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solid business is built on numbers. A solid website is the same; it’s built for high click through rates, high SERPs, and low bounce rates. (Find out more about website metric terms in this recent blog post.)
A well-built website is designed to have a low bounce rate (when customers leave the site after viewing just one page) between 26%-70%. If that number is higher (or on the higher end of that range), there is a very high probability that the website is not generating leads, awareness, or profits for the business. Like an underperforming machine, it’s sacrificing productivity and efficiency. It’s time to ask, “why?” Here are four major reasons for a website’s high bounce rate---and the data behind them.
The average human attention span is just over 8 seconds. According to Akamai, just under half (47%) of online users expect a web page to load in 2 seconds or less. Unfortunately, the cause of the slow load is not always clear cut. There are many reasons why a website loads slowly (such as content with a large file size, multiple plugins, etc.). Fortunately, a good web developer can typically diagnose and resolve the loading issue.
According to Statista, there are more than 300 million smartphone users in the United States. According to Google, more than half of website traffic is from a mobile device. The takeaway from these statistics for businesses is that it’s not enough to have a website that displays on a mobile device; it needs to work on a mobile device. Basically, mobile users need to be able to be able to find the information they need, move from page to page, and take action (i.e. contact a business, subscribe to an email list) easily.
A top-notch user experience should be the goal of every business website. Put simply, visitors tend to browse through a website longer if their user experience is excellent. Website navigation---being able to find what the user is looking for---is a key part of the user experience. Research from Tank Design even showed that the labels on top of the home page matter; this just shows how imperative it is to build a website where users can find information easily---and act on what they find.
According to Taylor and Francis Online, visitors form an opinion about a website in 50 milliseconds. Virtual Window reported that almost half of users listed website design as the top way they judge the credibility of a business. These statistics show that the website design stakes are high. With plenty of other websites (many of them from the competition) to view, it’s more important than ever to have a well-designed website with updated design and high-quality photos and video.
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