What’s your Safety Bounce Rate?

What’s a bounce rate?

According to Google, “The percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page)”.

Someone clicked on a link, scanned the webpage, and left without looking/clicking on anything else. High bounce rates (over 55%) are generally bad and low bounce rates (less than 40%) are preferred.

High bounce rates are often a function of unclear navigation, dissimilar content (e.g. they came looking for kangaroos and saw monkeys), nothing to do/buy (referred to as a call-to-action), pop-ups, and a slow connection/page load time.

How’s your safety bounce rate?

  • When people call you, are you easy to reach? When you’re away, is there a reliable way to leave a message?
  • When workers interact with you and your team, are they getting what they came for? Are you providing solutions or additional barriers?
  • Do you have a call-to-action? Can people easily sign-up for and attend training? Report incidents quickly?
  • Are people seeing safety pop-ups? These frustrating time-wasters include annual training with an unclear “why”, safety emails and posters that emphasize the same old things the same old way (yes, barbeque safety is important, but is it materially driving your EMR?)
  • How is your page load time? When people ask a question, do they wait weeks for an answer or appointment? Do your office hours or customer service attitude inhibit interaction?

There is no Google Analytics page for Safety. One quick test for EHS? If your phone doesn’t ring and no one comes to your office, it’s not because there are no problems. It’s time to check your bounce rate.

“The day the soldiers stop bringing you their problems is the day you stopped leading them. They have either lost confidence that you can help them or concluded that you do not care. Either case is a failure of leadership.” – Colin Powell

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