Website Redesign - Wenco
**The Situation** Prior to the redesign, Wenco's homepage experienced a bounce rate exceeding 50%, indicating that more than half of potential customers exited the site without engaging further—this was a significant issue. Wenco aimed to reduce their bounce rate and increase the number of pages viewed per session as their primary objectives for the new website. As reported by SEMRush, the number of pages per session ranks as the third most crucial metric for Search Engine Results Pages (SERPs), while the bounce rate is fourth. Therefore, it was essential for us to focus on improving these metrics.
**The Solution** To identify the most critical design choices, we created landing pages and carried out several A/B tests to discover the optimal configurations. We explored various copywriting styles, messaging, and placements for calls to action, among other elements. With the results from these tests, we could make informed decisions, supported by data, to enhance each page component in line with Wenco's objectives. We discovered that even minor adjustments and nuanced changes in content could influence the bounce rate by nearly 15%! This was a positive development. Moving forward, we implemented engaging visuals, user-friendly navigation, and clear messaging to enhance the web experience for Wenco. The results were impressive; we managed to reduce the bounce rate from over 50% to below 28%. Initially, Wenco’s homepage had a bounce rate of 50.15%, but after the redesign, the rate dropped by 36.21%, ultimately reaching 27.9%. The average number of pages viewed in each session rose by 33.75%, and sessions lasted 67.14% longer than before! In addition to lowering the bounce rate and increasing page views and time spent on those pages, we also improved the average page load time by 16.2% and the average download time by 23.1%. That's impressive efficiency!