How important is bounce rate and website speed?

Bounce rate and website speed are very important for the user experience on a website and also for search engine optimisation. Amazon has estimated that a 1-second delay in a website’s page loading time costs the company $1 billion in sales revenue each year. It costs even more if you account for any increases in bounce rate as well.

Car Rental Buddy Case StudyI’ve been working with the car hire comparison website Car Rental Buddy for about a year and one of the things that has been crucial to our success is limiting the bounce rate of people coming to the site. High bounce rates are frustrating because people visit your website and then leave immediately. If you are running a paid advertising campaign such as Google Ads, the cost for that one visitor could have cost you $1-20, depending on the industry that you are advertising in.

Imagine your website receives 100 visitors a day. If your bounce rate is 50%, then 50% of your advertising dollars is going to waste. If the average cost per click is $1, then you are wasting $50 a day, which equates to $1500 a month.

So what we decided to do was minimise the bounce rate by implementing the following web design configurations. Depending on what you need with your website and your overall budget, you should keep the following things in mind.

The site was redeveloped so that it is a custom build in HTML.

The website was originally built in WordPress, but it was upgraded to a custom HTML build that would eliminate the site using unnecessary Scripts and plugins that would slow down the loading time of the site and also expose the site to security risks. Since this has been implemented, the website loads much quicker.

Give people exactly what they want.

We want people to take one specific action when they visit the site. That is conducting a car hire comparison and proceeding through to the booking form. As soon as the web page loads, people are immediately presented with the option to conduct the search. This means that they don’t waste time trying to navigate to find things on the website since what they are looking for is exactly in front of them.

How has this impacted the site?

The website’s average bounce rate is less than 10%.

In the screenshot below, you will see what the average bounce rate is across the site and from other web marketing channels.

Car Rental Buddy Analytics
Car Rental Buddy Analytics

Because the bounce rate is so low, we are confident that we are driving the right type of people to the website and that they are enjoying the website experience.

The web page’s loading time across the website is less than 3 seconds.

You can uses GT Metrix and Pingdom Tools to improve your web page’s loading time. 

Increase in the amount of pages a visitor browses through on the website.

We want people to click through to the booking form and proceed with a quote. Increasing the loading time and the layout of the landing page means people are quicker to navigate through the sequence of pages on the site to complete car hire bookings. The more car hire bookings that are processed, the more revenue the client makes.

What should you do next?

Conduct an audit on your website to see what the average loading time is and also check your Google Analytics to see what the average bounce rate is. Then assess where you can make the improvements and forecast how that will impact your business’s conversions, leads and sales.

Alternatively, get in touch with one of the consultants at Flourish Web Design to see how they can help you improve your site’s performance.

David

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David James is the founder of the online marketing agency ‘Business Growth Digital Marketing’. He and his team specialise in performance marketing and conversion rate optimisation. When he isn’t busy doing marketing, you can find him enjoying a scenic run.
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