Here we can immediately see
some pages that require a closer look. There may be a good reason why these pages have a high bounce rate but we need to identify them and then think why the bounce rate could be high.
Another useful metric to use here is Page Value, which gives some idea of the pages that currently help to generate income. If the page value is already high then we might want to look at getting more visits to this page, if it’s lower than expected though then we’ll want to look into why this might be.
Another option is to look at ‘leakage’. The term leakage was coined by Digital Agency FreshEgg and is used to work out the amount of revenue potentially lost by people dropping out of the conversion path at each step. Leakage is calculated by multiplying the unique page exits by the average page value. If used correctly, and carefully, this will help show where you might be missing out on potential sales.
To get a better idea of where to optimise though you really need to be looking at more than individual pages in isolation. You might want to try categorising sections of your site using Content Grouping to get a better idea of the areas of your site that are underperforming. As with all serious analysis you also need to make sure that you’re looking over longer time periods and taking seasonality into account.
To get beyond pages, or groups of pages you should start looking into user journeys through your website. You can use the Navigation option in Google Analytics to see previous and next pages that users are viewing. For a broader view you might also want to look at the Behaviour Flow and User Flow sections of GA.
One example of this is shown below. In this instance the website had a simple form on the webpage which when completed takes the user to a results page, shown here as the ‘form-handler’ page. The form gives the user options of locations and activities and the idea is that the user selects a location and/or activity and is then shown relevant results that they can then explore to learn more about each of the options. However, as the Behaviour Flow shows, what’s actually happening is that they are entering their search terms on the homepage, getting shown the results but then a large amount (just over 50%) of these users return to the homepage before moving onto the destination or activity pages.