consider Hight Tech, or a candidate for social media marketing.  But a beef jerky mascot on the other hand could be.  I told the group to create a rancher or possibly even a chicken (a la Chick Fil A with their cows) but don’t just create a little image of this mascot, but go full out. Make a backstory for this mascot, mascots are a chance to go completely creative.  Maybe Hotrod the Chicken (maybe it’s spicy jerky) grew up with Monty (the U of MT mascot) and they picked on the younger Slash (the Missoula Mauler’s mascot),and back then he was just called Rod. but one day Monty stole Rod’s girlfriend b/c Rod was just kinda boring. And on that day Rod changed his name to Hotrod and vowed to NEVER be boring again! (ok, yeah, a little simplistic, but you get the point). So now we have this cool backstory and graphics for Hotrod, this is where the new media comes in.  At no point has there existed a technology to immediately connect with people and actually interact with them on the scale that we now have with social media. So use it! Create a twitter feed for Hotrod showing him doing all kinds completely outrageous things (like surfing ON a shark off the Great Barrier Reef). Create a #hashtag for Hotrod’s out there to post about their adrenaline fueled activities. Create a facebook account and fan page. Treat Hotrod like he was a real person, responding to emails, joining adventure clubs and talking with people.  The biggest thing is to treat him as a larger than life celebrity and people will know him, and then by extension your product that Hotrod supports in the same way that sports stars endorse wheaties, or Ashton Kutcher those cameras that he’s got. The great part is that except for some app devo, and some graphics Hotrod could exist completely on free social media sites.  Give him a twitter feed showing pics he took while jumping out a plane, or scuba diving. You could prbly go several months before you would even (if you really want to) need to create a costume for you mascot.

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We’ve discussed bounce rate numerous times, yet we find that we continue to get asked questions about bounce rate and why it is a metric that should be a regular part of a client’s dashboard when reporting on the success of online campaigns (organic or sponsored).

So before we dive deeper into how to reduce bounce rate, here again is our definition of bounce rate:

Bounce Rate: the percentage of web site visitors who arrive at an entry page on your web site, then leave without visiting any other pages or leave without going any deeper into the site. Bounce rate is typically measured as a percentage. The lower the bounce rate that you have the better as this is an indicator of how users are engaging with your website.

In order to understand bounce rate, you must identify it within your site analytics. Google Analytics makes this easy by placing bounce rate as default item on your main analytics dashboard. This says something in itself, if Google has included bounce rate as a metric on the dashboard, they must think that bounce rate is a fairly important metric right? Well in fact it is a key metric when measuring user engagement on your site. A high bounce rate is a good indication that users are not finding the information that they are looking for and as a result are not proceeding any further.

What is a Good Bounce Rate Anyways?

Great question. We’re glad you asked. As with many items in the world of SEO and organic search, the answer is it depends. Obviously a lower bounce rate is better, but bounce rate averages can vary by industry or type of site. Sites that are information portals will most likely have lower bounce rates than sites that feature limited content. The fact is that bounce rate is affected by the user’s intent. That is, based on the user’s query did they find the information that they were looking for? For example let’s say you were looking for information about the TV program Las Vegas and you typed in “Las Vegas” in a search engine. You would no doubt receive a lot of Las Vegas (the city) related sites and potentially you might even be returned with a result that talks about the TV show albeit briefly. You might click through to some of these sites but unless the information that you were looking for about the show is present you would most likely revisit the search results page and/or re-enter a more specific search query. The bounce rate of the sites that you did click through would be affected as you were unable to find the information that you were looking for.

So to answer the question, what is a good bounce rate, generally speaking if you have a bounce rate that is in the 40-50% range that is not bad. If you manage to have an overall bounce rate that is in the 30-40% that is fantastic. As Avinash Kaushik states “a 35% bounce rate is very good…” We’ll add that anything less is pretty spectacular. For the record, we’ve worked with clients and have helped them lower their bounce rates to less than 20% and in some cases to 7 or 8% which is quite exceptional.

So the question becomes, how do we lower bounce rate?

Five Ways to Lower Bounce Rate

Provide Relevant Content – seems simple enough doesn’t it? Well then why are so many sites not doing it and why are people abandoning sites soon after arriving on them? If you are going to optimize a webpage, do it right. When writing copy, consider your audience. Use their language not yours, which leads us to point #2.

Use the Language of your Target Audience – do you really think that using the fancy industry lingo is always the way to go? Well sometimes, but many times your target audience may be versed in an entirely different language… that is their own language. Corporate or industry speak may not always be the same language that your target audience uses or is looking for. Work to understand your target audience and the terminology that they are using. If your content can speak to your site visitors, your bounce rate will decline significantly.

Have Clear Navigation – if you are lucky enough to have a user find your site through Organic Search, treat them well. Every site page that you makes up your site, should have clear and intuitive navigation to guide the user through their site experience. Capture their interest and guide them with a well interlinked site to assist them in finding all of the information they are looking for. If they expect to see pricing on the site, be sure to provide them with this information. Someone who performs a search for “CRM pricing comparisons” expects to find a page that features jus that, comparisons of CRM (software) pricing.

Provide Ample Content – whether in the form of page copy, images, video etc. Be sure to provide sufficient content to your site visitors. If you have a page about green widgets, make sure that you have some information on green widgets. Here’s a hint, product or vendor comparisons work well, as do consumer reviews, pricing and shipping information. Having a brief sentence or two just doesn’t cut it. Try to have a minimum 300-400 words of content on your site pages.

Update Your Content – if you have content that is dated, consider adding some new information. Check your analytics to see which pages have the highest bounce rate and revisit the page copy for these pages.

There are a number of ways to improve (lower) your bounce rate. As you can see many of the easiest ways to reduce your bounce rate is through your content. In the world of Search, content is king for a reason. Use relevant and informative content to reduce the bounce rates of your site pages because if you don’t, your competition definitely will. The Searcher will eventually find what they are looking for. Why not keep them engaged on your website?

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Last week I was fortunate enough to be invited as a guest speaker to the Drucker School of Management. What a great place that is. Anyhow, I was gifted a couple of different Peter Drucker books which I have been reading over the past few days. One of the things that Peter Drucker frequently mentions is the need to recognize trends that already happened. Don’t worry about predicting the future (nobody can do that anyways) but rather analyze and benefit from the future that already happened. Here are three consumer trends, which affect marketing in a big way, that are happening right now and definitely cannot be stopped.

1. Consumers are in control

I hope every marketer has realized by now that they can’t spoon feed consumers with information any longer. Consumers will seek out information about your products and services when they want and how they want. While you as a marketer can spend some money on advertising to hopefully inspire that process, you also have to make sure that your website can be found through Google, looks good on a smartphone and probably soon on TV.

2. Consumers are skeptical

So they should be. For years, they’ve been bombarded with overly biased commercial messages. And now they’re running across all sorts of “honest” information about your products on forums, via search engines and now on Twitter. There is nowhere to hide for bad customer service or lackluster product performance. We’re finally moving to a time where the best products become popular and not the ones with the biggest advertising budget. Until then, consumers will be very skeptical of all your commercial messages and double-check everything. As a marketers, you need to be transparent and make it easy for consumers to find the information they’re looking for – not just the information that you want them to find.

3. Consumers expect value

That is certainly true from a product level. Consumers want to buy a quality product at a fair price. If your product is overpriced, they will find that out through forums and online reviews such as on Amazon.com. More importantly, consumers expect your marketing to deliver some value as well. That means if you do a TV commercial, you better make it very informative (tell me something that I don’t know) or entertaining (Apple is a great example). If you want me to visit your website, please offer content that delivers meaningful value. If you want me to subscribe to your email newsletter, what are you going to give me in return?

These consumer trends are forcing companies to be more transparent and deliver actual value across many different levels. So while marketing has certainly become a lot more challenging over the years, it also should be lot more rewarding. These times provide a huge opportunity for marketers to really contribute – not just sell, sell, sell. Contribute first, then sell, sell, sell.

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