Reduce Bounce Rate by Making Content Readable

19 Nov 2013

We create websites that present our company/product/service to other people like ourselves, yet we ignore the fact that they behave just like us when visiting other websites. They don’t need to stay on the page, they don’t need to see what is offered. They are just clicking around looking for information and if they can’t find it, they will surely leave. Here is how not to let that happen!

Reduce bounce rate by increasing readability

We create websites that present our company/product/service to other people like ourselves, yet we ignore the fact that they behave just like us when visiting other websites.

They don’t need to stay on the page, they don’t need to see what is offered.

They are just clicking around looking for information and if they can’t find it, they will surely leave.

One of the ways to make your website more appealing is to make it readable.

Of course – content is the king, so you should care about bringing the content to the audience.

Your audience might only get one chance to look at your website, and if they find it crowded and they can’t find what they need, they will most likely leave within seconds.

This will leave you with a high bounce rate.

To improve content readability, there are a few rules you can follow and do a great job quite easily.

Body Text

Body text should be readable against background and should not be too small.

Yes, people can zoom in, but you shouldn’t make them do the extra work. I found that someone wrote their ideal font size is age / 2 (px).

Although it was meant to be funny, keep in mind that you shouldn’t be using a small font size.

Even though the size can vary based on choice of font, I found out that the size that works best for me in most cases is around 16px.

However, feel free to try different sizes, but don’t go too big either. It can become crowded on screens that are not very high.

Line width

Make your line too short and you will force an eye to jump around a lot, make it too long, and eye will tend to get lost while moving between the lines.

Proper length in characters is about 70.

Try to keep it around this value on both large and small screens, but try not to influence readability by reducing the font size too much.

Line height

Too big line height influences your readers eye negatively as they have to move further and can easily get lost.

On the other hand, line height that is too small creates an unpleasant – claustrophobic-like feeling.

Avoid both by implementing the always-right line height.

Good line height is about 1.5 from your font size. In CSS words: line-height: 1.5;

Set the header size

Header line should be anywhere from 200% to 300% of the body text. Test different sizes it to prevent orphans in titles and to keep most of the titles in one line (if possible).

Give it a white space

Let a user differentiate between your thoughts. Separate them with white space and they will appreciate the fact that they don’t have to read it all, but rather jump through the points.

Those are some of the ways you can instantly apply and help out your readers. In the end, it’s all about making it easy for them to read your content.

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