Improving bounce rate

Today I gave an informal presentation to colleagues about monitoring, investigating and improving the bounce rate of our website, OpenLearn.

We all have different levels of understanding and experience of using Google Analytics, so this was a reminder for some and an introduction for others.

Below you can see the slides—they’re very minimal. You can see the slides with accompanying notes here.

Underneath there are some Google Analytics dashboards and custom reports you can use. Log into GA and click on a link. Choose a profile to apply the dashboard or report to it. It will then be your local copy, so you can rename it or modify it for your own needs.

I’ve collected some of these resources from various places and not noted where from. If any of them are your work, let me know and I’ll give you credit and a link.

I know the following embedded thing breaks the column it’s in—sadly I can’t resize Haiku Deck embeds to make them smaller.

Created with Haiku Deck, the free presentation app for iPad

(Remember, you need to be logged in to GA for these links to work)

Google Analytics dashboards

  • Brand monitoring. A dashboard that focuses on how people found you by searching for you. Change any mentions of ‘openlearn’ to your brand name.
  • No-bullshit. A summary of important data in plain English. This is especially useful if you’re not used to the terminology of Google Analytics.
  • Site usage/quality. Browsers, devices, top content and bounce/exit rates.
  • Visitors technology. Summary of devices, browsers, resolution, Flash capability, etc.

Google Analytics custom reports

  • Search performance. Apply this report and use advanced segments to explore paid and non-paid search traffic.
  • Browser version. How your traffic copes with different browsers.
  • Mobile performance. All about mobile.
  • Keyword analysis. Click the ‘engagement’ tab then look for troublesome pages. Click on the page title. Are there any keywords that are irrelevant? Solve with SEO.
  • Link analysis. Which sources are helping your goals?
  • PPC. How are your ads doing?
  • Social media. Judge the success of your social media campaigns.