Reducing Bounce Rate: A Mobile Speed & Readability Strategy
Client: A B2B SaaS company offering project management software.
Challenges We Faced
The client’s blog attracted significant mobile traffic from social media, but users were bouncing immediately:
Slow Mobile Load Time
The blog took 6+ seconds to load on 4G networks due to unoptimized images and scripts.
Poor Readability
The font size was too small (12px), and line heights were too tight, making articles hard to read.
Failing Core Web Vitals
The site had a poor LCP (Largest Contentful Paint) and high CLS (Cumulative Layout Shift) from ads.
No Mobile Conversions
Mobile visitors almost never signed up for the “Free Trial.”
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Our Approach – How We Solved These Challenges
Mobile Performance Tuning
We compressed all images to WebP and deferred non-critical JavaScript to improve the LCP score to under 2.5 seconds.
UI/UX Analysis (Readability)
We increased the base font size to 18px and increased line height to improve readability. We also broke long paragraphs into 2-3 sentence chunks.
Mobile UX Strategy Consulting
We advised moving the “Free Trial” form from the sidebar (which is pushed to the bottom on mobile) to in-content CTAs placed after every H2 header.
Touch Target Optimization
We increased the size of all in-text links and buttons to prevent “fat finger” clicks.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Mobile Page Speed Score (Lighthouse) | 35 | 92 | +162% |
| Mobile Bounce Rate | 85% | 45% | -47% |
| Mobile “Free Trial” Signups | 5/mo | 45/mo | +800% |
Free Speed Analysis
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Advice for Marketers & Brand Owners
- Use your Title wisely. The App Title has the strongest keyword weight. Put your most important keyword there.
- Don’t waste the Keyword Field. Don’t put your brand name or spaces in the iOS keyword field. Use every single character.
- Ads help organic. Using Apple Search Ads creates a “halo effect” that can boost your organic keyword rankings.
Extra Factors That Made It Work
- The Mobile Page Speed Optimization was the primary factor in reducing the bounce rate.
- Moving the CTAs into the content flow made them visible to mobile users for the first time.
- The font size increase improved “Time on Page” metrics.
