Determining which pages to improve to ensure a good website first impression or bounce rate.

Jacquelyn Tandang
Jacquelyn Tandang
Mar 08, 2023

After years of regularly publishing original content, our humble travel blog, Travel Cheap Asia has gained stable organic traffic. As of this writing, we are now getting 4,000 monthly views. 40% coming from organic search, 24% organic social and 31% direct traffic based from Google Search Console Insights.

current travel cheap asia's page view stats current travel cheap asia's traffic source

Now that we are getting stable organic traffic, we can now further improve our website so that visitors don't come, puke, then leave.

Checking our website, the home page and posts listing page design doesn't look at par with today's website design trends. Do these pages make visitors puke, then leave and try to never return to our site again?

current travel cheap asia's homepage design current travel cheap asia's posts listing design

Front-end development could be very subjective. How do we quantitatively measure a website's first impression to visitors?

Measure user first impression by checking bounce rate

A website's first impression to visitors can be measured by bounce rate. Bounce Rate is the percentage of people that land on a page and leave. It is computed as the percentage of visitors that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase[1].

“I came, I puked, I left” is a very famous definition of the bounce rate by Avinash Kaushik[4].

Installing Google Analytics in your website will help you determine your current bounce rate.As of February 24, 2023, Travel Cheap Asia's bounce rate is 81.17%

This means that out of 10 visitors that came to our site, only 2 of them made interactions with the website. 8 of them left right away.

current travel cheap asia's current bounce rate

Compare your bounce rate to the average bounce rate of websites in the same industry

If your bounce rate is lower than the average bounce rate of websites on the same industry, then your website is likely doing good.

According to SiegeMedia[2], the average bounce rate for the travel industry is at 82.58%. Though we are performing a little bit above the average, we would still want to further improve this number. Bounce rate may may affect search result ranking[3]. Also, a better bounce rate could result in better conversion rates.

current average bounce rate per industry

Determine which pages are contributing to high bounce rate

In your Google Analytics Dashboard, go to ‘Pages report' for Universal Analytics then sort the bounce rate in increasing order. (How to do this in GA4 to follow)

table of bounce rate per page

Based on above data on February 23, it turns out that the content pages are contributing to high bounce rate and not the home page and post listing pages.

This would mean that working on our content pages is of greater priority than redesigning our homepage. On February 23, 2023, only around 15 out of 109 page views came from the homepage and post listing pages.

Watch out for our next blog post on how we can improve the bounce rate of our content pages.Follow me on LinkedIn and see you on our next adventure! :)