Google Analytics and One Page Websites
Do you remember our recent post, SEO Sucks for Single Page Websites? Today, I want to continue that conversation but with a focus on Google Analytics. How does your experience using Google Analytics differ if you have a one page website versus a website with multiple pages? It actually differs a lot, but there is a useful tool to help out both those one page website owners and their multipage counterparts.
The term bounce rate is often used when discussing SEO and website analytics because it's a way to measure your website's success in captivating its visitors. You see, bounce rate occurs when a user visits a website's page and then exits without interacting with any of its other pages. So, if you hear a website owner say, "We have a low bounce rate," they mean that their website is doing its job well- it's keeping its visitors' interest and leading them through their buyer's journey.
One of Google Analytics' main benefits is tracking a website's bounce rate. But, bounce rate data isn't easy to capture when it comes to one page websites. Because these websites are only one page, their bounce rates can only ever be 100%; there are no other pages for their users to navigate to. So, Google Analytics can't track one page websites' bounce rates like it can for multipage websites.
Google Analytics is quite a powerful tool, but, with one page websites, its power is limited. These websites are only creating one point of entry and exit. By default, there isn't much of a buyer's journey; it's in and out. So, how can one page website owners track their users' interaction?
They can start by using Google Analytics' Events service. Events allows website owners to track how their users interact with their website's content, like what menu items they click, what videos they watch, or, depending on the functionality, what specific areas of a page they click on. While very handy, Events isn't an out-of-the-box solution. It must be individually tailored to the website that's using it.
At Trail 9, we recommend a traditional website layout, complete with a home page, contact page, about page, blog, and landing pages. Having multiple pages allows your visitors multiple points of entry within the website as well as better website analytics and more content for search engines to index.