When confusion kills
How clear is your website? If it’s not immediately exceptionally obvious who you are and what you do, many visitors will bounce back from your website within 30 seconds and never darken your home page again. As a rule of thumb Google Analytics say a bounceback rate of 25% or lower is superb, 35% normal and 50% or over is worrying. Struggling in recession, the Ohio-based power and lighting distributor Ericson bravely turned its website into an online catalogue. The volume of orders soared as did the number of items ordered per customer. You may not like www.ericson.com but its success is an object lesson in the instantaneous nature of decision making on the web.
