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The letter F: A simple website principle to decrease your bounce rate


When it comes to website design, there are many technical details to take into account, but often the easiest things can be overlooked. The F-Principle is a simple and useful way to ensure great traffic retention and encourage visitors to stay on your site for longer. So what is the F-Principle and how does it work?

What is the F-Principle

Imagine you are drawing a capital “F” on your screen. Your key information and navigation should be in line with what you have drawn. This is because typically this is the shape that readers will scan across the page when they first reach it. Asian audiences will typically view a site in an inverted “F” shape. This theory stems from the way we learn to read.

Highlight key information

By keeping this in mind, you should use this idea to highlight the key information and pages that you want the visitors to click on. For example, you may have a navigation bar along the top, with a header with keywords further down. Even if you don’t have a left-hand menu or sidebar, research has shown that starting sentences on this edge of the page with keywords and phrases to capture the attention of the reader is effective at keeping them browsing for longer.

Ease of navigation

Keeping it simple by having a menu across the top with the main information, as well as clear headers across the page, will break down the information for the reader. They can easily scan for what they’re looking for – which may be contact details, more information or a specific service or product that you offer. 

Improved visitor experience leads to conversions as well as less bounces

When all of your key information is laid out clearly in the F shape, it makes searching for specific things or just browsing your site a more enjoyable experience. Improving your usability will not only provide a better visitor-experience but also then lead to more conversions and a lower bounce rate on your site. This in turn will increase your organic searching ranking in Google.

Website design tips

The F-principle is just one of many design techniques that will make your website more user-friendly and lower your bounce rate. There is, of course, much more to optimising and design a website that both ranks highly and promotes your brand, products and services accurately and effectively.

For more website design tips and advice, or to discuss creating a bespoke website, give the Geeks team a call today on 0845 643 6229.


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