5 Ways to Reduce Your Landing Page Bounce Rate
Less experienced digital marketers often put too much weight into vanity metrics, such as the total number of website visitors, number of registered users and number of Facebook likes. While these metrics can sometimes give a vague indication of the level of growth in a company, there are far more important and accurate statistics to consider. Your bounce rate is one of the most important, since a high bounce rate suggests that people are not finding what they’re looking for on your website, despite having clicked on a link in the search engines or elsewhere. A very high bounce rate can also reflect badly on your website, since it’s also a common spam indicator.
Optimize for All Devices
Perhaps the most common reason of all for people to leave a website almost immediately upon arriving is that it doesn’t display well on their device. In the last couple of years, there’s been a huge amount of talk about the importance of mobile-friendly websites, but this isn’t quite the right approach to take either, despite the hype. What’s important is that your landing page is designed to look great on screens of any size although, if you’re going to prioritize anything, then it should probably be the small screen. Most importantly, be sure to keep everything scalable by using responsive Web design, and keep your content concise and relevant.
Improve Your Content
Just as important as the above is the quality of your content. After all, if the content is not relevant to your target audience, then they’re not likely to hang around for long. That being said, no one wants to scroll through a long-winded sales page full of boring copy laden with jargon and bewildering specifications. Instead, start with an eye-catching title and subheading followed by a short bulleted list of the key selling points of your product or service. By all means provide further information further down the page, preferably along with social proof in the form of reviews and testimonials to back up your claims.
Get Rid of Clutter
Novice marketers often neglect the importance of reducing clutter on their landing pages, instead providing more information, navigational elements and other content than they really need to. However, simple is beautiful when it comes to sales content, not least because Web users tend to have very short attention spans. Regarding your written content, it’s best to keep sales copy short and concise, keeping paragraphs no more than a few lines long and sentences short, with minimal use of jargon. At the same time, you should use plenty of whitespace to draw attention to content, and keep navigational elements down to a bare minimum.
Don’t Mislead Visitors
In times when personal recommendations, online reviews and other forms of social proof rule in the digital marketing world, deliberately misleading your visitors is one of the quickest and most efficient ways to destroy your online reputation. Your content absolutely must live up to people’s expectations by being completely relevant to what they were looking for in the search engines or elsewhere. The only ‘marketers’ who don’t care about content relevancy are the spammers. Under no circumstances should you try to capitalize on supposedly high-value, high-traffic keywords that are not 100% related to your niche.
A landing page exists for one purpose and one purpose only, and that’s to generate sales or leads. Anything that distracts your visitors from fulfilling that goal will only be detrimental to your landing page’s performance. If your landing page (or any other area of your website for that matter) bombards visitors with distractions, they’ll likely leave frustrated. Keep your colour palette consistent and conservative, and avoid going over the top with fonts and quirky design styles that might side-track people. The only major navigational element you really need on a landing page is the call to action itself. Any more than this, and you could end up confusing people.
A good landing page should ideally have a bounce rate in the region of 40 to 50%. Any lower than this, and you’ve probably achieved something quite amazing. Nonetheless, having a bounce rate of even 50% is still perfectly respectable, and it sends positive signals to the search engines too.