Do your landing pages convert? Or do users bounce before they click on your call-to-action or fill out your form? If the bounce rate of your landing page is too high, this is the blog post for you. Here you will learn seven causes of high bounce rates on landing pages and how to fix them.
What does the bounce rate of a landing page show?
The most common example of a second interaction is clicking on a link that takes the user to another page on your website. This interaction can also be filling out a form, clicking a CTA button, or some other conversion-related action. The bounce rate of a landing page is therefore the percentage of visits that did not result in a second interaction. This means that the lead did not result in a conversion.
What is a good bounce rate for a landing page?
For some types of pages, a high bounce rate is even of advantage. For example, a high bounce rate on a blog post may indicate that the content clearly and thoroughly answers the reader's question. The importance of bounce rate depends on the goal of the page.
For landing pages, you should aim for a low bounce rate. A low bounce rate indicates that a high percentage of users have converted. This means that the goal of the page has been met.
So what is a good bounce rate for a landing page? It can be helpful to compare your data with benchmarks. According to QuickSprout, the average bounce rate for landing pages is between 70 and 90 percent. However, analyzing your own bounce rate is more useful than benchmarks. Aim to consistently improve your existing bounce rate on landing pages.
The 7 main causes of high bounce rates and how to fix them.
Your bounce rate is not what you want it to be? What could be the cause and how do you fix the problem? That's what you'll find out now.
Problem 1: Technical errors
If your bounce rate is unusually high, the page may not be correctly displayed. Test the page on different types of devices and browsers, and watch for error messages when displaying the page. Navigate from your ad to the page to see if that's where the problem is. If the bounce rate is high only on mobile devices, check your page with Google's Mobile-Friendly Tool.
Problem 2: Your visitors' expectations are not met
One reason for a high bounce rate is that the user doesn't get what he expects on the landing page. This behavior is often due to a mismatch between the ad text or link and the landing page itself.
For example, let's say an ad offers users a list of the best new electric cars. However, the landing page prompts users to search for different car models in the area. Visitors keep clicking because the offer doesn't meet expectations.
To fix this problem, check your ad and landing page and make sure that exactly match. Both should cover the same topic. The landing page must offer the visitor what they expect according to the ad text.
It is helpful to use the same or a similar headline, colors, design, or imagery in the ad and landing page. These parallels assure visitors that they are in the right place.
Problem 3: Targeting problems and unqualified traffic
Visitors who don't fit your target audience are unlikely to convert. If your ads are not targeted to the right keywords and users, you will get a high bounce rate on the landing page.
To fix this problem, review your PPC strategy and perform detailed targeting research. Adjust your targeting and track whether your bounce rate improves.
Problem 4: Too much effort for users
Another problem is when your landing page asks too much of the user. A form with countless input fields or one that asks for personal information too early makes the user click on.
For forms with a long list of required information, users rarely take the time to fill out. And without sufficient trust, asking for sensitive information can cause the visitor to click away.
Make sure your offer is worth filling out a form or taking a desired action. As a rule of thumb, ask only for necessary information and make your forms as short and simple as possible.
Problem 5: Poor user experience
The design of your landing page and the user experience also influence your bounce rate. If your landing page is not visually appealing or difficult to navigate, users will leave without converting. A website's credibility is based 75 percent on its design. Users won't give their information to a site they don't trust.
Another source of error is the CTA button. If your CTA button is not eye-catching enough, visitors might miss it. Make your CTA button stand out from the rest of the page with colors and design. Place it in a spot that is easy to see. Make sure that the design and placement of your CTA button doesn't look like an ad at first glance.
Problem 6: Confusing or unclear texts
Text is another landing page element that has a significant impact on your bounce rate. If your page is overcrowded with text or unclear, users will bounce in frustration.
Usually you don't need much text on landing pages, especially not at the top of the page. Start with the most important information and include helpful details further down. It's important to make your text scannable using headings, white space, and visual elements. Of course, you should also ensure proper spelling and grammar, avoid typos, and get your message across clearly. Proofreading is essential for landing pages!
Problem 7: Slow page speed
A common problem for landing pages is the speed of the page. If your landing page takes too long to load, visitors will quickly bounce. Most users expect pages to load in three seconds or less.
There are numerous things that will make your website faster, including:
1. compress your files.
2. remove unnecessary codes.
3. use browser caching.
4. reduce your redirects.
5. upgrade your server.
A faster load time by just one second can lead to a significant increase in conversions. Use PageSpeed Insights from Google to test the loading speed of your page. The tool evaluates the speed of your page and offers suggestions for improvement.
Conclusion
A faster load time by just one second can lead to a significant increase in conversions. Use PageSpeed Insights from Google to test the loading speed of your page. The tool evaluates the speed of your page and offers suggestions for improvement.