By Kelly Myers
Great news - you have all these visitors to your website, but what are they actually doing on your website?
This is where the Behavior section of Google Analytics comes into play. With the dissection of behavior, determining how your website content and design is performing becomes simple.
Let’s start with the Bounce Rate. The Bounce Rate can be found to the right of the New Users section. This percentage indicates the number of sessions on your website that resulted in only one page view. This basically means that a user clicked on your website, stared at that one webpage for a few seconds and clicked the back button.
The lower the Bounce Rate, the better.
For the legal industry, a bounce rate of 60% is average. If your website’s bounce rate is higher than 60%, users are not engaged in your site and it may be time to consider your options. I have found that after a website re-design, the Bounce Rate tends to be much lower.
Next, the Pages per Session is, you guessed it, the average number of pages a user views.
More pages per session means that users are engaged and want to explore your website. I tend to see most of my clients on average have two page views per session. Do not be discouraged by a low number. Many times, viewers are visiting your site because they are interested in a specific need. Maybe a couple has just had their first child and are curious about Estate Planning, or an adult child’s parent suddenly needs long-term care. These users are more likely to visit your one web page with the area that applies specifically to their needs.
Lastly, the Average Session Duration will simply tell you how long visitors are staying on your site.
Please note: this is not how long a user stays on a single webpage, but the duration of the entire visit to your site. An average of two minutes is standard. In two minutes, a user could have easily filled out a contact form or glanced at a practice area. If you want to lengthen how long visitors are staying on your site, consider changing your main Call to Action or adding video to your website.
If you are finding that the behavior on your website is sub-par, there could be a number of factors. The site may not be receiving the right kind of traffic or the site could be difficult to navigate. Consider the data from Google Analytics helpful when planning improvements and maximizing conversions.