We did a self-study of more than 30 websites that Haley Marketing designed to see what we could learn from the analytics of those numbers during the past year. During that timeframe, we have data from more than 900,000 website sessions and 1.8 million page views.
When you embark on that type of project, there are certain areas that you want to look for, but you don’t want to be close-minded. Compiling the data and then making conclusions allows you to react to the data and not just go with pre-conceived notions.
In this project, we learned a lot (and are still going through the data to learn even more). One thing that really jumped out from the spreadsheet was the importance of attracting returning visitors to your website.
New User Bounce Rate*: 65.1 percent
Returning User Bounce Rate: 51.7 percent
*Bounce rate is the amount of sessions that end in just one page view
New Users Pages/Session: 1.96
Returning Users Pages/Session: 2.43
New Users Average Session: 1 minute, 16 seconds
Returning Users Average Session: 2 minutes, 19 seconds (!)
From those three comparisons, we see that a new user leaves a website after viewing just one page 13 percent more often than a returning user. Returning users view almost half a page more than a new user going to a website for the first time.
And the most eye-popping stat was that returning users stay on a website 63 seconds longer than a new user! That’s a huge number and something that can definitely be capitalized on. Those users are engaging and interacting with staffing websites at much higher rates than a new user.
So where do we go from here?
In the coming weeks, we will take a look at some ideas on how staffing companies can attract visitors to return to their website. There are a number of strategies that can get users back to a website. Developing a strategy, testing it, following through with it and making adjustments to continually improve will lead to more returning visitors.
At the end of the day, more returning visitors mean more website conversions, which will lead to more success for your staffing company.