Benchmarking Bounce Rate for Online Retailers (Part 2)
Why does Bounce Rate matter?
In Late October 2014, early November 2014 www.justjeans.com.au changed the URL structure of the website which led to major indexing problems. This indexing problem was an easy identifiable and rectifiable problem within 7 days. That said some 6 months later it was finally identified (by the Predikkta team) and fixed by the Just Group in late April 2015.
In the interim Just Group lost traction with customers, sales to competitors and in excess of over 1M + in online sales.
In simply terms the “old” URLs for Justjeans were still in place and not redirected to the “new” URL. This issue permeated all Just Group websites. Google displayed the search result for the “old” URL of the product pages on the Search Engine Result Page.
What does that failure to re-direct the old URL mean?
Because of the failure to re-direct online visitors whom clicked on certain search results (“mens jeans”) ended up on empty pages or on pages with only part products displayed (“chinos”). This created a poor user experience and the significant loss of online sales.
As a result of the poor user experience on 4 November 2014 the Bounce rate jumped on average over 10% for all Just Group websites. This jump in Bounce rate was aclear sign that one in 10 customers had such a poor experience clicking onto to Just Group websites ie in many instances blank pages – rather than work out the problem the customer just moved to the next website for a better shopping experience. For justjeans.com.au it was jeanswest.com.au. For dotti.com.au it was forevernew.com.au.
The Just Group did not notice the jump in Bounce rate as they do not have a weekly or even monthly dashboard to measure key website indicators. As a result of the failure to identify and rectify a simply problem the Just Group lost significant online traction and customers to competitors.
THE BOUNCE RATE JUMPED BECAUSE OF POOR USER EXPERIENCE
On 4 November 2014 a search for search for “Chinos” results in the following:
People whom click on this page end up on the “old” version of the Chino page which displays nine (9) different pants. The actual or “new” page has 28 chino pants displayed, which is reflected in the side bar. Hence customers were seeing less product than Justjeans actually stock.
A search on 4 November 2014 to 15 April 2015 of google.com.au for “high rise slim indigo jean” the search result is:
Click Through and you get the below result.
Today is a properly indexed page, for the keyword pencil cases.
Below is the same page, from 4 November 2014 to 15 April 2015 to the search keyword “pencil cases”. The failure to re-direct meant you saw less product, no colour options and no pricing. Also the page looks abnormal.
Setting up a dashboard for online is integral to online success.
Further the online dashboard acts as a learning tool for management as they grow to understand what events and marketing campaigns impact on various dashboard metrics.
In the event online is integral to your business model we strongly recommend setting up a dashboard to measure key metrics that measure your online connection with your customer.
*Predikkta has sourced several external independent global tools to analyze websites.These tools do not reflect on occasion the internal website analytics, but are recognised global tools and provide accurate comparative results for measurement against competitors.
**The views in this article are those of the author