Technology

A high bounce rate is an indication that your site’s content does not match what is expected from the visitor.  Following are our recommendations from a strategic, design and backend/technical perspective for reducing your bounce rate.

Strategy

• Make data-informed decisions
• A/B test designs, CTAs, forms, headlines…everything
• Compare better performing pages to underperformer using heat maps CrazyEgg is an excellent tool.
• Profile and segment on geography, language, browser, operating system, traffic source
• Compare keyword bounce performance and maintain keyword focus on each page
• Ensure headlines accurately represent the actual content
• Consider points of entry and perspective of landing as first page
• Link to the most appropriate page rather than home page
• Provide internal links to related content
• Address the user’s REAL need
• Incorporate video of people within the organization to allow visitors the opportunity to “get to know” us

Design

• Make sure the message is immediately obvious
• Don’t overwhelm with content
• Communicate who we are and what we do in 3 to 5 seconds
• Ensure proper color contrast for readability
• Design clean, accessible, intuitive navigation
• Eliminate distractions such as animation, fly-outs, surveys,
• Do not use auto-play video with audio
• Incorporate a search function and analyze searches for insight
• Avoid Flash
• Do not use “welcome/splash screens”
• Don’t get TOO hung up about staying above the fold.

Backend

• Improve loading times
• Lazy-load (AJAX) third-party content
• Use responsive screen design for desktop, tablet, and mobile
• Open all external links in a new window
• Check various browser performance