What Is TCB Performance-Based Web Design & Why Should You Care?


As you know, our company exists to provide accountable, reliable, and scalable marketing services for small businesses so that they can better serve their communities.

And, for that reason, we offer a cast-iron performance guarantee with our web design service:

If for any reason, your users don’t find the new website engaging, we will fix it for you – free of charge – until they do.

But why should you care about this guarantee? What makes ‘engagement’ so important?

Improving Engagement – or ‘The Leaky Bucket Metaphor’

Well, consider this.

Running a site that people don’t find engaging is a lot like trying to fill a leaky bucket.

You fetch the water. You fill the bucket. The water leaks out. You fetch the water again. You fill the bucket again. The water leaks out again.

It’s the same with an under-performing website.

You promote the site. People visit your site. But then they leave, without seriously considering your content.

So you promote your site again. You get some more visitors. But those visitors leave too.

And on and on the cycle goes, without any lasting benefits for your business.

Moreover – to extend the metaphor just a little bit further – the ‘water’ can end up being really expensive.

For instance, getting one visitor – just one – to a plumber’s website through Google Ads can cost up to $50 per click.

Do you really want to waste all that money?

We didn’t think so.

So, now that we’ve established how vital visitor engagement is, how do we go about improving it?

Bounce Rate

First of all, you need to understand what a site’s bounce rate is.

Put simply, bounce rate measures how visitors to your site fail to interact with the content on your site once they arrive there.

If most people – 80 out of every 100, say – visit your homepage and then immediately leave it without clicking on any other pages, your site almost certainly isn’t performing as well as it should.

You have a high bounce rate, in other words, which is bad.

But if just 20 out of every 100 people who visit your site leave without looking at other pages, you’ve got a pretty low bounce rate, which is good.

It’s important to note that bounce rates vary depending on the kind of site in question.

e-Commerce and retail sites tend to have comparably low bounces rates – 20 to 45 percent, on average – because visitors to these sorts of sites usually need to search a bunch of different pages in order to find what they are looking for.

Dictionaries and blogs, on the other hand, tend to have a high bounce rate because most of their visitors are just there to look at one thing briefly, before heading off.

Bounce rates also vary from industry to industry.

The benchmark bounce rate for the food and drink industry is in the mid-to-high 60s. But in shopping and real estate, it’s down in the mid-40s.

How We Improve Engagement

At The Coding Bull, we take bounce rates seriously.

If we are working with a site that is lead generating, we will use the average industry bounce rate as the gold standard for our work.

Above all, we provide a comprehensive service: if at first, we don’t get the results we are aiming for, we will go that extra mile for you.

So, for example, if people aren’t engaging with the site that we’ve built – if it is struggling to achieve a certain bounce rate – we will take certain executive measures.

First of all, we’ll record user sessions in order to develop a clear understanding of how visitors to your site are behaving.

Which features are these visitors clicking on? What aspects of the site are they looking at? Why are they ignoring some pages and not others?

From there, we will experiment with new site designs until we think we have found one that improves your bounce rate.

Then we’ll observe how the site performs, with the aim of seeing whether or not your bounce rate goes up, down, or nowhere much at all.

Client Case Study: Hemlock Painting

Here is a case study showcasing how we reduced the bounce rate for our client – Hemlock Painting.

The initial design before hemlock signed on with us was 69.8%.

After our first iteration of re-designing their website, we randomly picked 20% of their users to see the new version of the website and observed their behaviour.

After looking at 250 people using the site, we were able to conclude the new bounce rate for this design is 45.3%. However, this reduction in bounce rate was still not in line with our guarantee, which is 32.5% so we continued to make changes to the website.

Split Testing – Test 1We used user on-screen activity recordings to see where most of the user activity is concentrated.

We studied user behavior and activities.

Design ImprovementUsing this data we then designed the final iteration of hemlock’s website and hence reduced their bounce rate from 45.3% to 27.1%.

Split Testing – Test 2Why We Can We Make Such A Bold Promise

We’re confident that we’ll be able to find a site design that gets your bounce rate down to or below the industry standard – because, uniquely, our web strategy merges design and marketing together, which ensures that every aspect of your site is geared towards maximizing and retaining new traffic and generating leads. Our design and development process also brings the website strategy to life without any compromise.


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