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As reported by Fast Company and Inc. Magazine, a new EyeQuant study has shown that there's a surprisingly strong relationship between the "visual clarity" of a website (as rated by an algorithm) and its bounce rate. In fact, the results suggest that up to one-third of a user's decision to stay or bounce comes down to a snap judgment of whether or not the page is too cluttered. In this post, we'll take a closer look at the data and the methodology behind the study.
Why study the impact of visual clarity?
Within the design community, there's been a definite trend towards simpler, more stripped-back design. At EyeQuant, we've seen many of our customers "de-clutter" their way to higher conversion rates, and even observed that amongst a collection of online retailers, the ones with "cleaner" design were growing the fastest.
What we wanted to understand is this: does "clean" design have a positive impact on user engagement across the board, or is it limited to specific cases like overly cluttered-sites or retail?
O-e third of the websiite visitors decision to stay more bounce is based on page clutter.
O-e third of the websiite visitors decision to stay more bounce is based on page clutter.