They say cliches only become so popular because they have a grain of truth. So while we like to avoid them in our marketing materials, there’s one old saying which we think has a lot to recommend it in marketing circles: practice makes perfect.
I risk over-using a tired old saying because constantly monitoring your activity is the best way to ensure your return on investment is as high as it can possibly be. Like learning to play a musical instrument or improving your golf handicap, tailoring your website is an activity to undertake over time. Practice really does make perfect.
In the last few weeks, we’ve been focusing our attention on the Sleepeezee website, paying detailed attention to the statistics of each and every one of the site’s pages. By going back again and again to these pages and these statistics, we’ve been able to increase their hits by twenty-seven per cent. On our own site, the same attention to detail has seen our ‘bounce rate’ reduce from 63% to just 4%.
But what does all this mean in plain English? The ‘bounce rate’ is simply the percentage of visitors who enter a website and “bounce” (leave the site) rather than continue viewing other pages within the same site. A high bounce rate is bad news: it means people simply aren’t lingering for long on your pages, reducing your chances of converting eyeballs into paying customers. The only way to rectify this problem is to look closely at your pages, and figure out what it is about them that is failing to capture your visitors.
So practice makes perfect. At Image+, we capture, monitor and interpret the usage statistics of our client’s websites, and use this process to improve bounce rates. We can identify which of a site’s pages have the worst bounce rates, and analyse their content to ensure that it is more engaging; once we’ve tweaked that content, we can again monitor the page’s statistics to see the changes – and repeat the steps as many times as it takes to improve and perfect the way in which you site communicates with your potential customers.
This process really is essential if you are to get the most out of the website in which you’ve invested so much time and money. If you hardly ever pick up that guitar, or never manage to get any time on the course, you’re not going to become the next Jimi Hendrix or Seve Ballesteros; likewise, if you don’t pay detailed attention to your website, and spend time tailoring your pages on the basis of active and passive user feedback, your website won’t work for you as it should.
Put it this way: purging your sales copy of cliches is a great way of helping to keep your visitors’ attention; but in doing so you’re proving one of the oldest ones in the book. Practice makes perfect.