You’ve seen a steady increase in unique visits over time, but your bounce rates have remained the same, regardless of device. Or you just checked your analytics after a long while and don’t like what you see. Gah!
First, stop beating yourself up. We’ve all been there. And hey, stuff happens.
Next, ask yourself: do bounce rates matter? Do you really need people to drill down your site and hang out for a while? Or do you just want them to sign up for a freebie once they see your landing page?
If bounce rates matter, then one of two things is happening:
- Your users quickly found what they were looking for… and left.
- Your users couldn’t find what they wanted, didn’t know what they needed, or didn’t know what to do next… and left.
Either way, here’s how I would sleuth through it:
- Refresh my memory around my online goals. How close am I to reaching them? And will decreasing my bounce rates make a difference?
- Revisit and revise my work around user profiles, stories, and flows. I might have missed something, made a wrong assumption, or failed to fulfill my users’ needs with the experience I delivered.
- Re-examine the visual and contextual cues on my landing page and subsequent views. Have I given my users a good sense of where they are and what to do? Do I need to iron out any friction points?
- Look closely at my analytics, particularly for those who moved past the landing. What were their organic searches? What did they read? What was their actual path through the experience? And can I offer more of the same? (Some would argue that this should be step 2, but I’m a UX-er, and this is a UX post, gosh darn it ;)
Patterns should begin to emerge at this point, along with insights on how to resolve your dilemma. Don’t be surprised if you find yourself tackling all of the steps at once, or looping through steps 2 – 4 several times. UX work can be quirky that way.
Until next time,