google analytics report on how to reduce bounce rate

© 2016 Streebo Inc. All Rights Reserved.

North America Site Analytics Report

Prepared by: Streeboi


Synopsis

Bounce Rate has increased dramatically from Jan 2016. Details

Google Analytics tracking Code implementation is correct. Details

Both new and returning visitors are bouncing equally from the site. Details

All browsers and devices are showing similar bounce rate, however Safari browser and

mobile devices are showing higher bounce rates than others. Details

Traffic Source Analysis highlights referral sites causing high bounce rates. Details

Direct Traffic Bounce Rates and solutions for reducing this bounce rate. Details

Page Load Time comparison across months and pages show that the pages are loading

too slow when compared to industry standards. Details

Action Items for IT & Marketing to reduce bounce rate. Details


Traffic details – May-16 Vs. Apr-16

Bounce Rate has gone up suddenly by 15 percentage points from Jan 2016 onwards (Same as LPM – EU). There

must have been some change in the website which has triggered such a rise in bounce rate – change in tracking

code was the reason stated

Bounce rate has remained steady post Jan 2016 which suggests that there isn’t one single reason for the high

bounce rates. There are multiple reasons which are studied in the subsequent slides

Months Sessions Visitors Pageviews Pages / Session % New Sessions Bounce Rate

May-16 55953 36394 172300 3.08 55.58% 50.27%

Apr-16 59075 37738 172377 2.92 54.76% 50.59%

% Diff -5.22% -3.56% -0.04% 5.46% 1.50% -0.64%

15% average rise in bounce


Google Analytics Tracking Implementation


New v/s Returning Visitors – May-16 Vs. Apr-16

Returning visitors: While the number of returning

visitors remain more or less same, the reason for

their bounce from the site could be denoted to less

frequent updates and content changes to the site

(More of direct sourced traffic)

New visitors: New visitors are moving away from the

site because of the ‘less relevant content’ on the

homepages and ‘Customer tools’ pages (Most of the

new visitors are visiting site through the ‘referral’

mode and hence it asks for more relevant and

targeted campaigns to drive relevant traffic

New Visitors Returning Visitors

Sessions

Bounces

55.6%44.4 % 54.8%45.2 %

56.5%43.5 %57.4%42.6 %


Technology : Browsers - May-16 vs Apr-16

• Chrome browser has the

maximum visitors and

bounce rate is lesser here

than the site average

• Safari has higher bounce

rates than the site average

• In subsequent slides, we

will talk about other factors

which is causing the

incremental bounce rate

• Action: Re-check how the

site content renders on

various Safari devices

30078

13525

5776 4496

30481

14748

6603 5010

Chrome Internet Explorer Firefox Safari

SESSIONS ON BROWSERS

May'16 Apr'16

48.8% 49.3% 53.3% 56.4%47.3% 50.7% 56.2% 59.6%

Chrome Internet Explorer Firefox Safari

BOUNCE RATES ON BROWSERS

May'16 Apr'16


Device Type - Desktop Vs Mobile

50329

4779979

53219

4879977

Desktop Mobile Tablet

SESSIONS - DEVICEWISEMay'16 Apr'16

49.6%57.9%

49.0%49.8%59.0%

50.4%

Desktop Mobile Tablet

BOUNCE RATE DEVICE WISE

May'16 Apr'16

Device-wise bounce rates are higher for mobile devices as compared to Desktop – however the

49.6% bounce rate (For desktop users) is also high

Relook the Mobile Interface to see why the bounce rate is higher than other devices, through more

responsive mobile design


Traffic Source Analysis – May’16 v/s Apr’16

22911 2051310763

934 492 398 103

2383921904

11718

986 491 2 83

Organic Search Referral Direct Other Social Paid Search Email

May'16 Apr'16

48.8%48.7%

53.8%58.2% 59.2%

78.6%77.7%

49.3% 49.4% 53.9% 62.8%62.3%

50.0%

62.7%

Organic Search Referral Direct Other Social Paid Search Email

May'16 Apr'16


• Traffic source analysis in previous slide indicates that bounce rates are high for paid search

campaigns ( 79%), email campaigns ( 78%) and social traffic ( 59%). This traffic is not huge, but it is

still a big red flag

• Earlier reports indicate that the bounce rate is high across devices, browsers, new/returning

users, traffic sources

• So, the subsequent slides will focus on how we can reduce the bounce rate overall by identifying

• Traffic sources which are causing high bounce

• Landing pages with high bounce rate

• Page level studies to identify bounce rate causes

• The subsequent reports are focused on April alone as the trend across both the months is same.

Page & Traffic Source Analysis- Apr’16


Traffic Source Analysis – Apr’16

Traffic Source Landing Page Sessions Bounce Rate

Referral NA Home 8,030 ( 14%) 49%

Referral EU Home 2,590 (4.4%) 52%

Direct NA Home 1,954 (3.3%) 59%

Organic Search EU Home 1,685 (2.9%) 43%

Organic Search NA Home 1,672 (2.8%) 44%

Referral NA Customer Tools 1,557(2.6%) 77%

Direct Simplified China Home 1,406 (2.4%) 21%

Direct EU Home 1,353 (2.3%) 69%

Organic Search Germany Home 908 (1.5%) 32%

Other NA Contact Us 716 (1.2%) 65%

Organic Search India Home 714 (1.2%) 40%

Referral Simplified China Home 712 (1.2%) 18%

Key Problem Areas


1. Referral Traffic on NA Home Page

• Referral site ( survey.walkerinfo.com) is giving traffic with high bounce on home page. The traffic from Group home page is lower than site average (Directed journey)

14% of all traffic on site with 49% bounce rate


2. Referral Traffic on NA Customer Tools

• Viewers landing on NA Customer tools from apps.fasson.com are very high (84%) and their bounce

rate is also high (81%) + Users landing from fasson.com are not being redirected to correct page

• Re-look the engagement on fasson.com and display the content appropriately

2.6% of all traffic on site with 77% bounce rate


3. Direct Traffic Analysis

• NA Homepage and EU homepage direct traffic is bouncing much more than acceptable.

• For direct traffic bounce, the content, design and user experience of the landing page have to be

analyzed for understanding the user bounce issues.

19.84% of all traffic on site has 54% bounce rate

1. Simplified China homepage should be the benchmark page for all Avery Dennison pages as far as bounce rate is concerned


European Home PageBounce Rate : 53.4%

NA Home PageBounce Rate : 49.4%

Target Home Pages


Simplified Chinese Home PageBounce Rate : 20%

What has the Simplified Chinese Home Page done ?

• This home page has key product info which ideally a user

wants to see on the site (OR on the homepage)

• Moreover, this site is in Chinese language, so the options

that a user is getting in these geographies are less as

compared to options in English

• We can see that the Chinese site has news updates from

May while it is not clear how frequently NA home page or

EU home page are being updated


Page Load Times – May-16 Vs. Apr-16

All Times in Secs

Avg. Page Load Time

Avg. Redirection Time

Avg. Server Response Time

Avg. Page Download Time

May-16 8.74 0.15 2.00 0.13

Apr-16 9.23 0.15 1.63 0.18

% Diff -5.27% 2.55% 22.07% -26.02%

Page Title Page Load Time (sec) Page Views Bounce Rates

May-16 Apr-16 May-16 Apr-16 May-16 Apr-16

label.averydennison.com/en/home 7.9 9.6 13,132 14,362 48% 49%

label.averydennison.eu/en/home 4.7 4.3 6,439 6,980 48% 53%

label.averydennison.com/en/home/services/customer-tools

5.1 4.1 4,013 3,850 77% 77%

label.averydennison.cn/zh_cn/home 14.8 22.7 3,545 3,411 27% 23%

label.averydennison.com/en/home/lpm-products

6.7 3.8 2,449 2,676 48% 47%

label.averydennison.de/de/home 8.8 4.3 2,020 2,527 47% 42%


Action Items - Marketing / Line of Business

Implement Intuitive navigational changes on landing pages and targeting to attract New

visitors + Review and revise existing content to better engage the existing / returning visitors

Put rich media content [Videos + Case studies] to increase stickiness on the site

Relocate and revise ‘Call to action’ buttons across the pages; make it more readable

Avoid large chunks of text, it makes users disinterested

Choose easy to read formats (Appropriate use of headlines, subheadings and bullet

points)

Every page should have a suggestive conclusion and can lead to a ‘defined next step’

Re-visit the referral campaigns (Including Email, Social and Paid campaigns)

Analyze the journey and engagement on survey.walkerinfo.com and apps.fasson.com

(Leading to high volume of traffic and causes incremental bounce rates)


Action Items - IT

Review site loading time immediately as load times are very high when compared with

usual standards

You will have to check if images or heavy files are being uploaded and optimize them

Conduct UAT and performance testing for iOS devices + Implement performance test

tagging for ‘Safari’

Server performance to be reviewed while implementing necessary changes [HTML, CSS

and JavaScript changes across the pages]

Some of the pages and URLs contains ‘broken hyperlinks’

The <h1> tags are missing and the <img> tags do not have an ALT attributes defined

Pages contain multiple ‘canonical’ formats

Page titles and descriptions are missing or ‘too long’


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