While our website re-design and ongoing SEO efforts improved metrics across the board, the one metric that barely made a move was bounce rate.
If you aren’t familiar with the term bounce rate, this is the percentage of people that visit your website, view a single page and then leave without taking any further action.
You want this percentage to be as low as possible. Benchmark for organic traffic is around 40-45%.
Our website redesign (version 1) reduced bounce rate from about 74% to around 69%. Small improvement, but still too high.
So we watched the data, understood how users were interacting with the website, measured where we were losing them, and went back to the drawing board.
In version 2, we did the following:
- Added moving graphics. Instead of static images, video backgrounds and videos that required hitting a play button, we created impressive short, high-speed video clips highlighting each service. You can see an example of this here or another one here
- We moved value props such as customer logos higher on the page
- We saw people were not interacting with video case studies so replaced them with text-based testimonials
- We increased the calls-to-action to give users more opportunity and encourage them to take action
- We improve page load speeds so that things happened faster
And what happened?
A dramatic 66% improvement in bounce rate (down to an impressive 23.5%) and an increased time on site by 227% (up to 3 minutes, 44 seconds).