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The 15 Second Rule: This is Why users Leave your Site

Why Users Leave Your Site : 15 Second Rule

What is the average time a user stays on a web page? About 15 seconds.

And it’s also the time you have to grab his attention and keep him exploring your site more in-depth.
The “15-second rule” that Jakob Nielsen was telling us about several years ago, consists precisely in this: If you have not generated interest in this short period of time, you probably won’t do it again.

It takes very little for a user to leave a web page, from too long loading times to unattractive content. To evaluate if your site is built effectively in every aspect (visual, content, design) the metric you must always monitor is the bounce rate.

What is the Bounce Rate?

This is one of the most important metrics for Google Analytics, which measures the percentage of people who leave your site after visiting a single page, without taking any action.

A user “bounces” off the site when there has been no engagement and/or has not found what they were looking for. It can be said that the higher the bounce rate, the less effective the site in question will be.

Of course, it is good to consider the different cases, which vary from sector to sector. If we talk about a site for information purposes, the fact that a user ends navigation after visiting only one page is not necessarily a negative indicator.

But in case the site structure assumes interaction, then there may be something you are doing wrong. Creating quality content is important not only to attract the reader’s attention but also to gain credibility in the eyes of the search engine.

The bounce rate, in fact, does not in itself constitute a ranking factor because the Google algorithm does not use Analytics data; but if the user leaves your site to return to the search results, the situation changes and that kind of bounce could penalize indexing.

According to YOAST, the bounce rate can be a wake -up call in three ways:

  • the quality is low: there is nothing that invites you to commit
  • the audience doesn’t match the purpose of the page, so there will be no interaction
  • visitors did not find what they were looking for

A Bad User Experience

Very often a high bounce rate is due to a bad browsing experience.
A poor design, which offers too many options and is dispersed, or with very slow loading times, is equivalent to abandoning the page.
Hubspot has published guidelines for effective design:

  • Simplicity: eliminate all non-essential elements
  • Hierarchy: organize items based on relevance
  • Navigability: Create a simple and obvious navigation path
  • Consistency: the appearance must be uniform throughout
  • Accessibility: the site must be accessible from all devices
  • Conventionality: Always use elements that people know
  • Credibility: knowing how to anticipate search intent
  • User centricity: Monitor user responses to site elements to get the best UX.

The more user-friendly like the KissAnime site, the lower the bounce. Usability and availability are the key factors in increasing dwell time – if your site isn’t optimized for all types of devices, things like broken links or lack of mobile responsiveness could be detrimental if you’re trying to convert a visitor into a lead.

The Absence of Interactions

A trick that is used to increase traffic is to register domain names with distortions of the names of very clicked sites (“” or “”) by predicting the most common typing errors of users and “subtracting ”A slice of users to the original site.
Too bad that the time spent on the page almost never exceeds 30 seconds.

A misleading or click-catching domain name can be a factor of abandonment, as when the user arrives on the site it doesn’t take long to realize that they are not where they should be.

If the user arrives on a page and does not find what he is looking for, he leaves in a few seconds, but the same happens when the information is too much.
A surplus of information will not only increase the rebound but will also be penalized on the SEO services.

Redundant information is always synonymous with bad navigation: the main focus must never be buried by other superficial information.

Outdated or Unreadable Content Increases the Bounce Rate

To increase residence time and entice the user to continue exploring your site, you must be an “authoritative source” in your industry. This means that your content will need to be relevant, updated, and made to intercept the need of the moment.

If you’re running outdated posts, visitors might bounce off just looking at the date. While the data is still relevant, it’s the recent content that gives you credibility in the public eye.

Even if it is only a matter of updating numbers and statistics, it is important not to overlook this aspect.
In addition to conveying knowledge and experience in the sector, the contents must be legible. Nothing discourages reading more than a wall of text, written without variations in font and/or white space.

It is always advisable to insert blocks of text, which are also interspersed with images and which leave the page a little more breathing space.

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