Are your landing pages converting or users bouncing before they click on CTA (call to action)?
Does your landing page bounce rate is much higher than you would like? Do you want to reduce your website bounce rate?
Researchers have shown that 9 out of 10 visitors bounce back from the average post. Some visitors leave because you are deceiving them (knowingly or unknowingly), and others leave because of less patience. Whatever may be the reason for their bounce back, they can remedy this.
You can easily lower your page bounce rate by convincing the user to navigate other web pages of your site.
What is Landing Page Bounce Rate?
When a visitor comes on your website and leaves it before making any interaction, it is referred to as a bounce. Your website bounce rate is the percentage of the sessions, including only the first or initial interaction with your website. The bounce rate is mainly the percentage of the visitors who come to your site and decide to leave without opening the second page. A higher bounce rate refers to the inability to convince the visitor to stay and act on CTA, fill out a form, conversion-related action or buy any product or services.
A user can easily bounce back from your website by clicking on the different website link, clicking the back button, closing the tab or window, typing a new URL, or because of the session timeout.
What is a Good Bounce Rate?
Bounce rate is a confusing component. When a digital marketer hears a high bounce rate, it triggers anxiety in them.
For some website pages, having a higher bounce rate is not a bad thing. For instance, a higher bounce rate on a blog indicates that content or blog has answered all the readers’ questions thoroughly. This implies that the bounce rate mainly depends on the goal of the page. In some cases, a higher bounce rate refers to the sign of a good user experience.
Website owners want to have a low bounce rate with landing pages, as it indicates that a high percentage of visitors are converted after they have arrived on your page as your page is fulfilling their needs and goal.
Therefore, what is referred to as a good bounce rate for a landing page? One can compare data to the landing page bounce rate benchmark with the help of a digital marketing expert. It is essential to analyze your bounce rate over time as it is more useful than a landing page bounce rate benchmark. Always aim to improve on your past bounce rate.
Some causes of high landing page bounce rate –
One of the most expected reasons for a higher bounce rate is that visitors did not get what they expected on your site landing page. This can be due to the Misalignment between the link or text ad, which brought the user to your landing page.
For instance, an advertisement provides a list of the best new bikes, but the landing page is about bike sales in your area. A visitor might click away because the page offering is not what they have expected. To fix such a problem, it is vital to double-check your landing page and ads and make sure that they align properly. It should cover the same topic; moreover, the landing page should offer the same thing users expect.
It is also important to use the same colors, headings, images, and designs in your landing page and ads. This will assure the visitor that they are in the right place.
Asking for too much effort from the visitor
Another reason is that your website landing page requires too much from a user. A form with too many input fields or a form asking for personal information can cause the visitor to bounce back if a user comes across a form that requires information that they might not want to fill. If you do not have much trust in the user, asking for sensitive data can cause them to bounce to other websites.
It is crucial that your offering is worth filling a form; moreover, only ask for general information and try to make your form easy and short.
Poor user experience
The design of your site landing page and user experience can also impact the bounce rate. If the landing page is not appealing or hard to understand or navigate, the user might leave your page without converting. User judgment of site credibility is mainly based on its design, and visitors will not like to give any information to a site that they don’t trust.
One more issue is the placement and design of your Call to Action button. If the Call to Action button is not clear, the visitor may miss it. It is imperative to design your CTA button to stand out from the rest of the page’s buttons.
Crowded and confusing copy
A copy is one more component that makes a significant impact on the bounce rate. If your page is confusing, overcrowded, or unclear, then the visitor may get frustrated or confused, leading them to go away from your page.
You don’t require tons of copy on your page, majorly on the top page. You can start with a piece of need-to-know information and also include further details on the down page. Make your copy scannable by using blank space, visual elements, headings, etc., on your page.
Slower page speed
One more common issue which can impact the bounce rate is the page speed. If your page takes too much time to load, then the visitor will not stick around it. Maximum users expect landing pages to load in 3 seconds or less. Reducing your landing page load timing by a few seconds can provide you a sustainable increase in conversion.
There are several things which you can do to improve your landing page timing –
- Compress files
- Reduce redirects
- Use browser catch
- Upgrade your server
- Remove unnecessary codes
Targeting unqualified traffic
If the users who do not fit in your targeted audience are ending up on your page, then they will not likely convert. If your ads are not targeting the correct keywords or audience, you will have a higher bounce rate for your page.
To fix this problem, it is vital to audit your Pay Per Click strategies and conduct in-depth audience research. After performing this, adjust your targeting and check your bounce rate.
If your landing page bounce rate is relatively high and users are not spending much time than just a few seconds, the page does not display content correctly. Try to open the page on multiple devices or screens and check for the error messages. Also, try to navigate the page from your ads to see where the issue lies.
Legibility refers to how the visitor can discern between the letters and character of the chosen font. Many decorative fonts can be used in headlines, but they should never be used in the body.
How to reduce bounce rate?
Provide a good user experience
User experience is the feeling of the user while they are interacting with your site. A good experience is when a visitor finds a site that is easy to use and pleasing. It is important to create a usable website which looks good on all platforms and devices.
Most visitors decide whether they like your site in the first few minutes by just a simple glance at the visible area without scrolling. This area can differ from device to device. Make your CTA clear and honest. Misleading CTA will create a bad user experience.
Improve your website speed
As we have mentioned above, the user makes their mind about a site in the first few seconds. Therefore, do not waste your time showing them blank pages downloading content, or loading scripts.
Targeted landing page and A/B testing
You may be CTA, and the heading is not working. This is why it is essential to perform A/B testing. If your website serves an international audience, you can easily detect user experience and offer them a localized page. Moreover, showing content in their language, cultural background, and currency can easily improve user experience.
Make use of videos
Videos can grab attention and are more engaging than text and images. One can use full-screen background videos or even add to your CTA. Videos are very powerful; you can use music, animation, narrations, colors, and several different persuasion tools.
Make use of high-quality images.
Images are one more effective way to decrease your page bounce rate. This is the main reason why people use high-quality photographs as background images, as they have proven to be very effective.
Reducing the bounce rate of your landing page is the key to success. If your page bounce rate is not there where it needs to be, then the above solutions can fix it.