The Subtle Link Between Website UX and Bounce Rate

While the goldfish myth has been busted several times over, proving that these creatures can, in fact, retain memories for at least several weeks if not longer, the disappointing truth about the modern human is closer to the myth. Simply put, we, the tech generations, are the mythical goldfish of our time: our attention spans are practically nonexistent. This simple trait of ours shapes many an online behavior that affects brands and their choices when it comes to their digital presence. It makes perfect sense, then, that your website’s UX drastically affects your bounce rate as well.

But in what ways? And how can you, as a business, harness this knowledge to your advantage? Let’s dive in and take a closer look at this digital phenomenon so that you can find your answers and restructure your digital presence in a manner that will inspire your customers to spend more time on your website – and perhaps lead them to the services and products that they really need.Ditch the popups and ads

Let’s face it, you hate them too. Interruptions are rude both in conversations and in digital format, and auto-played videos on your landing page, music in the background and popups are all considered the worst enemies of your website. You’ve finally managed to get them to click on a link and visit a particular part of your website, only to ambush them with a request such as a newsletter sign-up box or a discount offer? Give people some space.

The same applies to all the ads and other surprise appearances that may immediately send your potential customers away, possibly to a competitor who didn’t greet them with a burst of loud music. Create some distance between you and your ads. It’s understandable that many online businesses exist thanks to those ads, but they don’t have to be so prominent, especially for a first encounter with a new visitor. Keep it subtle and let your customers get a feel of your brand first.

Keyword-based content

Brands are beginning to realize the importance of establishing a strong voice online through a continuous output of quality content. In fact, Google and other search engines appreciate specific efforts from companies that operate in certain regions. Take New Zealand as an example of a rapidly growing market that loves Google and up-to-date content on various topics – with locally-specific keywords and covering relevant topics for the audience of that region, a business has a chance to get more customers to stay on the site.

An increasing number of local companies as well as global businesses looking to enter this market compliment their brand strategy with SEO services to make sure that they not only meet Google’s requirements and show up on the first page, but that they also keep their readers interested. That includes ongoing keyword research, local and otherwise, building authority through original content that puts you on the map, and making your content interesting enough your visitors will stick around for it. Keywords ultimately help you not just to rank better but also to bring qualified leads to your site who will not leave immediately because they’ll know they’re in the right place.

Don’t keep them waiting

Even though it’s 2019, we still have to cover the relevance of loading speed. Unfortunately, some businesses take their web presence for granted, so they let all sorts of bugs and imperfections grind the UX to a halt. Few people will stick around for longer than two seconds (and for most, that’s often too much already), to wait for your web page to load. In this day and age, it’s downright impolite to keep your visitors waiting, so make sure that this segment of your UX is taken care of.

You need further incentive? Research shows that almost 80% of shoppers won’t come back to your store to purchase again if it loads slowly the first time around. Loading times need to be kept to a minimum for all devices, especially mobile since people who view your site on the go are most likely in an added hurry, to begin with.

Less truly is more

If your website is filled with fluff, your visitors won’t grant you the patience or the will to stick around to discover the point underneath all that language. While many brands still confuse quality content with lots and lots of content, quantity also doesn’t mean that you should waste your visitors’ time. If you can use fewer words to get to the point – your visitors will appreciate it. Being concise and concrete lets them understand who you are quickly and see if you make a good fit for their needs.

The same applies to the rest of your content on your website. It’s true that Google values long-form articles, but their purpose is to provide value and educate the reader. If you simply spew out hundreds of words to meet the metric needs, neither Google nor your customers will be happy. Use diverse formats of content, always make sure it delivers on its promise and offers value, and your UX will skyrocket.

The challenge of getting Google and your customers to like you will always be an evolving one. Certain essential strategies, however, have persevered precisely because they are shaped by human traits, not temporary trends. Use these UX essentials to keep those bounce rates under control and more of your visitors will be more likely to become customers.