Question

Bounce Rate essentially represents a measure of website attractiveness. It measures the percentage of initial visitors to a website who 'bounce' away to a different site, rather than continue on to other pages within the same site. Exercise 1: According to a Google Analytics expert Avinash Kaushik, “It is really hard to get a bounce rate under 20%, anything over 35% is a cause for concern, 50% and above is worrying.” Describe the concept of Page Bounce Rates and analyze this statement in the light of the underlying concept. Please type your answer below. Exercise 2: List down some stra

tegies to reduce page bounce rates for a furniture store website.

Answer 1

The bounce rate is representative of individuals that click on the link or an ad and get to our website but they do not continue and essentially, bounce away. This can be a crucial indicator of engagement, especially if we are currently running a campaign. The consideration for decreasing the bounce rate could involve many different strategies, from increasing the attractiveness or simplicity of the page to improving the readability and even avoiding any pop-ups for the majority of the individual’s time on the page, to ensure that nothing would feel like a distraction to them, that would cause them to turn away from the content we are trying to present to them.

It has a lot more to do with user experience than the user interface, however, creating a compelling call-to-action would elicit the necessary stimuli from them, creating urgency towards the action we need them to perform. How this is achieved is a trial and error concept and is based on how the brand wants to operate. For a furniture store website, this could be as easy as signing up for a weekly newsletter and receiving a 35% off coupon in the individual’s mail, or even getting them involved with the brand with a free offering, like free shipping, etc.

Next, since we have established why user experience is paramount, we need to create a compelling brand story and be able to tell it on our website as the necessary medium. For the furniture store, they can try and use different words, to see which one clicks more with their audience and check the engagement, in order to understand which keywords bring in the highest target, allowing for the designing the website in a way that brings the most people, keeps them engaged and even create a sale from it.

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