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With ongoing marketing efforts, we had reduced Grandma’s Jars bounce rate each month, but the rate at which this was happening was slow. We wanted to make dramatic improvements and get our existing 76% bounce rate below a 50%. Here's how we did it.

The Client:  Grandma’s Jars

Grandma’s Jars teaches people how to save money, eliminate debt and break the pay cheque to pay cheque cycle via an online web application that helps you manage your money.

Problem

With ongoing marketing efforts, we had reduced Grandma’s Jars bounce rate each month, but the rate at which this was happening was slow. We wanted to make dramatic improvements and get our existing 76% bounce rate below a 50%.

GMJS-Bounce-Rate.png

Grandma’s Jars Bounce Rate

 

Date

Bounce Rate

Difference From Previous Month

Cumulative Difference

July 2016

83%

-

-

Aug 2016

80% +3%   +3%

 Sept 2016

 80% 0%   +3%

Oct 2016

 76% +4%  +7% 

Solution 

Determine how we could improve the homepage to entice visitors to continue checking out the rest of what Grandma’s Jars has to offer.  

Process

Analyse

First, we want to understand why someone may be bouncing off the site. We thought of a few possibilities:

  • Users aren’t getting what they need
  • Users are unsure of what to do next when they get to the site

Strategize

We strategized and though of various options in how we could improve. We wanted to feature only the most critical elements when a user came to the homepage – a “less is more approach”, so that it was immediately clear what Grandma’s Jars had to offer, and what action the user should take. We determined that a user should be able to land on the site and within seconds understand what Grandma’s Jars is and what action they should take.

So, what changes did we make to do this?

Consolidate the Navigation

The main navigation was full and busy. With so many options it would be difficult for the user to know where to go and perhaps even causing information overload. The first thing we did was reduce our main navigation by bucketing our pages into 3 categories – the app, education yourself, and providing a way to get in touch. All other pages then got nestled under either education or contact. With the change, we would now be communicating to users that they’re here to learn, with access to an app to help them.

Before

GMJS-Homepage-Before.png

After

GMJS-Homepage-After.png

Update the Homepage Banner

Update imagery to trigger emotion

The existing banner image did convey the concept of financial education, however, we know that emotions can trigger a better response from users. We wanted an image that would reflect how a user would feel by using Grandma’s Jars. That is when we moved from two girls on a bench, whose faces you couldn’t see and connect with, with an image of a gentleman who looks relieved and pleased. We also ensured this gentleman was in front of the computer to help convey the online web application aspect of Grandma’s Jars.

Before

GMJS-Homepage-Image-Before.png

After

GMJS-Homepage-Image-After.png

Reduce banner copy and make it more concise

It doesn’t take a rocket scientist to realize that if you use less copy, it will be less overwhelming for users and will also “force you” to convey your message/ultimate benefit to users in a clearer and more concise way. We reworked the main headline by reducing the length of copy and getting right to the point that users can “take control of their finances”. It certainly was easier to digest than the mouthful of, “The budgeting education resource that will help you save money and eliminate debt”.

Before

  • Headline: The budgeting education resource that will help you save money and eliminate debt.
  • Body Copy: Grandma’s Jars combines a proven budgeting methodology with financial coaching support to help you modify spending patterns, streamline bank accounts, and manage debts in order to truly take control of your finances.
  • Word Count: 45

After

  • Headline: Take control of your finances
  • Body Copy: Eliminate debt, save more money, and say goodbye to financial stress. Take Control of your financial future.
  • Word Count: 22 – yes! We cut our word count in HALF!

Create a specific call-to-action

Now that we’ve triggered to user’s emotion with strong imagery, got to the point of how the user will benefit from this site, we need to make a clear call-to-action, to further drive them through the site – to continue on their journey so to say.

How did we do this?

We asked a question that had a “no-brainer” response. We asked them if they were ready to “Eliminate debt, save more money and say goodbye to financial stress!”. Of course, someone would want that! And our “yes, show me how” CTA button made it clear of the benefit that they would get by clicking through.

Before

Nothing… !!! We had nothing!

After

“Yes, show me how!”

Bringing it all together

So what did all these changes look like for the overall banner?

Before

GMJS-Homepage-Overall-Before.png

After

GMJS-Homepage-Overall-After.png

Results

If you remember, before these changes our bounce rates were as follows:

GMJS-Bounce-Rate.png

Grandma’s Jars Bounce Rate

 

Date

Bounce Rate

Difference From Previous Month

Cumulative Difference

July 2016

83%

-

-

Aug 2016

 80% +3%  +3% 

 Sept 2016

 80%  0% +3% 

 Oct 2016

76%  +4%  +7% 

In November we updated the main menu navigation and in December we updated the homepage banner.

The results?

GMJS-Bounce-Rate-After.png

Grandma’s Jars Bounce Rate

 

Date

Bounce Rate

Difference From Previous Month

Cumulative Difference

July 2016

83%

-

-

Aug 2016

80%   +3%  +3%

 Sept 2016

 80% 0%  +3% 

 Oct 2016 

76%   +4% +7% 

Nov 2016

64%   +12%  +19%

 Dec 2016 

49%   +15%    +34%

Overall, we improved the bounce rate on the Grandma’s Jars website by 27% in two months by improving the main navigation and homepage banner.

Users now know how they will benefit from the site, and what action they should take on the site.

But, with all marketing, there is always room for improvement. We will continually A/B test the homepage to see how we can further reduce the bounce rate on the homepage. After all every business and website is unique and has its own unique visitors, which means your inbound marketing and website is a living breathing thing – always evolving and change to further optimize its performance and impact.

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