Visitors to the homepage are currently bouncing at a 31% overall rate and paid search vistors with 63%. This implies that a significant minority of users are not finding the content or seeing the experience that they are looking for/expecting when they arrive to the website.
To reduce bounce rates we aim to give users a better position and direct experience on the first step of the user journey, and in the first screen shown upon landing on the page (as high up on the page design as possible). We will use a mechanism for position and direct which surfaces different combinations of the product categories on the website, in a new and user-friendly design.
This will enable users to instantly understand the key brand and product information about Body and Fit.
As a result of our changes, we expect to see reduced bounce rates from the homepage. This should in turn leas to a greater click through rates to our category pages and provide a better guided experience for users on the first user journey stage.