There is no point in having a website that you’re not monitoring – how do you ever expect to understand your customer better and increase your conversion rates. For those of you who have yourGoogle Analytics tool, take a look at your top ten entry pages and if your bounce rate is higher than 55%, change your page immediately. For those of you who don’t, why not?

In order to reduce your bounce rate and improve your conversions, you need to monitor your customers in order to understand their behaviour.

Could you imagine if you owned a clothes shop and you had a bounce rate of 90%... that means for every 1000 people who walk into your store, 900 are walking straight back out.

Tesco’s recently analysed their CCTV to see what it was that was making people walk in and straight back out of their stores. It turned out that there were six products that the majority of people were looking for and if they weren’t in stock then the customer left.

One of these products was broccoli, which you make think isn’t that big of a loss being a fairly cheap item. Wrong! The intention of most of these people who were shopping for broccoli was to buy a complete roast dinner, which meant a potential loss of a £20 sale. Not only that, but the customer will then have gone to a competitors store, risking the chance of the customer returning to Tesco again.

Now, Tesco’s continue to monitor their CCTV and their customer’s behaviour in order to better improve their service and increase their sales.

Our advice: Sign up for Google Analytics now and then think about how you could apply Tesco’s strategy to your website.