Have you ever discovered a pub new to you, and known, very quickly, after you’d walked in, that you shouldn’t order anything there? Then, very shortly after, walked out? Every day people have this same experience on your website.
Your website ‘bounce rate’ is the percentage of people who visit your site (like visiting the pub) but then leave without engaging with any of your content (they don’t sit down and order a pint.)
This article on Landing Page Etiquette will help you become aware of reasons why potential customers are not staying and engaging with your content.
Landing pages load under 2 seconds.
Don’t bombard people with intrusive ads that distract from your primary call to action.
No one enjoys going to a page and having to watch an auto-playing 30-second video that is on full volume. Intrusive advertisements will reduce the reputation of your landing pages and diminish the value of your content in the eyes of your visitor. If your site is ad supported make sure that the ads are relevant to the visitor and related to the material on the page.
Visitors can quickly find what they are looking for.
Headlines and subheadings help visitors scan blocks of text quickly. Making sure that your text is found in the right sections with the correct headlines and subheadings will increase the chance of a visitor engaging with your content and not bouncing. Visitors can quickly scan blocks of text when looking for useful and engaging content, but they will not spend a lot of time trying to locate it.
Send the right people to your landing pages.
It’s important to make sure that you drive the right traffic to your landing page. Anyone can drive traffic to a website, but it’s important to ensure that it’s the right traffic, are they within your target market? The right traffic will almost be able to predict what your landing page says because they’ll be expecting it. You’ll earn their trust and their conversions.
Spelling and grammar have been checked.
Having a landing page full of spelling mistakes and poor grammar will just give people an excuse to bounce instantly. Visitors are looking for any reason to keep their money and not buy what you’re selling. Try using a proofreading service, my favourite is Grammarly or employ someone to review everything you’ve written before it goes live. This will minimise the chance of someone being put off of your website and increase the chance of them engaging.
The content provided is high quality.
The quality of the content on your landing page goes beyond grammar and spelling. The content needs to communicate to the visitor that you understand their problem, you have a solution that can solve it for them and they need to take the following step.
The text is clearly readable across devices.
Unclear and distracting elements will cause a visitor to bounce, for example, red text on a black background will not read well, and certain kinds of fonts are also difficult to read. People scan content quickly online, so they will not want to work just to read lines of text. Keeping a consistent colour theme and brand identity will help to prove the credibility of your website, and therefore make someone less likely to bounce.
The page is designed well, so it promotes trust.
Pages with bad design, few graphical elements and poor layout tend to provoke high bounce rates. A good design may not guarantee a good conversion rate and a higher number of people engaging with your content, but a poor design would definitely decrease the chance. Avoid using lots of attention grabbing images that make the landing page look cluttered and overwhelming, distracting images lower a page’s readability and increase the bounce rate.
Avoid creating the feeling of being scammed.
Within the first few seconds of arriving at a website, visitors will automatically scan for content and design elements that communicate credibility and safety. If the visitor is not convinced that the site is credible, reliable and safe for any reason, they will bounce from the page within the first few seconds of arriving.
Have a clear next step for the visitor that doesn’t make them choose.
Having a clear call to action means the visitor knows quickly what their next step should be and where it is on the page. This will decrease the possibility of someone bouncing due to not knowing what to do next.
Avoid asking for too much information that you aren’t going to use right away.
As a general rule, you should not be asking for information that you are not going to actually use to help the potential customer on the next step of their journey. Asking for too much information will increase the chance of someone bouncing as it can appear intrusive as well as time-consuming for the visitor.
Make sure you are ready for the “mobile first” world.
People don’t want to have to scroll, pinch, and zoom around to fill out opt-in forms and view your landing page, make sure your site is responsive!
Feel free to get in contact if you have any questions! Call us on 01884 308091 or email firstname.lastname@example.org.