27th January, 2010 (19:00 – 22:00) New way to look at “Bounce Rate” - Kenneth Kwok

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Agenda

19:00 – 19:30 Reception Open19:30 – 20:00 Introduction of HK Web Analytics Wednesday20:00 – 21:00 New way to look at Bounce Rate21:00 – 21:30 Question & Answer21:30 – 22:00 Networking

Introduction

About MeOver 10 years of industrial experiences, spend 7 years with IBM in web production and outsourcing

I am……..Graphic Designer, Web Developer, Technical Lead, Project Manager, Operation Manager, Solution Manager, Consultant, Product Development Manager

Passion in Visual Design, Usability, Web, Gadget, Photography

Web Analytics WednesdayFounded in 2005 by Web Analytics Demystified Senior Partner Eric T. Peterson, Web Analytics Wednesday has become the single most popular social network and networking event in the digital measurement sector. Organized by local hosts, paid for by generous sponsors, and enjoyed by over 10,000 people worldwide, Web Analytics Wednesday is the event for web analysts.

Web Analytics Wednesday events happen all over the world, on all five major continents, in hundreds of cities each year. No matter your position, experience, or location if you do digital measurement you are welcome at Web Analytics Wednesday.

Hong Kong Wed Analytics WednesdayOur MissionProviding a platform to share and discuss the new digital era. No matter who you are or how you relate to the web. By applying web or data driven analysis will open up a new dimension and approach compare to the traditional methodologies.

Our GoalShare Web Analytic KnowledgeDevelop local talentNetworking

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New way to look at Bounce Rate

What is Bounce Rate?Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that site entrance (landing) pages aren't relevant to your visitors. You can minimize Bounce Rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.Basically Bounce Rate is Calculated Metric

Single Access/Entries (Omniture)Single Page Visits / Entry Pages (WAA)

What is Bounce Rate?So does that mean this can apply to any web site and answer all the questions?

Well not really and again it depends what you want to achieve. By just using the above certainly can solve most questions but not all.

The SIX Dimensions?

Media

Blogging

Product

Design

Develop

Deploy

Bounce Rate - Design

1. Visual AppealSince design is a very subjective matter, the first impression is very important. Therefore, this directly contributes to the Bounce Rate. Normally the Bounce Rate will directly show this and you need to drill down into more details.

Bounce Rate - Design

2. LayoutSometimes just moving little part of your content already can change the Bounce Rate. Therefore, Multivariate Testing (MVT) is what you need.

MVT MVT Bounce Rate

Bounce Rate - Design

3. ContentApart from the visual appeal, content is also one of the subjective factors that contribute to the Bounce Rate. This relate to writing style, depth of context, ease to read and many more.

RegionVisitor Content Bounce

Rate

Bounce Rate - Design

4. Navigation Without a good navigation you will be 100% sure your visitor will leave the site after reading the landing page. You will expect this will reflect by your Bounce Rate unless your site is a blog

Bounce Rate

Exit Link

Pathing Report

Bounce Rate - Design

5. CompatibilityBasically if you can break down your Bounce Rate by Browser Type &Version, Operation System and Screen Size. If your site are depends on Flash or heavy images site then you need to look at Flash versions and colour depth. Don’t forget most site are now want to support mobile/iPhone, so make sure this is on your list as well

Bounce Rate - Design

6. ColourAs a designer this is always a very sensitive topic. Bounce Rate also tie to the use of colours. In many case this wasn’t even a consideration of a site design and taken as less serious. If you see a certain region or country have a higher Bounce Rate, try to refer to Colour Symbolism.

Bounce Rate - Design

7. Image vs Text vs AnimationDue to the change of technologies, web sites are getting fancier than ever. Designers always want to attract user to their site by having more graphics or animations. Just to be aware that you are not over with everything. There always a balance of the 3 elements.

Image Text Animation

Bounce Rate - Design

8. PersonalisationThe higher relevancy of your content to the user the lower bounce rate you will be expected. The more information you have about your users, the better chance you will be able to capture them.

Personal

Content

User

Bounce Rate - Design

9. Page Load TimeOn average if the site is not fully loaded within 5-10 seconds, it already consider bad experience to the users especially when some countries still having low connection speed. It is quite important to optimise the site to reduce bounce rate by remove redundant code, improve caching, reduces image sizes, avoid large Flash files and etc.

Bounce Rate - Design

10. Code errorRemember any error messages will strict the users. This will also have an effect on your site Bounce Rate. In addition, make sure you do broken links check time to time to ensure there is no broken links. By doing good quality assurance will reduce your Bounce Rate as well.

Questions & Answers