I’ve seen it done many times.
Someone comes up with a good idea for a site, they investigate how they can make it flash and fancy, they spend quite a bit getting it developed, get the seo perfected and build a decent marketing campaign and then wait for the traffic to pour on in.
It’s exciting to see the initial traffic start arriving on the new site but then although the traffic to the site remains good, showing that the marketing and SEO are working, the bounce rate starts to rise.
It’s a worrying statistic when that bounce rate goes over 35 – 40% but what can be done to get it down?
1) Clean up your pages especially the home page – If the user has come to you from a search engine they will have clicked on the link expecting to see that particular content clearly displayed to them. If they arrive at your home page and there are lots of other stories on there they will not bother staying and searching again. They’ll hit the back button return to the search results and click on the next item in the list.
If you must have multiple stories / articles etc on the page then seperate them and title them clearly.
2) Show related articles – The fact they have clicked through to you indicates that there was something about your page they were interested in. It might not be quite the article they were expecting once they arrive at your page but if there are a list of related stories shown clearly they may still find something of interest.
3) Clearly display your category list – they may arrive at a page that sits in a category that would not usually interest them. If this is the case show them that your site carries other content too.
4) Show most commented only if people are actually commenting – I’ve seen this so many times. Pages carrying a list of the most commented stories, I think this is great, but only if the stories are actually being commented on. If your most commented story has 3 comments then the user is going to take a look and think your site doesn’t have many users.
5) Link to other articles from within an article – If the user starts reading an article obviously it is something that has grabbed their attention and interests them. Therefore take this chance to take them to other articles of interest within your site. If your article mentions tableless CSS and you have previously written an article regarding tableless css link directly to it.
6) Remember web reading is different to print reading – Web users scan pages, it’s a well known fact that people read the web in an F pattern – the F pattern means the user will read the full width of the paragraph at the top of the page, scan down the left hand side for relevant keywords, then browse further along the paragraph before scanning down the left hand side again. Make sure your most relevant keywords therefore are within the ‘F’ of your article.
Users also like short paragraphs. They don’t come online to read War and Peace!
7) User don’t care about scrolling down – It’s a common misconception that you should get everything in above the fold. This is ludicrous, there is no way you can cram everything in above the fold and if you do then the user will not scroll to find anything else that sits below it. The best way to get people to scroll down your page is to carry content “Through” the fold.
8 ) Stats are vital – Most people use stats to track how much traffic they are getting. Unfortunately that’s all most people use them for. It does not matter if you are using the excellent google analytics or another off the shelf stats package, harvest the information, interrogate and you will improve your sites overall effectiveness.
You can see which pages people are leaving on, you can see where they are coming to you from, you can see how long people are spending on particular pages. If people seem to spend a lot of time on a particular page look at it find out what it is that makes it sticky and write related articles for it.
The above really is just the tip of the iceberg on things to consider when building a site, but if you start off on the right foot then the rest will come together.