What can Managers learn from bounce rate?

Gary Sanders
If you track Google Analytics, you can measure the bounce rate of your web pages. What is the difference between this and a bad phone call or a sales consultant not recognizing when it is time for a turn? Do we know the bounce rate of our phone calls and floor traffic? What is bounce rate? Bounce rate (sometimes confused with exit rate) is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site. It's the percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between. So how do we define the "bounce rate" of a phone call and floor traffic? If you work or worked for Lexus or Toyota you may have been introduce to L.A.C.E. by Ken Lodi. (please submit a comment to give credit to any one that may have introduced it to you) LACE, can be very effective. Listen Ask questions Confirm Educate However, if incoming phone calls are handled in this manner: Listen Ask for the appointment to early Close when that fails Erode
Bryant Gibby
I think the "bounce rate" for phone calls is probably different at every store. I assume you are referring to the closing % on phone traffic when you say bounce rate??? We usually average 12% or so on our phone calls. I've never heard of the LACE approach but it sounds pretty similar to the phone script that we use. I agree with the fact you don't want to ask for an apt too early in the phone call, but I think the #1 most important part of the phone call is asking for the appointment. I had a lot of success on the phones when I was selling cars because I always adhered to a process and controlled the conversation by focusing on an appointment. That's all it takes!
Gary Sanders
I agree. The most important goal is to set an appointment. My reference to the bounce rate is when an appointment is not set. This is similar in the fact that some called in and did nothing more. When a page on a site has a high bounce rate, it is important to review the information on the page and make changes. This could be more call to actions or the page has bad info. Sale people can give bad info too and some never ask for the appointment. Not too early; sometimes not at all.
Eric Miltsch
I like this discussion... High bounce rates are often attributed to poor on-page usability - when users can't find what they're looking for, they bounce. Plenty of reasons for "callers bouncing." Maybe they got the wrong person, maybe the person on the phone wasn't listening and provided the wrong information, maybe the caller was simply looking for a direct answer to their question & didn't get it. (What's the price? Is it in stock? What store is it in?)
Gary May
Data is always a great point to ponder. Process as well. When process meets data, supported by goals and a clear understanding, bounce is mitigated. Gary is right that paying attention to stats, especially over time, can reveal a great deal to management (and your website company if they even pay attention themselves), sales, the factory, consultants and more. And each of them will have a specific agenda and opinion about certain pages having a higher bounce rate. For example, if you deploy a full configurator (versus inventory-based) on a dealership website, you will have a higher bounce rate. Customers do not want to configure a car on a dealer's site, they want to drive and buy a car. Showing incentives on a page in your website that doesn't link to inventory showing the car, incentive (for validation) and other pertinent data? Likely suspect for a high bounce rate again. Seeing bounce stats you don't like on inventory pages? Check your pricing, payments and any other data that reveals you're higher than the market will bear (as well as checking the competition). Higher-than-desired bounce rates on some pages come with the territory. Like home pages where a good volume of people are looking for a phone number, address or other information. With that being said, if there was a decent call-to-action on your home page you might get lower bounce and higher conversion. Callers bounce for more reasons than you'd ever fathom on a website to Eric's we;;-taken point. That is why there is call tracking to listen to (the majority of poorly handled) calls. As much as you should listen to a customer on a call, you should listen to what your customers are telling you (and your manager, and your vendors) about your website. Great post Gary!
Bart Wilson
I love this analogy! In my opinion customers "bounce" on the phone because of two reasons. 1: The salesperson fails to take control. If the customer takes the wheel on a phone you will be talking about things that won't lead to an appointment, which leads to the second reason. 2. The salesperson gives the wrong amount of information, either too little or too much. Answering questions that aren't asked and giving unnecessary details are surefire ways to get a "bounce". @Gary is absolutely correct. Call management will help to discover where the call goes south and the customer "bounces". Now what about the lot???

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