You can never go wrong with landing pages as an important digital marketing tactic. Sure enough, effective landing pages can help you secure better conversion rates. Aside from that, landing pages are also highly effective lead generation and market research tools.
In order to realize their full potency, however, landing pages should be crafted specifically for a certain purpose, which is to engage your audience and get them to make a decision. You’ll know this for sure simply by looking at key metrics such as conversion goals and acquisition data.
But there’s also one metric you shouldn’t dismiss as inconsequential, and that is the bounce rate.
To put it simply, the bounce rate refers to single page visits or when users don’t stay long on your site and bounce away. The higher the bounce rate, the less you’re likely to make a sale through your landing pages.
High bounce rates are not exactly a pretty sight, so you need to make sure you apply the right measures in keeping your bounce rate low. Here are tips to get you started:
- Optimize your site speed
If there’s one thing that annoys today’s online users the most, it’s slow-loading pages. We’re living in a world where communication is supposed to be instant. Sure enough, having a landing page that takes more than three seconds to load can actually hurt your campaign.
You can easily avoid this by limiting your HTTP requests and maintaining a lightweight design. With these tips in mind, you can significantly cut your loading time by a wide margin. On that note, you will need to make sure your IT infrastructure is working properly so you can fine-tune your website at any given time. You can also opt for a company that specializes in providing managed IT services based on the needs of your organization.
- Make it consistent
The main reason behind high bounce rates is oftentimes the content itself. Before users are directed to your landing page, they click on a link that should tell them what to expect. Sure enough, they will immediately leave your landing page if its content is far from what they initially expected.
This is one situation you may want to avoid when creating landing pages. Consistency is the key here, and if you want to reduce your bounce rates, you will need to align the content of your landing pages with your messaging at the other end. So, if you’re offering a special discount for a home cleaning service, you need to give your audience an idea of what to expect. For this example, you may opt to include a CTA that says “Get a free discount offer. Sign up now!” This is subtle but effective nonetheless.
- Tailor-fit for your target segments
If you’re offering a product or service to a particular niche, you may want to craft your landing page content based on the preferences of your target segment.
If you’re running a PPC campaign, you may need to bid for niche-specific and long-tail keywords that can drive quality traffic to your landing page.
Remember – you can rely on the user analytics and data which you get when you sign up with Sunny Landing Pages. If you are a small online business, get a blow by blow account of each visitor, each visit and each event on your landing page. It’s powered by Funnel Data.
The trouble with Google analytics is that it’s not suited for granular analysis and actions.. so you’ll need your own tools to get you going on your funnel analysis and decreasing landing page bounce rate.