10 Photos and videos are popular Overall, the sections of websites that have more photos and less text garner the most interest. If a website has a photo/video gallery, it should be clearly labeled and easy for visitors to find. Increasing the font size for a top navigation bar and adding a link to the photo/video gallery in the bottom navigation bar substantially increase traffic to those pages. When videos and photos are located in a dedicated gallery, they rate second in terms of number of page views after floor plans/residences. Pairing an image with a call-to-action (CTA) dramatically increases the likelihood that a visitor will engage and follow the link. Both the image and CTA should be clickable since many people are clicking on the image. Bottom navigation improves bounce rate Bottom navigation links improve bounce rates. Improvement in bounce rates was more pronounced with mobile users. Visitors don’t need to scroll back up to find what they are looking for since they can use the bottom navigation buttons to go directly to the page in which they are most interested. Bottom navigation links encourage visitors to stay on the website and navigate to an area of interest once they’ve fully explored the home page. This is also important because those visitors who reach the bottom of a page are already more highly engaged, having read all the content on the page. Heat markers indicate popularity of slide show feature Bottom navigation encourages engaged users to dig deeper into site