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Aaron Schinke

Aaron Schinke Vice President of Product Development and Marketing

Exclusive Blog Posts

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

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What 89% of salespeople are failing to do...

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  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

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High Bounce Rate? Maybe Your Content Is Too Compelling.

Automotive Bounce RateI often field questions about bounce rates. Usually the question revolves around a bounce rate being too high. One of the most understood reasons for this is over-compelling content! Let’s finally shine some light on this often-misunderstood problem and learn how to avoid stimulating your visitors.

Problem: TMI – We’ve all heard of TMI (too much information) but you may not have heard of “TMUI” (too much useful information). Bounce Rate enemy number 1. This is what you really need to watch out for. TMUI can lead to higher bounce rates by answering all of your visitors’ information in one place.

Fix: Don’t be afraid to spread any pertinent info around your website. This way your visitors will be compelled to search your site for the rest of the information they need! You’ll find that this strategy could also increase your pages per visit. Awesome!

Problem: Too specific – This is similar to TMI, but I see it all the time so I had to make sure I covered it. Often times I visit webpages and when I’m done reading about a product I have no questions left to answer… so I leave to go buy the product or try out the advice given… BAM! That’s a bounce.

Fix: Be general. You may also want to consider using stock photos and the oldest manufacturing information you can find. For the advanced marketers out there, you may want to try leaving some questions unanswered altogether. Not only will this ensure a lower bounce rate but it may even increase your leads! It’s all about leads and conversions, right?

Problem: Actionable Info. Does the information on your web page offer directives or advice? Does it suggest taking action, especially *gulp* off of the webpage or even the Internet! This could lead people off of your site to confirm your suggestions or even in to your store!  

Fix: Be passive! The purpose of a webpage is to just barely, almost subliminally, create awareness. Avoid words such as “buy”, “try” and “do”. You may also want to avoid incentives, and limited time offers.

Hopefully at this point you realize this is a bit of a satire. The reality is that this is a common occurrence problem in our industry. All too often we become entrenched in analytics and statistics and lose sight of how it all relates to the bigger picture, the ultimate goal: business results.


If you enjoyed this piece be sure to tell DrivingSales you want to listen to Eric Giroux and I dispell more metric myths during our presentation, “Metricks - Learn the Tricks of the Metrics Trade” at #DSES in Las Vegas in October!

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