Why is my bounce rate so high on my landing page? Good question. A landing page is a page on your site which people land on when they click on one of your ads, be they search ads, display ads, social ads, or whatever.
And so, many marketers and the companies they represent expect that some percentage of people who land on those pages will end up leaving before they do anything else.
In analytics terms, this is called a bounce. And the page’s bounce rate is the percentage of visitors who inspect your website before completing any other additional action. In other words, they are leaving your site before clicking a link or reading your other pages.
High bounce rates are not good.
High bounce rates are not a game of chance like the lotto. You can actively lower your bounce rates.
A high bounce rate is clearly not a good thing. But traditionally, marketers tend to be more tolerant of a high bounce rate on a landing page, where a visitor has come from an advertisement. Then they would be on other pages of the site.
And I am not here telling you that you should expect visitors 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 should be okay with them. And it doesn’t mean we can’t work to lower them.
So make this year the year you refocus on your landing pages, and cut those bounce rates in half.
How? Start by understanding why people are bouncing in the first place.
Here are five possible reasons:
- You are advertising to the wrong people.
- Your page doesn’t provide enough information.
- Your page is not optimized for mobile.
- You are not clear about what they should do next.
- You don’t give them an incentive to take action.
Let’s explore each of these possibilities and what you can do about them.
You are advertising to the wrong people.
If the wrong people are landing on your page, it’s no wonder that they are leaving. This may happen if your targeting is too broad, meaning that your ad is being shown to people who are not in the market for your offerings.
It also can happen when you use the same landing page for multiple channels and audiences. It is a best practice to make sure your landing page is specific to each audience. To accomplish that, you may need to create multiple landing pages for each campaign.
It is no good advertising your offers to people that are not interested in them. For example: If you are in the “Good Wine” niche and you are in a FaceBook group for animals. Then more often than not you will not get any click-throughs to your offers.
Your page doesn’t provide enough information.
Many companies treat landing pages as teasers for a certain product or service. They provide just enough information to whet a customer’s appetite and get them to take the next step. But what you think is enough information to tease a product, may not answer the questions that most of your visitors have. And rather than take the required next step, they leave your site and go looking for alternative solutions.
The boot could be on the other foot. You land on a sales page where there is just too much hype and information. So this is a problem, it’s the old catch 22 scenario. You will have to decide what is enough information and what is too little or too much. You will have to be satisfied with a happy medium which isn’t always easy. So how do you decide what is a happy medium?
Give just enough information
By giving just enough information on your landing page so that a visitor clicks through to your next page or offer. As I said earlier it is like teasing your visitors to take another action. By answering any questions you might think your visitor will have is a good first step.
Imagine yourself landing on your own page. What questions would you like answering and what questions is your landing page solving. Being upfront with your offer. Tell your visitors what and why will your offer benefit them and solve their problems by reading about your offer.
Here is what I do. If someone clicks on my link they will be taken to a page from a CTA for “LEARN MORE” They can then click on another link to join my referral program. Which by the way is an awesome affiliate marketing training platform where you can refer others to the commission plan.
Your pages are not optimized for mobile.
We are living in a mobile world. More web activity is taking place on phones and tablets than ever before. And your landing pages absolutely must be geared toward the mobile visitor. This means 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.
How is this done? In my related posts below you will find actionable answers to help you gain a mobile-friendly website.
Related Post…Test my site speed
Related post…What is a mobile friendly website
You are not clear about what they should do next.
Some people will leave your site because they simply don’t know what else to do. A strong call-to-action is an important part of any landing page design. Once you have provided enough information to convince the visitor that they are in the right place, give them an action to take.
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.
Related post…8 reasons why visitors leave your website
You don’t give them an incentive to take action.
Why do this now when I can do it later? That is the mentality of most consumers. It is up to you, as the marketer, to give them a reason to act now. Perhaps this is the time to give incentive and opportunity to claim a special offer.
What if your offer is only good for a limited time, or perhaps they don’t want to have to wait in line. Or they don’t like your offer in the first place. 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.
Have a free gift for your visitors if they react to your landing page. A good quality gift that visitors will snatch your hand off for. Not just another re-hashed e-book that nobody wants.
I hope this article on “Why is my bounce rate so high on my landing page” has been helpful.
If you have any questions please feel free to ask them in the comments box or contact me form below.