For what reason is the Bounce Rate so High on Your Landing Page?

For what reason is the Bounce Rate so High on Your Landing Page?

A landing page is the page on your site which individuals arrive on when they click on one of your paid ads – be they search ads, display ads, social promotions, or others. Thus, numerous advertisers and the organizations they represent expect that some level of individuals who land on those pages will end up leaving before the do whatever else.

In analytics terms, we call that a bounce. And, the page's bounce rate is the percentage of visitors who expect your site before finishing any extra activity.

A high bounce rate is clearly not a good thing. Be traditionally, advertisers will in general be progressively tolerant of a high skip rate on a point of arrival, where a visitor has originated from an ad, than they would be on different pages of the site. Also, I am not here revealing to you that you ought to expect guests you pay for to behave the same way as visitors who come to your site organically.

However, just because we expect higher bounce rates on our landing pages, doesn't mean we ought to approve of them. Also, it doesn't mean we can't work to bring down them.

So make 2019 the year you refocus on landing pages, and cut those bounce rates in half.

How? Begin by understanding why people are bouncing in the first place.

Here are five possible reasons:

You are advertising to the wrong people.

If the wrong people are landing on the page, it's no big surprise that they are leaving. This may occur if your focusing on is excessively wide, implying that your advertisement is being appeared to individuals who are not in the market for your contributions. It also can happen when you utilize a similar landing page for numerous channels and audiences. It is a best practice to make sure your landing page is specific to each audience.To achieve that, you may need to make multiple landing pages for each campaign.

Your page doesn't give enough data.

Numerous organizations treat greeting pages as teasers for a certain product or service. They give just enough information to whet a customer’s appetite and get them to take the next step. In any case, what you believe is sufficient  information to tease a product, may not answer the inquiries that the vast majority of your visitors have. And rather than take the required next step, they leave your site and go looking for alternative solutions.

Your page is not optimized for mobile.

We are living in a mobile-first world. More web action is occurring on phones and tablets than ever before. And your landing pages absolutely must be geared toward the mobile visitor. This implies focusing on load times, readability, and usability. Challenge your own perceptions of your landing pages by looking at the bounce rate for mobile users separate from desktop users. You may find that solving for mobile alone can cut your bounce rate in half.

You are not clear about what they should do next.

A few people will leave your site because they simply don't recognize what else to do. A strong call-to-action is an important part of any landing page design. Once you have given enough information to convince the guest that they are in the perfect place, give them a move to make. It could be a phone call, a form to submit, a button to start the sales process, a web chat. And make it obvious. The more they have to search for it, the greater the likelihood that some will give up.

You don’t give them any incentive to take action.

For what reason do this now when I can do it later? That is the mentality of most consumers. It is up to you, as the advertiser, to give them a reason to act now. Maybe it's the chance to claim a unique offer, maybe your offer is useful temporarily, or maybe they don’t want to have to wait in line. As a marketer, you are constantly fighting for attention. So don’t squander that attention when you get it by letting consumers leave without taking the next step.

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