Here are some ways to reduce website bounce rates with a well-designed website
There are many technicalities to consider when you analyze your website’s performance, and one of these is the bounce rate. A bounce rate is the percentage of visitors who come to your website and leave without continuing to other pages within your site. Basically speaking, these visitors “bounce” away from your website to another website.
Typically, the lower the bounce rate, the better your website’s performance is. A low bounce rate is a good indicator that your visitors are taking their time to explore your content. A bounce rate of 26% to 40% is considered excellent; however, the baseline for a good bounce rate depends on what type of industry your website belongs to and what your website goals are. For example, a bounce rate of 70% to 90% for simple landing pages with one call-to-action button is considered highly acceptable.
While there are many other factors that could affect the bounce rate of your website, web design is seen to have a significantly huge impact. In fact, 94% of visitors leave a website, or mistrust a company, based solely on after seeing a badly designed website. Here are five web design tips to help you improve your website’s bounce rate.
Here, first impressions matter. You only have a few seconds to make a good lasting impression on your visitors, and it all starts with an attractive and engaging homepage. Your homepage gets the most traffic from SERPs, so this is where you have the best chance of catching your visitor’s attention and encouraging them to explore other pages on your site.
A good rule of thumb is to keep your homepage’s layout clean, attractive, and simple. A simple homepage helps visitors find what they need fast; clutter them with too many design elements and they will find it difficult to navigate your site. Make sure that the most important content is kept above the fold where your visitors are most likely to see it.
From the moment your visitors land on your site, they should know how the navigation works. User experience and bounce rates correlate with each other, so aim for a website that’s easy to use.
While hamburger menus are gaining popularity nowadays, it’s best practice not to hide your navigation menu. Make the menu visible and noticeable; this way, you prompt your viewers to go from one page to the next while staying within your site. Positioning your menu horizontally across the top of the page or vertically along the left side of the page are ideal spots for convenient navigation.
Nowadays, the majority of web traffic comes from mobile devices, which is why having a web design that’s responsive across all types of screen sizes is imperative. To check if your website is responsive, you can use Google’s free mobile-friendliness test.
When designing a responsive site, it’s important to remember not to design your website for a specific screen dimension; instead, design your site around your content and use media queries. Consider how the layout and its elements work on desktop, and how these elements adapt to each other on mobile.
It’s not a good idea to overload your visitors with too much visual information. Images are great elements to include in your website, but too many will distract the user. Make use of lots of whitespace to help your visitors have a clearer view of your content.
Ad placement is also an important consideration. Pop-up ads are some of the main culprits of driving visitors away from your website, so it’s best practice to steer away from those. While it’s important to include ads for monetization, it’s also crucial to not overdo it; a maximum of 2 to 3 ads that are well-spaced from each other is recommended.
A simple design not only improves a user’s ease in navigating a website; it also helps in speeding up page load times. Page load speed is also one of the factors that affect bounce rates. If your website loads too slowly, visitors are more likely to abandon your site and look for other options.
Keep your design elements to a minimum. Avoid auto-playing videos, Flash elements, and images that are too large in file size. Optimize your images for the web using free tools like TinyPNG and Compressor.io. It’s also important to remove any unnecessary plugins, heavy scripts, and widgets.
The design choices you make for your website can have a significant effect on your bounce rate, among many other things. Still, a lot of other factors come into play when it comes to figuring out high bounce rates, so it’s also important to look into the relevancy of your content and other technical factors, such as broken links and misleading redirect pages.