Why the site has a lot of failures and how to reduce this indicator
"I came, saw, was not impressed and left."
That would be said by all visitors who visited the landing page on the site, but immediately left. This is called a “bounce rate” and refers to the percentage of site visitors who close it within the first 15 seconds, leaving the site and not committing any targeted actions. It's important to establish the right principles when turnkey website development .
A “failure” occurs when a website or web page does not meet expectations the visitor, prompting him:
- Press the back button in the browser < li> Close the tab or window
- Enter a new URL
- Click on the external link
- Ignore the call to action
In short, if the page is not interesting and convenient, then there is a high probability of increasing the number of users who leave the site almost instantly ie display Atelier of failures. Therefore, to reduce the percentage of bounce rate on the site, you need to impress visitors and reduce the likelihood that they will leave. And for this you need to make sure that your site has good design and usability.
Here are some tips to help you improve the overall experience of your site, impress your visitors, and lower your bounce rate.
1. Do not make it wait
In the era of the fast Internet, waiting for the site to load is one of the most unpleasant processes. This is demonstrated by the Kissmetrics infographic, which shows that load time is a major factor in increasing failures. Even a two-second delay can lead to a failure rate of 87%!
Life example: someone is waiting in line at a cafe and wants to find something during this time through a search on his mobile phone. Naturally, a person will hope for a page loading as quickly as possible to access the content that he is looking forward to. The slow loading time of the site prevents further viewing, thereby increasing the bounce rate.
The solution is to speed up the loading of the site, for example:
- Reduce clutter and strive for minimalism
- Monitor page load speed through the Google Speed __Test to identify problem areas that slow down loading.
2. Involving visitors
The interactive participation of users on the site is of great importance. Using interactive content, images, and videos are several ways to increase engagement. Currently, many ITs use full-screen videos and background images to create a “wow effect". Similarly, high-quality visuals and the ability to “play” with some elements on the site also make a lasting impression on visitors.
3. Pay attention to the design
According to usability.gov, “design determines the aesthetics of the site and related materials by strategically choosing images, colors, fonts and other elements. ” Most often, designers in the West focus on the usability of the website, and neglect the visuals. In Russia, the opposite is true.
Work on improving visual design while maintaining consistency in semantic blocks. Use the Gestalt proximity principle to combine similar objects into a single whole. Use a neat vertical grid to group similar elements on the site that will be useful to attract the attention of visitors.
Another important tip to keep in mind when designing a design Site , is to use flower psychology to your advantage. Know the effect that certain colors have in order to understand their effect on your target audience. Find out what are the cultural textacteristics of Central Asia, learn about the use of colors by the leading brands in the market, and you will understand what colors to choose for your site.
4. Forget about the “first screen”
Those days have passed when site visitors did not use the scroll, when the information they needed did not fit on the first screen. Thanks to mobile design and “enticing” scrolling methods such as Parallax Scrolling, people are really willing to scroll according to a number of interesting studies mentioned in UXMyths. In some cases, scrolling is a better option than switching from one screen to another, and increases usability. Perhaps that's how the idea of __infinite scrolling came about. Thus, you do not need to keep everything on the first screen of the site, including the CTA (Call To Action) buttons. Keep your site visitors interested with intuitive web design and eye-catching content. This brings us to the next point.
5. Choose an F-shaped template for content
Site visitors often glance over the text rather than reading it. This is confirmed by the study, which says that people read text content in the form of the letter F.
Starting with the headings, subheadings, they simply look at the main text on the site. Therefore, you should be very choosy when choosing the text that you post on your site, and especially when choosing how to present it.
Be sure to include the most important information in the first few paragraphs, as this is the content that your visitors have more likely to read. Use headings and subheadings that attract their attention, setting out the subject in an interesting way. Also, use spaces, images, bullets, short paragraphs, highlight links and take similar steps to improve the readability of content.
These are just some of the tried and tested methods that will help you reduce the percentage of bounce on the site, as well as make a better impression on visitors. Well, after the basic errors have been fixed, there will be painstaking work with Yandex.Metrica and analysis of user behavior on the site.