We recently went from a print to an HTML format for our research organization's newsletter. The newsletter website has about 20 pages (www.conferenceboard.ca/insideedge/default.aspx
). Our google analytics results show a bounce rate of 36% for the "home page" of our e-newsletter. Our company home page has a bounce rate of about 12% (www.conferenceboard.ca
). As a result of these statistics, the newsletter author wants us to do a redesign in an effort to reduce the bounce rate. I want to make sure that we make an "informed" decision here before investing time and money on a redesign after just one issue. The questions I have are: is comparing a bounce rate between a company home page (complex, representing multiple services and lines of businesses) and an e-Newsletter of 20 pages truly comparing "apples to apples"? Is the newsletter home page bounce rate of 36% truly problematic, or considered acceptable? Can I tell if the bounce rate is because of clients accessing it from their mobile devices, which would be frustrating as we lead off with two large photos at the top of the page? Should we be focus testing our client base for their feedback before proceeding with a redesign? Should we be doing 3 or 4 issues using our current design and building our stats before considering a redesign? Any advice on where we can get an online assessment of the "usability" of the newsletter site? This is new territory for me, so I'm trying to ramp up quickly...