For the second installment in this series, we’ll cover bounce rate (aka “reject rate”). Simply put, bounce rate measures the amount of visitors that are landing on your site and immediately bouncing off of it.

To qualify as a bounce, analytics tools will typically take all visitors who only see one page and leave. Time may also be used to qualify a bounce (e.g., any visit under 10 seconds as a bounce).*

To calculate bounce rate, take the number of bounces and…

...continue to read "Unlocking Key Performance Indicators: Bounce Rate"

[This series will take an in-depth look at important web metrics, one-by-one. Enjoy!]

Key Performance Indicators or KPI’s (define) are the critical Web metrics you should be monitoring to evaluate the effectiveness of your site. Key performance indicators may differ depending on the business topology (ecommerce/retail, lead generation, content or self-service/support), but understanding them broadly is critical to any organization’s online success.

In this first installment of Unlocking KPI’s, we’ll discuss the “take rate”; the amount of people taking you up…

...continue to read "Unlocking Key Performance Indicators: “Take Rate”"

The ClickTale Blog has some valuable insight regarding page length and visitor interaction.

According to ClickTale, total page length is not a strong factor in terms of how many people will scroll below the fold or reach the bottom of page.

The average location for the fold is between 430 and 860 pixels down on the page. 76% of people will scroll below the fold. 15-22% of people will reach the bottom of the page. 64-68% of people will reach the halfway point…

...continue to read "Below the Fold, Size Doesn’t Matter"

A precedent-setting U.S. Federal class action lawsuit ruling has been filed against Target will that would require the click-and-mortar retailer to make its website accessible to the blind and visually impaired. Online enforcement of the Americans With Disabilities Act (ADA) could mean that e-tailers nationwide would have to ensure their sites are accessible to blind visitors, or they’ll leave the door open for another good ol’ American class action suit.

Target had 10 months since the beginning of the court case, and,…

...continue to read "“Target” Blind Accessibility to Boost Conversion"

To follow up on my last post about Netflix — and its probable loss of conversion on its homepage — we’d like to congratulate them on taking action on our advice. It seems they’ve implemented my first recommendation. Well, almost. Instead of changing the “coupon box” to a search box, they removed it entirely. I’m not sure if they’re testing, getting rid of coupon codes, or if they plan on putting in a search box in a follow-up test. Regardless, it’s…

...continue to read "Netflix Reads Grok, Blockbuster Misses Opportunity"

Netflix must already love me enough for paying each month and not mailing back my movies, but I’ve decided to help them in a potentially much bigger way. Recently, we noticed there’s some Giant Peach-sized “low-hanging fruit” to harvest on their homepage* — and it could be worth millions.

If only they’d do a bit of testing…

The first problem appears with what seems to be a search bar near their top navigation. This is actually a Coupon Code box.

I’d like to…

...continue to read "Netflix Bombs at the (Search) Box Office"

We can all learn a thing or five from Google Checkout. The official Google Checkout site has testimonials stating that customers who go through Google Checkout are 24% to 40% more likely to convert than those who go through a websites traditional checkout.

What’s Google doing that makes more people convert in their checkout than sites with only in-house checkout? Here’s a list of five features that are aiding its success and can be integrated into all checkouts.

...continue to read "Five Reasons Why Google Checkout Converts Better"

For Part 3 of the WebAnalysts.info Conversion Challenge, Lars had us look at VSgroup.com. (Here’s Part 1 and Part 2, in case you missed it.)

The V&S Group’s site is a corporate; the overall goal being to educate visitors as to who V&S is, what they do, and to open channels of communication for potential suppliers, employees, shareholders, press, and distributors. Given these goals, the lack of relevant information is leaving money on the table, not allowing the site to live up to its…

...continue to read "WebAnalysts.info Conversion Challenge — Part 3"

Knock Knock…

“Who is it?”

It’s your order.

“My order, who? I don’t remember you! Your checkout didn’t give me a chance to review, and now you want my credit card info!??”

Remember the first time you made a purchase online? Recall the uncertainty surrounding the whole process? Feel those reservations about pulling out the plastic and whispering your credit card number into the megaphone of this new “World Wide Web.”

Scary stuff! Most of us have come a long way and buried those creepy feelings…

...continue to read "Unconscionable Conversion: When Will it End? (Part 1)"