Website Performance

#SpeedMatters : How to Lower Your Bounce Rate

#SpeedMatters : Bounce Rate Reduction
Lower bounce rate with faster page loads

Google Analytics defines bounce rate as the percentage of single page visits, where a person only views your website’s entrance page before exiting. Aside from closing the page window, visitors can also bounce from your site by clicking the “Back” button, typing a new URL, or having their session time out. Google also takes your website’s bounce rate into account when determining how to rank your site. 

Because bounce rates reflect visit quality, high bounce rates can suggest:

  • Your visitor did not find what they were looking for
  • Your landing page was too difficult to navigate
  • Your web design or content did not draw the visitor in

But there is an often overlooked potential cause: Site Speed.

At Edgemesh, we gather real user metrics that record every user experience for every visitor to your site. We tyically guide customers to 3 main "User Centric Performance" metrics, namely:

QuestionUser ExperiencePerformance Metric
Is it happening?Did the navigation start successfully? Has the server responded?Time to First Paint (FP)
Is it useful?Has enough content rendered that users can engage with it?Time to First Contentful Paint (FCP)
Is it usable?Can users interact with the page, or is it still busy loading?Time to Interactive (TTI)

For Bounce Rate, we find all 3 metrics are insightful - but Time to Interactive historically predicts bounce rate across our customer's the best. 

A Quick Study: Time to Interactive and Bounce Rate

To begin , we calculated the bounce rate for our customers as a function of the Time to Interactive (in 100 milisecond buckets). Our expectation was that as Time to Interactive increased, user frustration would increase and they would click back and/or abandon the experience (a bounce or single page view).

A quick query across the Edgemesh dataset for June and July shows a clear trend, as Time to Interactive increases the bounce rate increases dramatically.

Let's zoom in even more to a single customer example (taken from an Edgemesh end of month report):

 

For this customer, adding Edgemesh to the lowered the bounce rate from ~79% :

Bounce Rate Just Before Edgemesh go live

To ~52% after Edgemesh was enabled. There were no other changes to the site content - just a faster overall Time to Interactive. #SpeedMatters

Bounce Rate After Edgemesh