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I recently had my site redesigned and it was launched a few months ago. The bounce rate has increase by 16% on average. Now it's not just high, it's very high.
Should I be concerned?
The site back end stuff, layout and colors were completely changed. Google reps offered some feedback and liked the ad placement, though one of their suggestions wasn't implemented because I didn't care for the in-your-face, MFA look.
My traffic just about back to what it was before the launch. However clicks on Google ads are down quite a bit since the launch so I can't say that has contributed to bounce rate.
Any insights would be much appreciated. Thank you.
To the extent possible, the old URLs we kept and the developer implemented hundreds of redirects.
As to any particular pages where the bounce rate has dramatically increased or fallen, I haven't examined the stats. I really don't look at analytics a lot but I'll take a look at the page stats.
If the new layout doesn't take these things into consideration, new visitors who don't have elements such as CSS stylesheets or JS cached may be experiencing enough of a load delay to drive them away before the page becomes usable for them.
I made a change last fall that cost me 25% of my page views literally over night. I thought folks might get accustomed to the change after a wwhile and my pageviews would gradually increase again.
After about 4 - 5 months I retreated to the old design. Page views went back up to the previous level over night.
Some changes just don't work.
Have you gotten any feedback from your visitors, emai, etc, about the change?
Just a theory. If this is indeed the problem then you may want to preview it in those browsers to see if that's the problem. If it is, then you can either tweak the doctype to HTML 4.01 loose or else tweak the code.
I have seen websites that look like a 4 year old built it have conversions 80% higher than the professional built sites which replaced it. I have seen changing the colour of a advert in the content area from red to green radically altered the way the visitor used the top navigation. The correlation between the two should have made no difference but it radically altered it.
Anything and everything is possible and unless you've spent years researching usability then you should be A/B testing even the smallest change because even the smallest little change can and often does have a huge impact on the site.
Google's Website Optimizer is a good place to start.