What’s your bounce rate? Ours is 0 per cent
I re-wrote all of our web content at the beginning of January (when we were slightly less busy than we are now!). The improvements we saw in our Google Analytics stats were astounding – and instant.
As the content was improved, we saw a massive improvement in overall pageviews, and a massive reduction in bounce rate. For the first time, people were engaging with the content and reading it. They were much more interested in what we had to offer because the content was more relevant, and we organised it in a more logical way. Far more of our new visitors made it through to the contact page.
Someone asked whether those results were just a blip, so I thought it would be worth posting a follow-up now that January’s over, just to confirm the results. As you can see, the bounce rate for our website is holding steady. In fact, it’s so low that it barely rises above baseline. It hovers around 0% from day to day, and any small blips only tend to occur on weekends when people are idly browsing for blog posts.
I could have ploughed hundreds of pounds into Google Adwords in January and got nowhere near this kind of improvement. Although there’s undoubtedly a place for advertising, there really isn’t much point in marketing a website which doesn’t read well. I’ve long thought that hiring article writers is a much more effective marketing strategy than marketing a website that’s not working. Now I’m certain that a solid combination of fresh content and a well-written website is the best approach.
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