Why Unique Visitors Don’t Matter (Much)

Remember when the web explosion happened? Everyone you knew was building a web page and they all had those little tickers at the bottom of each page, counting off the number of hits and displaying them as an ostensible measure of success for the world to see. The goal was to drive up the ticker number using any and all possible means.

Now it’s 2011, and most of us have realized that those ticker numbers only tell half the story. After all, who cares if you got 1000 hits today if 800 of those hits never make the second click. The number of visitors that leave your site without clicking a second time constitutes the bounce rate. If your bouncers exceed your clickers, it’s time to look at some ways to reduce bounce rate and keep those visitors engaged.

● Maintain Pay Per Click Advertising Threads
When you launch a pay per click advertising campaign, you create an expectation in the reader’s mind that when he clicks on your ad, he’ll see certain information. Your landing page should follow through on that thread of expectation and deliver on the implied promise you made in the ad. If you promise 20% off, then restate that sale at the top of the landing page so that the viewer immediately knows he’s landed in the right spot.

● Offer Updated Content
Visitors who find you through organic search want to find out whether you have something relevant to say about their topic of interest. If your page was last updated a year ago, information in the field has most likely changed, meaning that they’ll look elsewhere for current content.

● Choose Relevant Keywords
Keywords are the number one tool used by search engines to direct people to your site. Be sure you use them accurately and that your site content actually discusses the keyword you chose. While you may generate traffic by using popular keywords, your visitors will bounce if you fail to provide relevant content to back up those keywords.

● Provide Clear Navigation
Visitors should always be able to tell where they are on your site and how to find the information they’re looking for. Reduce bounce rate by keeping navigation simple and consistent so they can tell at a glance where to find relevant information.

While unique visitor metrics don’t create the excitement they once did, it is important to remember when you’re trying to reduce bounce rate that each one of those visitors does represent a potential customer. Treat them well and help them find what they’re looking for, and you’ll be more likely to keep them clicking.

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