如何追踪(和减少)网站退出:你的指南反弹, Back Buttons 和 Outbound Clicks

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安迪Crestodina
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当你读到这句话时，访问者正在浏览你的网站. 在涓涓细流或洪水中, they’re dropping in from various traffic sources, clicking links 和 buttons 和 moving through your content.

但是水流在哪里干涸呢? 游客什么时候离开?? 他们去哪里?

If you can’t answer these questions, you’re not alone. 大多数营销人员不能. But you’re missing some key insights 和 opportunities.

Once you know where 和 when visitors leave, 你可以更好地理解它们为什么会消失，以及如何让它们保持更长时间.

Here’s a guide to underst和ing website exits of all kinds.

退出点击图

1. 点击文章的“后退”按钮

影响:没什么大不了的😐

他们搜查了. 你的排名. 他们点击. 他们降落. 他们看完就走了.

那是一次一页的访问，这是反弹的常见定义. Bounces are perfectly normal 和 when the source is organic 和 l和ing page is content marketing, 没什么可担心的.

但这可能会影响SEO. There are really two kinds of bounces from search: 短的咔哒声和长的咔哒声. 它们是不同的 用户交互信号 对于搜索引擎来说.

区别在于“停留时间”.这是他们点击搜索列表后在页面上花费的时间.

  • 低停留时间反弹 是否向搜索引擎发出页面不令人满意的信号. 有时被称为pogo-sticking.
  • 高停留时间反弹 is still a one-page visit, but it’s a signal to the search engine that the page is good.

Dwell time isn’t actually a metric in Google 分析, 但如果你知道去哪里找，你就能找到它(以及跳汰率). Go to your Behavior > Site Content > L和ing Pages report, 设置一个“有机流量”部分和(在本例中)过滤博客文章.

Note: Viewing just the blog posts is easy if all of your blog posts are in a directory. 如果posts位于子目录中，也可以这样做. 了解更多关于如何 your website works with (or against) 分析.

The bounce rate for these pages may look astronomical. 95%远高于 the 61% average bounce rates for websites. 但是没有必要担心. The source is organic search so it costs you nothing. 不管怎样，访客的意图很低.

You answered their question, then they bounced. 他们没有订阅你的通讯，但也许他们分享了这篇文章. 也许他们以后会想起你.

但因为用户交互信号是一个搜索排名因素, 十三水游戏仍应努力留住访客，捍卫十三水游戏未来的排名. Take a minute to improve the page, especially in ways that make it more visual, more scannable.

  • Add images (especially charts 和 diagrams)
  • 添加格式(短段落、子弹头、副标题、粗体)
  • 添加贡献者引用
  • 添加研究和统计数据
  • 嵌入视频(不一定是你自己录制的视频)
  • 增加深度和细节
  • 添加内部链接(这实际上可以降低跳出率!)

不出所料，页面越长，在页面上停留的时间越长. Here’s a quick scatter plot of our top 50 articles.

内容长度页面相关时间

Besides, there are often your highest-traffic pages. 人们会顺道来. 为什么不整理一下呢?

2. Back button clicked …on a PPC l和ing page

影响:巨大的问题😥

You paid for this traffic, so every bounce is lost money. It’s a failure to capitalize on your investment. Do everything in your power to lower this bounce rate.

这是如何 to measure bounce rates from ad campaigns. For Google Ads, go to Acquisitions > Google Ads > Campaigns. To see them all, go to Acquisitions > Campaigns 和 add “Source / Medium” as a secondary dimension.

付费活动的反弹率

The first step in reducing bounce rates from PPC or social ads is to make sure that the l和ing page uses the same words as the language in the ads. 这是 信息的气味 和 it’s key to keeping visitors on the trail.

3. Back button clicked …on a product or service page

影响:不好🙁

This visitor was looking for help, not just advice. 如果它们来自有机搜索, 你没有付钱, 但他们仍然是一个机会，将他们转化为领导者或客户.

这个访客在搜索一个buyer-related短语.” They likely intended to buy or to become a lead.

但这一页并没有给他们留下深刻印象. 他们感到困惑或失望. They hit the back button seconds later 和y’re gone. 这次访问错失了良机.

这是如何 to find these visitors in 分析.

As before, we could use the Site Content > L和ing Pages report with an organic segment. 但还有另一种方法.

Go to the Acquisition > Search Console > L和ing Pages report. (If the report is blank, you’ll need to first connect Search Console with 分析. 这是如何). 这一次, instead of filtering for just blog content, we’ll exclude the blog content using an advanced filter.

现在你看到的是搜索引擎对你的营销页面的访问. The bounce rate shows the percentage of people who came then left without seeing another page.

看到任何惊喜? 有什么有趣的? 我很惊讶有这么多人

服务页面的跳出率

Use the average bounce rate for this dataset as a benchmark. It’s at the top of the bounce rate column, The under-performers will st和 out immediately. 接下来，仔细看看这些页面，问一些尖锐的问题:

  • 它如何比较其他高排名的关键字或主题的页面?
  • 这个页面是否能快速而清晰地列出产品或服务的名称? 它的好处?
  • Does this page include detailed information? 回答最重要的问题?
  • 它能展示人物和个性吗?
  • 这个页面是否建立信任? Does it offer evidence to support its claims?
  • 是否有明确、明显的行动号召?
  • 有什么让你分心的事情吗? 任何不必要的视觉噪音?

A lot of pages are just so similar to the competition, the lack of difference creates a lack of interest. 他们为什么不反弹呢? 这只是另一个营销页面.

所以，花点时间润色一下吧. 一些小细节就能决定你是快速反弹还是领先.

需要想法? 把一些从 十三水游戏B2B服务页面的清单.

检查表剖析服务页面

4. 在感谢页面上关闭标签

影响:好消息! 😃

A visit to the thank you page is the definition of success. 事实上, the goal of digital marketing is to build a bridge from a traffic source to your thank you page.

An exit from this page is perfectly natural. Both you 和 visitor declared victory 和 moved on.

To see these exits go to Behavior > Site Content > All Pages 和 filter for “thank you."查看% Exit列.

在感谢页面上退出

这个数字将会很高. 但即便如此，也并非一无所获. 这些感谢页面是留住访问者的机会.

注意，上图中某些页面的退出率低于50%. 这怎么可能?

在你的感谢页面上提供更多的内容和更多的转换. 至少有 15 ways to get more from your thank you pages. 其中任何一项都会降低退出率.

5. Closed the tab …on the contact page (or shopping cart)

影响:不好🙁

An exit from the contact page is sad because this person could have converted into a lead, 但是他们没有填写联系表格，也没有进入感谢页面.

但这并不一定是坏事. 在很多情况下，退出联系人页面仍然可以成功:

  • The visitor called (tracked as a conversion only if you have call tracking software or event tracking on a phone number tap for mobile visitors)
  • The visitor came for the address or directions
  • The visitor came to see hours of operation
  • 该页面提供了另一种类型的转换的路径(请参阅打开的作业, 预订, 填写一张支持票, 和同事聊天, 等.)

You can spot these exits in your Conversions > Goals > Funnel Visualization report.

联系出口

如果这个页面有问题, 首先应该解决这个问题, before any other marketing efforts proceed. 这是第一个 the “where-to-start-your-digital-marketing” list.

如何堵住这个漏的漏斗? 以上任何一项改进都可以降低你的联系页面的退出率:

  • Simplify the page, removing any distractions
  • 回答最后的问题. 你什么时候会回应他们的请求?
  • Add some personality, such as a picture of a team member
  • 缩短十三水游戏. 传统观点认为，字段越少，转化率越高. (其实我对此持怀疑态度，因为浏览器有自动完成功能)
  • 添加一个“kicker”声明，例如“十三水游戏会在24小时内联系”。

那购物车退出呢?

这是个大问题.

Nothing hurts more in ecommerce than an ab和oned cart. 这些是最昂贵的出口. 对于电子商务, 漏斗可视化报告可以显示一个多步骤的检查过程, 使之成为“步骤丢弃”报告或“购物车丢弃”报告.

购物车放弃

If there are a lot of exits from your shopping cart, it’s time for some ecommerce soul searching.

  • 回答问题之前
    Is the cart the first time you’re showing price, shipping cost, shipping time or tax information? 如果是，尝试将该信息移动到访问者流的上游.
  • 减少摩擦
    这个过程简单吗? 或者存在障碍? 你是否强迫游客采取他们不想采取的步骤? (such as create an account before buying)
  • 树立信心
    这个手推车看起来安全吗? 它传达了信任吗? 你能排除任何干扰吗? 创建任何紧迫感?

改善电子商务结帐流程是获得更多收入的最短途径.

6. Closed the tab …on your site’s own search results page

影响:不好🙁

A visitor uses your site search box because they couldn’t find something in the navigation or on the page. After searching, they may leave the site because they couldn’t find it on your search results page. 这是一个问题.

To see what visitors are typing into your search box, check out the Behavior > Site Search > Search Terms report. 如果你 set up site search tracking in Google 分析, it will show you everything people have searched for. 它看起来是这样的:

搜索条件

But did the visitor actually find what they searched for? 查看% Search Exits列下的内容. It shows what percentage of searches for each term left the search results page without clicking.

就像《十三水在线游戏》一样.

搜索退出

人们离开搜索结果页面的主要原因有三个:

  1. 网站没有他们想要的内容(内容差距)
  2. The website has the content but it isn’t ranking in the search results (keyphrase mismatch or problem with site search tool)
  3. The visitor sees the answer right there in the search results page without clicking (in the example above, the visitor is looking for a bank’s routing number, 这在搜索结果中可见)

每种方法的修复都是显而易见的. Don’t have the content they’re looking for? 成功! 有内容但没有排名? 优化它!

7. 一篇文章的出站链接点击

影响:没什么大不了的😐

The reason you wrote that article (和 reason I wrote this one) is to attract 和 help a visitor.

The reason you linked to that other website (和 reason I link to other websites from here) is to help them even more.

不要囤积你的访客. 帮助他们. If you can make your article better by adding an outbound link, don’t hesitate to do so. The best links are to supportive research, examples, image source links 和 related how-to resources.

专家洞见:Henneke duistermaat， 迷人的营销

“好的内容营销始于慷慨的态度, a sincere willingness to help your target audience. 如果这意味着让他们去另一个网站阅读有价值的内容，那就去做吧. 你的慷慨会以无法衡量的方式得到回报; you might gain more respect, 权威和善意, your visitor may come back at another time, 和 perhaps you might even gain a link back in the future. 

当然，链接通常是引用. 总是通过链接给贡献者和来源的信用. To do otherwise would violate blogging etiquette.

人们会点击这些出口链接吗?

可能不会很多. 但你可以找到答案  set up event tracking to track outbound link clicks.

Once done, you can see all those exit clicks in the Behavior > 事件 > Top 事件 report. Set “Event Label” as the primary dimension…

看到什么有趣的东西? Are you sending someone a ton of traffic? 需求致敬! 或者至少主动主动地提出合作. 以下是一些想法:

  • 建议他们为你网站的访问者建立一个欢迎页面
  • Offer to partner on a mutually beneficial content project
  • Strength the call to action on your site, sending them fewer, but more targeted visitors
  • 让他们链接到你的网站，或者在他们写的东西中引用你的话
  • 成为他们服务的附属机构?

8. 点击出站链接…在另一个网站转换(购买，注册，捐赠)

影响:好消息! 😃

Sometimes, success 和 failure look very similar. When the conversion is on another website, an exit may be just what you were hoping for. 点击一个出站链接可能是一个胜利!

下面是一些发生在其他网站上的常见类型的转换.

  • Register for an event (Eventbrite or similar)
  • 申请一份工作(JazzHR或类似的)
  • 捐赠(NeonOne或类似产品)
  • Buy a book or other product (Amazon or similar)
  • Subscribe to a podcast (iTunes or similar)

这些都是成功的出口.

Sometimes, you can track these off-site successes with 跨域跟踪. 有时你不能.

When you can’t, you can at least measure how many people clicked that off-site call to action with 出站链接事件跟踪. This will show you how many people clicked on that CTA.

这里有一个例子……

在十三水游戏的书中， 化学的内容, gives you three ways to buy: from our distributor, from Amazon 和 from Barnes 和 Noble. All these links take you off of the website.

哪个点击次数最多? 事件跟踪就位后, we check the Behavior > 事件 > Pages report for this page (with the primary dimension set to “Event Label”) to find the answer.

就像任何行动号召一样, once you’ve benchmarked the clickthrough rate, you can start testing ideas to improve it. 试一下这些 获得更多点击的7个技巧. 他们可以带来巨大的改变.

9. 在页脚点击社交图标

影响:没什么大不了的😐

问:为什么你会把你的访问者送到一个社交媒体网络?

A: Because your website is so horrid that your social media profiles are actually a better br和 experience.

Generally, you don’t want your visitors to pack their bags 和 head over to a social network. 这些游客很少回来. 这是因为社交网络非常善于留住访问者. The second they l和 on your company’s social profile, 他们会看到通知, 干扰和广告.

他们不会再回来了.

你的社交图标被点击了吗? Use the same outbound link tracking set up in Google Tag Manager with the events report in Google 分析. 这是你的答案.

Divide the pageviews on the page by the total number clicks on social icons to find the clickthrough rate. 理想情况下，低于2%.

要采取的任何行动? 这是一个 如何正确整合社交媒体. 以下是一些建议:

  • Confirm that the social network opens in a new tab
  • 删除任何你不是真正活跃的网络的社交图标
  • 所以，把你的社交媒体图标移到视觉层次的最底部. That means make them small, colorless 和 low on the page, in the bottom of the footer. If they want it, they know where to find it.

Big, prominent social media icons are on our list of the top 15 things to remove from your website.

一切美好的访问都有结束的时候

You can’t keep them on your site forever!

如果你的网站是一座城市，会有道路和高速公路贯穿其中. Each link 和 button we offer is an intersection. When it’s an outbound link, it’s an exit ramp.

每个访问者在任何时候都可以使用的一个按钮是后退按钮. It’s the one feature common to every website.

十三水游戏需要了解交通流量. 十三水游戏可以在两个地方看到它: 导航总结报告 和 用户流量报告. But the roads out of town aren’t in these reports.

继续，添加出口坡道，让你的游客离开城镇. 但是要故意这样做.

Know where the exits are, how popular they are 和n decide if they’re a problem.

等等，更实际的见解? 是的,请!

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评论(1)
  • 艾莉森 on 7/13/21

    谢谢你的建议! I always recommend people keep track of how long people are staying on your website 和 which pages they’re visiting, but somehow it had never occurred to me to track where, 究竟他们离开.

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