Yorkshire-based digital marketing agency Xpand has found a simple hack which business owners can implement now to reduce bounce rate, page views and average session times.
After making one small change to their teams’ LinkedIn profiles six months ago, the firm saw astonishing repercussions to their website statistics and is now sharing this hack as firms look toward preparing their 2021 digital strategies.
By simply changing the website link on all team member’s LinkedIn profiles and replacing it with a link to a personalised profile page instead, Xpand’s bounce rate from LinkedIn decreased by 54%.
What’s more, the average number of pages viewed increased by 210% (from 1.44 to 4.47), whilst the average session time per user increased by 1,142% (from 26 seconds to 5 minutes 23 seconds).
Discussing why he wanted to reduce bounce rate and increase website exploration, Jag Panesar, director at Xpand said:
“For Xpand, as with most businesses with an online presence, driving traffic to your website isn’t the be all and end all. What’s more important, and often more difficult, is getting them to stay there, explore the site and get to know your team, your business and what you have to offer.
“We wanted to understand how we could make improvements to our website visitor stats through LinkedIn, one of our most significant referral sources as a B2B business, which is why we trialled the employee landing pages.
“We’re really happy with the impact this one small change has had on our website visitor’s behaviour and we wanted to share this tip in the hopes it will help other online businesses”.
It’s no surprise that during the pandemic, internet usage has skyrocketed with various lockdowns and restrictions affecting both businesses and consumers alike.
However, in a crowded market and with three quarters of B2B marketers having had their budgets cut as a result of the pandemic, it's marketing hacks like this that can make a real difference.
Speaking of why he believed the hack was effective, Jag added: “I believe it all comes down to understanding the user’s journey. If you can understand how and why potential visitors will find your website, then you can plan ahead and provide the most effective landing page.
“In this instance, whilst they may have chosen to visit our site to find out more about Xpand and what we do, they initially showed interest in one of our team members.
“As such, it’s likely they’ve shown some interest in what that particular team member has said on LinkedIn or about their particular role at Xpand.
“Therefore, this is now their first port of call on the website, driving them to not only find out more about a specific team member, but about the business as a whole as they further explore the website - which is of course the goal.”
To find out more about how to implement this simple but effective hack, please visit https://xpandmarketing.co.uk/blog/how-to-make-the-most-of-your-website-traffic-from-linkedin/.
