Image slider vs. Image Grid – Homepage Bounce Rates

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Image slider vs. Image Grid – Homepage Bounce Rates

Image slider vs. Image Grid – Homepage Bounce Rates


– [Voiceover] Alright guys,
welcome to Art Storefronts very first Facebook Live Broadcast. I’m excited to see how
this whole thing goes. It’s some new technology from Facebook that we’re testing out. But I think it’s gonna be a
really cool teaching tool, so I’m excited to give it a shot. So without further ado,
let’s start the show. (slow electronic music) Boom. Just like that, look at that. Got a fancy little
intro, which by the way, we paid a whopping grand
total of $10 for on fiver.com, something you could do too
if you wanted to do this. Let’s get into today’s broadcast showing. So, the subject, what’s on your homepage? Is it an image slider or
is it a gallery of images? This is kinda follow-up to
a blog post that we released in case study that just
real really, really popular, and I want to dive into
a little bit deeper. So what’s on your homepage? Are you sure that’s the right call? How would you even measure that? So let’s talk about
bounce rate, what it is, how to measure it specifically
in Google Analytics. And then, let’s get into the
psychology of bounce rate, which I think’ll be important
to kinda get away from the data for a second and
then just think through the practical real-life application of it. Then we’re gonna move on, and
let’s optimize even further with a lovely little tactic and some third party
software that we’ll get into. And then finally, if this
computer does not blow up, the stream doesn’t go completely sideways, technical difficulties don’t ruin me. We’re still live, let’s
maybe get into some Q&A, if and only if, somebody’s actually on the live broadcast aside from my mom. Okay, so. Image Slider verses the Image
Grid Gallery as a homepage. So what does that mean,
what am I talkin’ about? Let’s start with the image slider, and I got a pretty cool
little pre-made video that I did on this one, so
let’s just pivot right to that. Okay, so how prevalent are image sliders instead of image grids,
instead of galleries on the web, on homepages right now? I ran this test a little bit earlier, but I’ll run it again just
so we can go through it. I was feelin’ like gettin’
my Oregon on this morning, so I typed in. Let’s get rid of that, and Dismiss. I typed in landscape photography
Oregon, and let’s just see. And you can see these
links are already hot because I already ran ’em this morning, but it’s just a good test. So, I just hit the front page of Google, I searched landscape photography Oregon, let’s see what we’ve got on these sites. Alright, so we got Patricia Davidson. What do we have here? Yep, looks like an image slider. Mike Putnam Photography. What do we have here? It looks like an image slider. And Marc Adamus, Unforgettable
Wilderness Photography. Beautiful shots. And what do we have here? We have a gigantic image slider, you can’t even scroll up and
down on this one, it’s huge. So, you can see in just
a quick test like that, how prevalent this is. I mean, I could throw in
probably just about any results that I wanted on Google and,
you know, cherry-pick five of the results on the
first page of artists and in every instance, they’re
gonna be an image slider, right, it’s kinda been
an industry standard for a while and everybody runs it. The majority of themes have it. Okay. Alright, so what about an image grid? Right, so we’ve seen an image slider, now let’s take a look at
what an image grid is. I don’t have a fancy video for this one. I’ve just got the gallery that
we used for the case study. So, Madaras Gallery Online, Inc. It’s an art gallery in Tucson, you can see it’s voted
Tucson’s Best Gallery here. Is that kinda like voted
Best Steakhouse in Vegas? I was wondering who votes on that. Who voted? Did one person vote and
that makes it the best? I don’t know, it could
be the best gallery. Inconsequential for this video. What you see here is not an image slider. You see here a grid of
images, it’s not even nothing. It’s not even nothing? It’s not even anything too terribly fancy. It’s eight different images, kinda some different subject materials, and it gives you some
different things to look at. So the question becomes,
which is better to run? Do you run the image slider, like we saw in those previous examples, or do you run an image grid? And the way that you answer that question, which one is better, is by understanding what
your Bounce Rate is. So let’s get into Bounce
Rate and what Bounce Rate is. Let’s talk about Bounce
Rate, exactly what it is, and how to analyze it in
GA, in Google Analytics. The way that I like to
think about Bounce Rate, the way I was taught to think about it, is your homepage, your art
store, your art gallery, whatever the case may be, is no different than a retail shop. You’ve got a window out front with some stuff displayed inside of it, like we can see with this
lovely Neiman Marcus here, maybe you have some art inside, maybe you have some handbags. In your case, obviously it’s photographs, or pictures of your art, or whatever else. And people are gonna come
walkin’ by that store, they’re gonna take a look in your window, and they’re gonna decide to come in, or they’re gonna decide to
bounce, to hit the road. Right? And that’s essentially
what Bounce Rate is. Visitors that have come to a
particular page on your site, today we’re talkin’ about the homepage, but it applies to all pages. They came to your homepage, took a look, and they either came inside
the store, they looked at more, or they bounced and they took off. Obviously, your job, your goal, is to get them to come inside the store. You do not want them to
keep walkin’ down the street and go in some other store or ignore you. So let’s, and just take a second, I think that’s the best
way to think about it, I hope that analogy works. Let’s talk about how we’re gonna measure that in Google Analytics for your site. I’ve got Google Analytics pulled up here. As you you can see here,
on the left-hand side, what you want to do is go
down to the Behavior tab, go down to Site Content,
go to Landing Pages. Then you can see in this little list, the one that has just the
check mark is your homepage. In that instance, if I look
here, here is my Bounce Rate. That box is a little bit big. Let’s draw a better one than that. Here’s my Bounce Rate, it’s
55.41% in this instance. 55% of the people that
come to that homepage keep walkin’ down the street. The other 45, they’re
comin’ into the store and they’re checkin’ out more. So that’s how you measure it. That’s the best way to think about it. The psychology of it, well, let’s get into the psychology
of it in the next video. Okay. Yeah, so let’s care about the psychology. I think this is a critical
component to it, right. Here’s a real world way to think about it, kinda moving, advancing
the store window analogy. If I come to your site, and I’m not interested
in photos of beaches, or waterfalls, or farmhouses. Say I want birds or chickens, or I like photography of beer. Or cold beers, I do like cold beers. Or whatever. Surreal scenes, or maybe
I like night photography, whatever it is. If I don’t see what I like,
I’m bouncin’, I’m out. But if I give ya an image grid, then maybe I get you with the desert. Maybe I get you, in this case, with the beach or with flowers. It doesn’t necessarily need
to be this example, right. I mean, what if it’s, you know,
just sunflowers in this one, but I don’t like sunflowers, I like begonias, or I
like daisies or impatiens. So if I give you an image grid, then what do I have here? I’ve got one, two, three,
four, five, six, seven, eight, different opportunities
to potentially hook you, to keep you from bouncing, to keep you from walking down the street. To actually stay engaged and maybe click through to a different area of my website. Make no mistake about
how much time you have to hook somebody’s attention. You have seconds, it’s not a lot of time. So in this instance, if
this one doesn’t get me, and this one doesn’t get me, I’m out. I was lookin’ for images of forestry, there’s no forestry here, I’m out. Or whatever the case may be. I think that piece of the psychology is important to think through
and to fully understand. Just to wrap up on that, and again, I really think there’s
some other blog posts that you should read about this. We’re going to put them in the show notes for this particular broadcast and it’ll be on the Facebook post, it’ll be on our blog too. So you can read in to the old post and get the whole picture. But the bottom line of it
is, is that image grids, we like ’em, we recommend
’em to our customers. It’s really easy to do with our software. Your software might be a little
but more difficult to do, but I’m sure you could
probably figure it out. So test on your end. We’re still testing too,
and measuring the results. But what we’re finding is, well, let’s talk abut the truth first. It’s really hard to get visitors
to come to your website. The last thing that you
want ’em to do is bounce and keep walking down the street. You’d much rather have
’em come into the store, take a look at a few images, and get to know you a little bit. So we keep testing. We’re recommending ’em for our customers. And that’s where we are on that. Definitely do some of
the follow-up reading if this peaks your interest. I hope it does, it’s really critical. So let’s talk about the
tactic that I mentioned, because I want a follow-up to that blog post and kinda what… Taking it a step further with a tactic that I think is really
creative, really clever, and pretty advanced actually. But I gotta do a but, right. See the “but…”. The big but is if you’ve got no traffic, no tactic, no soup for you. You need to work on traffic. Nobody’s comin’ to your website, doesn’t matter what
you have in the window. Your store’s in the middle of a desert and nobody’s walkin’ by it. So you need to work on traffic and traffic generation strategies. And we have a bunch of those on the blog that you can check out. But if you do have traffic, you can maybe give this technique a shot. I think it’s pretty impressive. It starts with a third-party
piece of software. That piece of software is called Hotjar. You can see with a link
to the website here. But there’s a whole
bunch of ’em that do it. Essentially, what this
technology allows you to do is it allows you to take a heatmap. So a heatmap, lemme switch back. A heatmap of a particular
webpage on your site and it records every
visitor and it shows you where they moved their mouse
and where they click on. Now this is incredibly powerful. So you can kinda see
behind the heatmap here, and this is in Hotjar, we’ve got Madaras Gallery Online. We put their site in there. Let’s talk about the tactic, right. So we’ve already decided,
for her, that this gallery of images is performing
significantly better than the image slider that she had before. She’s drastically lowered her Bounce Rate. So that’s one little win. Let’s try and stack up another one. So we ran the Hotjar
tracking and as you can see, we’ve got this lovely heatmap here. As I mouse over the
various different images, it’s telling me how many
clicks each of these got. So I can understand, based on her traffic, where people are clicking and how many times they’re clicking. It’s important to know
that the prevailing wisdom says people read left to right. They start kinda up here, in the upper left-hand
corner of your page, and then read down like this. So how do we optimize things even further? This is what’s so awesome
about this particular tactic. You set it up, you let it run, and you see what the results are. What do I notice in these results? You’ve got Southwest Scenes, up here in the upper left-hand corner. That one’s got 82 clicks. Then you got Best-Sellers,
which are 44 clicks. And then the rest have kinda
fallen off a little bit, less and less clicks. So what can I do about that? And again, it’s all about the Bounce Rate. This is her homepage, I want people to click further into this website. Based on this data. I’m drawing my little
thing here so I can draw. I’m taking this one
right here, Best-Sellers, and I’m moving it right
here, to the number two spot. I feel like John Madden
writing on an NFL screen. So I’m moving it to the number two spot. Why wouldn’t I move this Best-Sellers up? This one’s getting the next most clicks. So if I have those two stacked
up right next to each other. I like the Southwest Scenes ’cause that’s kinda her whole vibe. Now I’m gonna take that Best-Sellers, and I’m gonna move that up here. And that’s gonna lower
the Bounce Rate even more, because it’s the two most
important and they’re the closest. You could potentially
move the rest of ’em down. You know what? You might also find Safari Images, let me close this, Safari Images is not getting the job done. There’s only seven clicks on that thing. Get it outta there. Nobody likes this lion,
nobody wants the lion. Everything else is a
landscape scene, no lions. Get rid of the lions, I
don’t even like lions. They’re terrifying, ferocious animals. That’s the tactic. You know what I’m gonna do? I’m gonna go ahead and advise her to move Best-Sellers up to here. I’m gonna advise her to move the rest of these in turns of click. The click data. Then I’m gonna turn on the tracking again and see what happens. So that’s one step of it. To take it even a step further than that, I would probably consider
changing out these images. Maybe the Safari Images
are actually super sweet, but maybe people want to see a giraffe. Do you have a giraffe in there? Let’s trade it out and
let’s see what happens in terms of clicks. There’s a lot more nuance
and advanced things that actually go on, relative to this heatmap tracking that I wanna definitely
nerd-out on in future videos. But I think this is a great start. To sum up, we think you should
be runnin’ an image gallery. If you think you should too, see what your Bounce Rate is before. Showed you how to measure
that in Google Analytics. Then also, measure after you’ve made your image grid. See if your Bounce Rate goes down. If it does, you’re in business. You got more potential
visitors to your site, which means more opportunities for sale. If you do have traffic, I’d probably set a threshold. Thousands of visitors a month. If you’ve got thousands
of visitors a month, consider giving Hotjar a shot. Consider running these particular tests and seeing if you can’t
reorganize your homepage to further lower your Bounce Rate. And that’s like I said. In this particular case, that’s what we’re gonna advise she does. The minute that we do
we’re gonna measure what the Bounce Rate was before, then we’re gonna measure what
the Bounce Rate was after and see where that gets us. With that, I’m turning it over
to Q&A so the two or three people that are potentially
on this broadcast.

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