Bounce Rate Reduction Techniques & Repeat Visits - CMS International
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So you have your visitor’s attention, here’s how to prolong it…

There is a direct correlation between the length of time a user spends on a site and the decision to progress through the sales cycle. In a nutshell, the longer you can retain your user on your site, the more chances you have to ultimately convert them into a customer. The objective, therefore is to offer a site with instant appeal that provokes the user to drill down further into it to find out more. Google calls these flying visits the Bounce Rate and a high bounce rate needs to be minimised. There are two ways of looking at this.

Discouraging users from leaving

Encouraging users to stay

Factors that discourage users from leaving are often technical such as long page loading times, pages being optimized with incorrect search terms and poor design. These factors should always be taken into account as part of the general design and build. Encouraging users to stay on the site requires effort and ingenuity and this is where we excel. We offer many tools and techniques designed not only to prolong a users’s visit onsite but also to encourage them to come back to visit time and again. Importantly, we offer these services on a stand alone basis, so we don’t need to be developing your website to build your virtual tour or interactive brochure.


They say a picture speaks a thousand words, this being the case an interactive tour speaks multiples over a picture. This clever piece of digital marketing is the closest thing you can get to a customer experiencing the product in advance of purchase. Virtual tours enable you to showcase your key features in a detailed, persuasive, interactive and immersive virtual reality environment. Making your website work smarter for you, a virtual tour provides your users with the confidence to move easily through your sales cycle. Clearly it doesn’t work for everyone as it depends on the product or service you are selling but features include.

Interactive hotspots

Multimedia elements (vocal, video)

Social network sharing

Multilingual tours

Intelligent code detecting browser and platform


Pop up windows with images, texts, links

Gyroscope effects

Fully customizable navigation and toolbars

Synchronisation of tour with maps

Thumbnails enabling switchable scenes

Day to night/seasonal transition effects

Created in both Flash and HTML5


Statistics show that user preference is to watch rather than to read and we are becoming increasingly conditioned to respond to the visual. In fact, it’s widely recognised that in 1 minute of video communication the user has as much information as if they had read 1.8 million words! 80% of effective communication is down to the delivery of tone. With a virtual presenter you have complete control over this and it introduces a more personal element than requiring the user to read which risks losing their attention. Dramatise the key points of your message using a totally flexible vehicle whilst simultaneously promoting trust with an attractive, authoritative presenter. Our virtual presenters are professionally trained and you choose the presenter you think will be the most effective at delivering your message and supporting your individual corporate identity. We can either work from your polished script or with you to copywrite a really effective piece of verbal communication.

This particular example utilizes intelligent code to detect user browser and platform in order to present the file either in Flash or HTML5. The virtual presenter is superimposed over a bespoke designed background and bullet points are coded in to emphasise the salient points of the sales message.


Worth mentioning here as a keen contender to reduce bounce rates are our online interactive brochures. More information on this service can be found here.


In its hay day animation was everywhere; websites were over-animated. It soon became clear that too much animation was an assault on the senses and actually did more harm than good. Bounce rates rocketed and businesses suffered. The secret is knowing how, when and where to use animation. Like most things, when used in moderation it is extremely effective so we tend to employ the “less is more” rule of thumb. There has been much discussion on the merits of Flash versus HTML5 within the industry and, in reality, it’s horses for courses – both will be around for a long time yet. On the whole, Flash still provides far more flexibility and is able to deal with more complex animation than HTML5. More common applications can be neatly dealt with in HTML5 and in such instances flash would be like using a sledgehammer to crack a nut.



The future of flash is secure. Whilst HTML5 offers the facility to view video, flash is the only technology allowing video streaming with live broadcasting. As long as flash reliant sites such as YouTube, owned by Google, and Facebook continue to wield their influence on the rest of us and set the standard, flash will remain mainstream. Flash also sits at the cutting edge of touch screen technology – a growth area in web development and other applications.

It also allows the developer to produce self-reliant and stand alone applications eliminating the need to consider issues such as cross-browser technology. Flash breeds confidence in a uniformed presentation and a uniformed experience across the multi-browser environment. Whilst there is a gaming industry – there will be Flash.



With giants like Apple boycotting Flash in favour of HTML5, the mobile market is increasingly adopting HTML5 over Flash. HTML5 can be viewed easily on Apple devices such as iPhone and iPad and as it uses up less processing power than Flash, battery life lasts longer. With HTML5 there is no need to download plug-ins and extra bits of software in order to use it so whilst our mobile lifestyles continue and increase, so will the popularity of HTML5.


Blogs are an excellent, informal way of keeping your users up to date with your news and events and search engines love them. They are quick and easy to update and offer the opportunity to communicate with your target audience outside of the formal corporate tone of your website content. Blogs are easy to integrate into your existing site and offer a simple platform by which you can regularly update the content of your site. It’s also easy to measure and performance track via the visitor activity and feedback it generates. Extremely flexible, a blog allows you to promote any message from any member of your team be it from the CEO or simply congratulating a team member. Data that may not have otherwise found its way onto the corporate website can be channeled via the blog. Perhaps the best way to describe a blog is that it can project corporate personality, it therefore adds a new dimension to a corporate website. This in turn promotes organisation credibility. From an SEO viewpoint, your blog can really help your site to move up the search engine rankings providing you with the flexibility to target keywords that may not otherwise be targeted. Visitors may be drawn to your site through your blog making it another shop window to increase your footprint and reach, simultaneously creating awareness of your offering. In a nutshell, a blog on your site can:

Promote transparency

Enablesyour organisation to converse with customers, clients and other industry relevant parties and gain instant feedback

Provide a human side to your company

Encourage repeat visits due to everchanging content

Increase web traffic on your website

Reduce bounce rate

However, having a blog is a time consuming undertaking if you want to get it right. The blogs need to be unique in content, thoroughly researched, well written, updated frequently and of topical interest to your target market. If you don’t have the time to undertake the maintenance and upkeep of a blog but appreciate the benefits it would have to offer, then outsource it to us. With a proven track record of blogging, we are keen to help and relish the challenge.


We’ve already discussed the merits of using a Virtual Presenter on a website which is a form of video but showcasing your product in action takes it to another level. Apart from the obvious informative, interactive benefits of video on a website, Google likes video and if Google likes video we need to stand up and take notice.


Whilst creating your video from scratch (storyboarding, copwriting, directing etch) isn’t our bag, we have full video editing capabilities. We can take your existing video, regardless of file format, edit it to meet your requirements and output it to a web-friendly format. Additionally, thanks to our video editing services, we can create banner and display ads that incorporate your video providing eye catching and informative advertising techniques.