Dmitriy N. Full-Stack Developer

Top 4 reasons for a website high bounce rate

Almost every business has a website, whether it is a small chain of coffee houses or a large international holding. And regardless of the scale of the business, the basic problems with the site are about the same for everyone. In this article, we will discuss the bounce rate, which determines the key reasons for users to leave the page and tell you what can affect this.

Bad optimization

Often in such articles they talk exclusively about optimization specifically for mobile conditions, referring to the fact that mobile Internet traffic is actively growing. This is so and this is the basis that an entrepreneur must understand from the very beginning. The site should stretch to fit any screen, these are the current site building standards. But it is important to adapt the site not only for smartphones and tablets, but also for stable operation in general.

You have to make sure that the site is constantly in working order: all buttons work, images load, and pages do not freeze. If you don’t watch something in this regard, then it will no longer matter how well the page fits into the screen of a particular smartphone. Such an oversight of the functionality of all the details is found on websites of brands of any scale. Therefore, in the pursuit of visual beauty, do not forget that everything should work well. Otherwise, people will continue to leave the site because they don’t want to waste time on something broken.

Problems in navigation

There are two extremes. In one, the site creators are trying to make it so convenient for the user that they display all sections in the most prominent place. The result is an overloaded menu or the main page of the site with a bunch of buttons and sections. A person is faced with this and does not understand exactly where he needs to click in order to achieve what he wants.

The second extreme is original design solutions. Trying to keep up with the trend, designers do not always have time to think about how a particular design solution will simplify the life of the user. As a result, we are faced with pages with a shifted layout, without clear section separators, dynamic menus, distracting effects, and more.

The fact is that not every beautiful website layout will perform well in user interaction. And it is primarily created specifically for working with people, and not for visual enjoyment. This is partly why you can find many sites similar to each other on the Internet. Despite the similarity of the design and even the layout of the sections, this structure works and is understandable to the end user.

Trade offer missing

Not every site clearly reflects the activities of their company. Moreover, not everyone understands exactly what services can be purchased, even if the field of activity is guessed. The pages of a beauty salon, cosmetology and women's fitness can basically look the same: pastel colors, happy faces of girls in photographs, vague wording in texts, and so on.

This is a problem as the brand only has a few seconds to get the user interested in their site. If he does not understand what is offered to him on it, then the person simply leaves the page. To avoid this, formulate your selling proposition more clearly. Refuse a beautiful slogan on the first screen of the site, but simply write what exactly you offer to the audience. Do not use standard photos of satisfied people, it is better to show the result of your work, even if the client's face is not visible. The consumer wants to determine as quickly as possible if you can fill their need, so don't force them to tear through stock photos of happy international people.

Too busy site

Most often, good performance is given by the site that has a minimum of distracting details. It looks quite simple and minimalistic, and in an attempt to make it less boring, we load it with a bunch of extra stuff. These can be effects to make the buttons shine and shimmer, a changing background when scrolling, floating icons, a ticker, pop-up windows and chats. All this terribly aggravates the loading of the site, and in case of bad Internet, it makes it almost eternal.

Now imagine how a person tries to use such a site with a slow mobile Internet. Yes, even if such a site loads quickly, it has a lot of distracting elements. It will be difficult for a person to concentrate on key information, since everything around will pop up, shine and shimmer. The user will get annoyed and just leave the page.

Approach each innovation on the site with caution and test it for a while. This will help you determine which update improves performance and which affects them negatively. Do not forget that the site should first of all be understandable and convenient, and only then beautiful.

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