Top Performing Posts with Above Average Bounce Rate Action Plan
Google Analytics provides you with lots of very useful data and one of these is the ability to compare your metrics against the average for your site. This is especially useful in identifying where you need to focus some of your attention. Over the last few weeks, I have covered very specific ways to reduce your bounce rate working on 404 pages, creating sneeze pages and removing related post plugins today it’s more of a general identifying your posts that need work.
we may never get them below average but our aim is to reduce them; to lower that % difference
Identify your More than Average Bounce Rate Posts
Why is this data useful?
How to identify those high bounce rate good performing posts?
What does the data mean?
Some ideas of how you could reduce the bounce rate on them?
Why do you want to identify the top performing posts with below-average bounce rate?
So… you site has an overall bounce rate – that is the number that you see in your audience overview in Google Analytics. It is taking every single interaction on your site and averaging them. Some measures you can put in place work on bounce rate overall – increasing the speed of your site so not switching off users as it’s too slow! Or using your blog real estate to entice people to journey further into your blog.
Others that in this series on reducing bounce rate I have already covered like 404 pages, creating sneeze pages, or removing related post plugins can work on bringing down certain areas of your blog. They are very general though and will start to reduce the bounce rate. But… it’s good to have a strategy to reduce it further by tackling individual posts.
Now there are two ways to look at it, you can focus on getting the majority of your posts to have a bounce rate under 100%… but some of those posts will have just 1 visit. They aren’t going to make much of a difference on your site if you have thousands, hundreds of thousands or millions of pageviews. The other way is to focus on your popular blog posts that have a higher than average bounce rate.
Now you can go and look at each individual post and decide where to focus – but Google Analytics provides a really easy way to do this and it can give you a list of posts that are already popular that you can then focus on using specific measures that will not only help reduce your bounce rate. BUT… as the bounce rate is a measure of how many people go onto your site and just leave then it will also help increase your pageviews.
How to Identify those High Bounce Rate Good Performing Posts
Now, this couldn’t be easier… seriously probably the easiest bit of data retrieval you will get in Google Analytics.
- Click on Behaviour
- Click on Site Content
- Click on All Pages
- Change the Date Range for an extended period – 1 month, 3 months or more
- Click on the comparison button
- Select the metric Bounce Rate from the drop down menu
- THAT’S IT!
What does the data mean?
If the bar is in the green – it’s good and lower than average – the % given is how much lower than the average your post is.
In the red – it needs some work – the % given is how much HIGHER than average your post is.
First start a list – a piece of paper, spreadsheet, a page in your notebook whatever works for you and write down 10 posts that need work. Your 10 POPULAR posts that have a higher than average bounce rate.
Remember to record the % above average as well – because we may never get them below average but our aim is to reduce them; to lower that % difference.
Some suggestions of actions that you can take to reduce that bounce rate
- Make sure that you have added in related links contextual and “read this next”
- Investigate your search console data for that post and see if you could gear the links that you have in the post to meet the needs of your reader
- As these are TOP Performing posts they should be the cornerstone ones of your site with other content naturally spiralling off from them. If they aren’t then get brainstorming
- Popular Posts tend to have a lot of new users so cater to them, provide an incentive to sign up to your newsletter and maybe introduce a specific “New Reader” call to action in these posts
Ways to Reduce your Bounce Rate