2012-02-13

Снижаем показатель отказов

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В последнее время тема поведенческих факторов стала очень модной, может быть именно поэтому мне пришла мысль написать о показателе отказов. Точнее о том, как попытаться снизить его на сайте.

Зачем? Есть мнение (и не безосновательное), что поведеческие факторы играют существенную роль в алгоритмах ранжирования ПС, кроме того, для сайтов, которые занимаются продажами и т.п. высокий показатель отказов несет прямые убытки. Итак, как же снизить показатель отказов?

Что такое показатель отказов

Показатель отказов — величина характеризующая степень заинтересованности посетителей сайта, определяется, как процент посетителей, которые просмотрели не более 1-й страницы. Тут следует сделать одну важную оговорку, ради которой я и стал писать определение. В Яндекс.Метрике при создании/редактировании счетчика есть опция "точный показатель отказов", при ее включении отказом считается просмотр одной страницы + проведение на сайте менее 15 секунд.

Я встречал замечания, что мол различие между 2-мя методиками подсчета не очень существенное — 5-10%. Так вот это не всегда так. Для моего блога, например, показатель отказов по google - 61%, а точный по Яндекс.Метрике - 21%. И это не удивительно, поскольку самая популярная по поисковому трафику статья имеет около 90% отказов и 5 минут среднего времени просмотра.

Полезные практические решения

Возможно, что вам лень читать всю статью, поэтому приведу список наиболее актуальных работ для снижения показателя отказов

  • Используем статистику для доработки содержания
  • Ускоряем загрузку страниц (кэширование на сервере, сжатие css и js, постзагрузка второстепенного контента)
  • Вылизываем дизайн и типографику, пока он не станет выглядеть проффесионально. Для оценки используем мнение сторонних людей.
  • Прорабатываем навигацию.
    • Главное меню не перегружено лишними пунктами
    • Используем хлебные крошки
    • дублируем навигацию в футере
    • Используем красочные дополнительные навигационные блоки "новое", "самое интересное", "еще по теме" и т.п.
  • Аккуратно размещаем рекламу, адаптируем ее под общий дизайн сайта
  • Приспосабливаем дизайн для удобного отображения на разных устройствах.

Анализ показателя отказов. Контент

Нет смысла сразу исправлять показатель отказов в целом, делая полный редизайн сайта. Начинать необходимо с анализа слабых мест в контенте. В этом нам помогут сервисы статистики GA и Яндекс.Метрика. В принципе достаточно 1-го любого из этих инструментов, я предпочитаю GA.

Первая возможность, которая нам понадобится – сегментирование трафика, чтобы более точно изучить поведение различных групп посетителей. Я уже писал, как использовать сегментирование в GA. В первую очередь стоит работать над источниками целевых посетителей — поисковый трафик, рекламный трафик, переходы по ссылкам (при публикации обзоров, пресс-релизов, гостевых постов и т.п.).

Выбрав нужных нам посетителей, просматриваем показатель отказов по страницам сайта, обращая внимание на самые посещаемые страницы. Для этого выбираем Содержание -> содержание сайта -> страницы входа. Заметные отклонения от нормы — повод задуматься о том, почему плоха или хороша данная страница. Распространенной проблемой является продвижение ради продвижения, когда содержание страницы не соответствует (или не несет пользы) ключам, по которым на нее попадают. В изучении поведения пользователей на странице может помочь изучение карты кликов (есть и в GA и в Метрике) или даже записей Вебвизора (Метрика).

Обнаружив, страницы с высоким процентом отказом мы отбираем проблемные места сайта. В том случае, если отказы считались "точными" (малое время просмотра) — данная страница полностью не годится для идущего на нее трафика — нужна переработка и содержания и окружающих навигационных элементов или смена источников трафика или целевой страницы для него. Если отказы "классические", но с приличным средним временем просмотров — нужно постараться заинтересовать посетителя. Такая проблема часто встает на страницах, содержащих полный ответ на поисковый запрос пользователя (вроде сервисов вопросов-ответов или словарей). В данном случае на помощь должны приходить броские (и релевантные теме!) заголовки и яркие дизайнерские решения, привлекающие внимание к другим материалам.

Если показатель отказов практически равномерно распределен по страницам сайта, то можно сделать вывод. что релевантность контента достигнута и можно перейти к дизайнерским изыскам.

Влияние дизайна на показатель отказов

Роль дизайна в определении показателя отказов может быть очень велика. Этот элемент воздействия на посетителей труднее поддается анализу, я постараюсь выделить основные особенности и идеи в области дизайна сайта для снижения показателя отказов. Однако стоит понимать, что дизайн не исправит сайт с плохим контентом.

Оптимальный дизайн сильно зависит от тематики и ЦА сайта. Я, например, как человек технического склада ума, люблю минималистичный и функциональный дизайн. Женская аудитория более предрасположена к различным украшательствам.

Дизайн сайта влияет на показатель отказа 3мя основными путями.

Первое впечатление

90% ГС распознаются с первого взгляда, и если ваш хороший и полезный сайт на первый взгляд сливается с ними, то есть шанс, что посетитель уйдет, не узнав о том, что сайт хороший и полезный. Кроме откровенного ГС-вида, я бы еще выделил сайты с явно любительским дизайном. Такие получаются, если дизайном занимается не специалист, все вроде бы аккуратно, но недоработки в мелочах создают общее впечатление. Для многих тематик это допустимо, но если это сайт, например, web-студии, то извините.

Еще одним негативным фактором для первого контакта является назойливая реклама. Умение аккуратно вписать рекламные блоки в общую канву сайта — великое дело, а иначе еще + несколько процентов отказов.

Умение заинтересовать

Если посетитель не ушел сразу, то следующая задача дизайна — заинтересовывать. Для этого нужно сфокусировать внимание на важных элементах навигации и максимально привлекательно преподнести ссылки на другие интересные материалы. Обратите внимание, чтобы акценты не были смещены в сторону неважных элементов. Так, например, разумно делать яркой и выделяющейся кнопку с RSS фидом, но не блок со счетчиками

Поддержка разнообразных разрешений

С увеличением разнообразия размеров устройств, используемых для навигации в интернете, все более актуальна проблема отображения сайта в разных условиях. Есть несколько подходов к решению задачи: создание отдельной мобильной версии сайта, использование резиновой верстки, использование адаптивной верстки. Мне больше всего нравится 3й вариант решения, как пример сайт codrops.

Если у вас есть вопросы, задавайте — раскрою тему более широко, а то и так много получилось.

oroom

Подпишись на обновления!


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2012-02-13 11:01:09

павел

интересно и полезно, Спасибо!
Кыш, спамеры, все равно ссылки поудаляю.

2012-02-13 19:50:03

Борисыч

Хочу выразить мнение основанное на опыте по поводу улучшения поведенческих факторов при помощи сервисов по накрутке, таких, как например юзератор. Считаю, что в работе над поведенческими факторами, использовать сервисы по накрутке можно, и даже нужно! Но только в том случае, если Вы: а) Продвигаете сайт возрастом от 4-6 месяцев; б) Ваш сайт уже находится в топ 50; в) Вы досконально изучили все возможности сервиса по накрутке поведенческих факторов и учли все нюансы в работе с ним.

2012-05-08 22:01:47

Алексей

У меня показатель отказов на моем сайте равен 60% скажите это нормально или нужно проводить какие работы по улучшению этого процента?

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