16 August 2021
WHAT IS THE LANDING PAGE? A new web designer, digital marketer, or promotion manager is concerned with trafficking on their new website and landing page. A lot of people misunderstand a website as a landing page or vice versa. However, a website and a landing page are very different from each other. A landing page is also known as “Lead Capture Page” or “Destination Page”. It appears in response to clicking on the search engines and is used for lead generation. These are used for marketing, promoting, or online advertisements. Unlike websites, landing pages have a single goal. These pages are designed to call for action.
THE BOUNCE RATE FOR LANDING PAGE There can only be two options for a user that arrives on your webpage. First, the user may come for another interaction. Second, the user may leave the site on the initial interaction.
A bounce rate for a landing page is a situation when a user leaves the website on the initial stage or before completing a second interaction. It is a situation when the user does not convert and leaves the site on the initial interaction. It can be referred to as the percentage of interactions that doesn’t include any second-time interaction from the same user.
In the above-mentioned paragraph, second time interaction on a website can be any link on the webpage that refers to or brings the user to another page of your site. Such interactions can be in any relatable topics from your site. It can be filling out a form, or clicking a CTA button. These interactions bring the user to another page of your website or for another time on your website. Therefore, the landing bounce rate includes only initial interaction on your page. It is the percentage of visitors who do not visits the page for the second time interaction.
A GOOD BOUNCE RATE FOR A LANDING PAGE We can’t determine a fixed definition for a good bounce rate, as the type (good or bad) of the rates depends on the goal of the page. There might be some pages, with a high bounce rate, and it wouldn’t indicate any bad thing. For instance; some blog pages wouldn’t require another visit from their users. A high bounce rate on the blog would simply indicate that the user could clearly understand the content, and the page very well answered all their questions. Therefore, the user did not appear for the second interaction
However, with landing pages, we do require a low bounce rate. That means with these pages we would accept a lot of users to convert and do not end up on the initial interaction. As, the goal of landing pages is the call for action and requires users to visit a site a number of times. According to the data analysis of the landing page bounce rate benchmark, QuickSprout, a good bounce rate for a landing page is about 70 to 90 percent. Therefore, one should aim a little higher when the page is the call for action. It is never too difficult or too late, we can always aim high and be better. Analyzing our landing page bounce rate and improvements on the initial rate can help us achieve the main single aim of a landing page.
MAIN CAUSES OF LANDING PAGE HIGH BOUNCE RATE We aren’t always satisfied with our bounce rates. As discussed earlier, our landing page bounce rate should be less. If your landing page rates aren’t where you want them and you have issues with a high bounce rate. Then, the following are the seven most common problems of high bounce rates and the ways to resolve them:
1. MISALIGNMENT WITH THE USER’S EXPECTATIONS:
The issue: The main issue or the base of a high bounce rate on a landing page is the user’s expectations. A user expects a lot of things or maybe one particular answer from a landing page, and may sometimes not get what he really wants. Therefore, this misalignment between the text of the landing page and the link/ad may lead to a high bounce rate for the landing page.
There can be tons of examples of the same. For example, if an ad offers a list of branded shoes, but the landing page asks the user to browse Nike’s new brand shoes. Then, the user might click away because the link or the ad isn’t what he really wanted and might end up interacting only once on the same site.
The solution to the Issue: To resolve the above-stated issue, one needs to double-check the ad or the link that they have created for the page. They also need to scan the landing page and finally align both of them (the landing page and the ad/link). They both should provide the same information with the ad referring to the same text. One should also prefer similar background, imagery, headlines, color, designs, etc in both the landing page and the ad so that they both look alike and the user feels more assured and connected to the text. For instance; SEMrush features the same image, and logo on the landing page and the ad.
2. TOO MANY EFFORTS REQUIRED FROM THE USERS
The issue: Another main reason as to the high bounce rate can be asking too much effort from the user’s side. If the landing page asks much more than required from the user, then the user fails to interact on the same site again. For instance; a form with too many questions or a lot of personal information from the start may cause a high bounce rate on a landing page.
The solution to the issue: Prior to giving a form to fill, one should always build trust between the user and the site. Asking for personal information or sensitive documents should be decreased to basic general information about the user. Therefore, one needs to be very sensitive and picky about asking questions from the users or filling up a form on a landing page. Also, make sure that your form is worth filling. Along with this, the form should be short and easy to fill, so that the user doesn’t find it time-consuming and will like to use the site again.
3. USER EXPERIENCE
The issue: A poor landing page or bad experience for a user can be another reason for a high bounce rate of a landing page. Even the design of your landing page is sometimes the cause of a high bounce rate. For instance; a landing page that isn’t appealing, (dull background, no headings, no graphics, etc.) or the page is very difficult to navigate. Then, there are many chances that the user will leave the site on their first interaction. It is also said that 75 percent of User’s judgments are based on the design and looks of one’s landing page. Also, it is seen, that the placement and design of a CTA button bring in another major issue. A lot of times a user misses the same.
The solution to the issue: The design of a landing page should comfort users and appeal to them. A beautifully structured content, with graphics and good background, will make a visitor visit a site multiple time. Also as discussed earlier, a user would not trust any site or landing page for its personal information. Therefore, a design of a landing page should indirectly contribute to building the trust of the users. A CTA button is an important feature on a landing page. The CTA button of one’s landing page should be clearly visible and should be obvious so that users might not miss it. It should stand out from the rest of the page. One can add different colors and designs to it. It should be placed properly and should not look like an ad at first glance to the visitor. For instance; using a totally highlighted font color for the CTA, place it in a manner that the user automatically sees it and visits the site for another interaction.
4. CROWDED COPY
The issue: Another main issue of a high bounce rate is confusing pages or copies. If a landing page is overcrowded and is full of unclear information, or is confusing, then it may lead to limit the user’s first and final interaction only. Copy has a very significant role in the bounce rate. Users may get frustrated and confused with the unclear messages or the content and may not visit the site for the second interaction.
The solution to the issue: To make your visitors connect to your landing pages and do not get confused. One needs to use heading, bullets, and other visual elements throughout the content. It is obvious that one does not need many copies on a landing page. To make the visitor connect and visit again, one needs to have a good starting of the page and should make sure that there are no errors, proper grammar, and short small informative sentences throughout the page. This leads to proper clear information to the visitors of the site. Therefore, brings back the attention of the user for the second interaction.
The issue: Another main issue for the high bounce rate of a landing page depends on the speed of the page. If the page takes too long to load then, a user might not stick around for a longer period of time. Everyone wants to utilize their time to the fullest. A user will not sit for a minute or so for your page to load. According to researchers, more than 80% of visitors expect pages to load in three seconds or less. The delay in loading a page will subsequently decrease the number of visitors visiting a particular site.
The solution to the issue: Loading a page in three seconds or less can really make a difference in the bounce rate of the page. One can always test their page’s load time by using Google’s PageSpeed Insights tool. This tool rates a page’s speed and suggests various technical ways of improving it. One can also refer to the following points to reduce the loading time of a landing page:
I. Compressing of file
II. Removal of unnecessary code
III. Reducing many redirects options
IV. Upgrading one’s server
V. Use browser caching
One can also use page speed optimization services for improving the same. By improving the loading time of the landing page, one will definitely see a fall down in the bounce rate on their landing page.
6. UNQUALIFIED TRAFFIC
The issue: A lot of times there are many visitors which aren’t a part of your targeted audience. The targeted audience is the chosen visitors for whom you have created the site. Therefore, if the visitor isn’t from your targeted audience, they might not show up another time. This unqualified traffic creates a very high bounce rate for your landing page.
The solution to the issue: One really needs to be very picky about the keywords and ads they are showcasing. The right words or ads will bring only the targeted visitors to your site. One needs to have good knowledge about the targeted visitors and can also fix the issue, by ‘audit your PPC strategy' and tracking bounce rate through it.
7. TECHNICAL ERRORS
The issue: A high bounce rate also occurs due to many technical errors. Spending more than two seconds on a page becomes unusual and abnormal for the users. The occurrence of retry or browsing again may offend a user and might not visit the site for another interaction.
The solution to the issue: One can try multiple browsers and recheck the problems of displaying the error message. The technical issue can be overcome by strategic web designing and completing each step accurately. One can also use Friendly test tools on the mobiles or the laptop.
Altogether, one should always remember the importance of landing pages for their website and should be very picky about navigating ads or links. A recently launched website or a new product is presented on a website with a lot of hopes. Hopes, as if people will visit the site again. To keep up with the technical world and with low bounce rates for a landing page, one needs to follow the above-mentioned points and should also consider the several solutions to fixing high bounce rates of landing pages. Overall, one should always aim for a low bounce rate of landing pages. These are an important source of marketing, they form a very effective PPC strategy, income and can drive traffic to the site. Therefore, helps one in building their overall brand.