What is bounce rate and how to reduce it?

I’ve heard the click rate a hundred times, but last Friday lecture was the first time that I’ve learned the bounce rate.The bounce rate can be regarded as a sign which shows how people dislike those websites. It is’ the percentage of single visits that leave your website from the landing page without going any further’ (The Gympie Times, para. 4). Obviously, for the owners of the website, the lower bounce rate they get, the higher popularity they have. The bounce rate can help people to measure the quality of the content on the website, and it also can imply how visitors were feeling when they are watching that website.

I’m neither a professional website designer nor computer expert, but I’ve been spending a lot of time on the Internet. From my experiences, except the content, those successful websites have similar features such as simple, clear, low-key, and mobile friendly. I think that the page design is the first thing which is related to bounce rate because it affects the first impression of people. I prefer to show some examples to develop this discussion.

Here are some positive examples.

 1. WIX.com

Screen Shot 2017-03-24 at 16.15.54

 2.Higher Ground

Screen Shot 2017-03-24 at 16.18.08    3. APPLE    

Screen Shot 2017-03-24 at 16.17.27

I used Mobile-Friendly Test to test whether these websites are easy to read on a smartphone, and here are the results.

They are all good.

Let’s look at some negative examples.

1.CityWestWater

Screen Shot 2017-03-24 at 16.26.58

2.MUJI

Screen Shot 2017-03-24 at 16.31.57

3.Fitzroy High School

Screen Shot 2017-03-25 at 16.25.25

And here are the Mobile-Friendly Test results of them.

They are all not good.

According to these examples above, it is possible to discuss how to reduce the bounce rate.

First, the website owner should provide specific contents which can be found in very short time. Every single visitor who comes to the website has a purpose. For example, I want to create my own website, when I open the home page of WIX.COM, I just expect to start it immediately. Therefore, I’m so happy to see there is a conspicuous “Start Now” option on the top of the page. However, if I want to learn some information about managing my house water, I need to spend 5 or 10 minutes to read those small words on the home page of CityWeatWater. The whole process of that makes me feel so time-wasting. In conclusion, for the majority of the visitor, they feel comfortable to see what they want to see on the website. There is no need to put everything on the page.

Second, trying to create an attractive page with good design is necessary for the website owner. In a post about what the element and principle of good design, Mydee Lasquite(2015, para.4) notes that’ Design is not about pictures placed together and arranged in a way that creates a story. Design is about creating harmony among the elements and having them come together in a final product that is unequivocally outstanding’. Therefore, a good design is about color, image, line, shape, balance, and harmony. A successful visual design should make people feel comfortable. Take the website of MUJI and APPLE as the example. APPLE only puts a few words on the top of the page to illustrate the products, 90% of the page is occupied by one picture. Oppositely, MUJI puts a lot of different images and complex products category on the home page, which is a mess and makes people feel confused to find what they want.

Finally, providing contents with high quality is the basic thing for the website owner who wants low bounce rate.

 

References list

‘What you measure matters’ 2016, The Gympie Times, pp.4, Australia, viewed 25 March 2017, ProQuest database,<http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/1774516419/9A85DE09F45841ABPQ/22?accountid=13552>.

Mydee, L 2015, ‘What Makes Good Design? Basic Elements and Principles’, visme, blog post, 28 September, viewed 25 March 2017, <http://blog.visme.co/elements-principles-good-design/>.

Eric, R 2015, ‘ This Graphic Teaches You the Basic Elements of Good Design’, lifehacker, blog post, 19 June, viewed 25 March 2017, <http://lifehacker.com/this-graphic-teaches-you-the-basic-elements-of-good-des-1712495703>.

Dmitry, D 2016, ‘SEO Doesn’t Have To Be A Shot In The Dark’, TechCrunch, blog post, 12 February, viewed 25 March 2017, <https://techcrunch.com/2016/02/12/study-says-data-driven-seo-might-be-possible/>.

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