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Why Is My Landing Page Bounce Rate So High?

Why Is My Landing Page Bounce Rate So High?

You work hard to drive paid traffic to your post-click landing pages. Despite these efforts, many businesses struggle to create sticky content that converts. Landing page conversion is the goal, but high bounce rates are far more prevalent. 

A bounce before conversion means a user left before completing a form or navigating to another page; in other words, single-page visitors. As many as nine out of 10 visitors bounce from the average post-click landing page. High bounce rates leave many frustrated marketers asking what they can do to improve their efforts.

What is a good landing page bounce rate?

Your ideal bounce rate depends on your page type and purpose. It’s typical for some web content to have a higher bounce rate. Blogs, for example, serve a specific purpose; users spend time reading a post, find the info they need, and then leave. In contrast, post-click landing pages always have a goal of conversion. 

According to QuickSprout, the average bounce rate on post-click landing pages is between 70% and 90%:

Bounce rate benchmark

If landing page visitors are navigating away from your pitch and escaping to less targeted content, that’s cause for concern. In most cases, your goal should be to lower your website’s bounce rate. 

What causes a high bounce rate on landing pages?

Your post-click landing page design is a significant factor in whether your site visitors will convert. However, excellent design alone won’t save your bounce rate if you’re still making some of these other frequent mistakes. When visitors bounce, it suggests the page wasn’t user-friendly, or users couldn’t find the information they needed. This post looks at common landing page mistakes and how to avoid them. 

Untargeted traffic

Your ad targeting should be the first thing you review when optimizing your bounce rate. Even the best offer or landing page won’t perform well if you don’t know your customer. Many businesses fall into the trap of mischaracterizing their audience. Create customer personas based on data, and segment customer types to allow for more personalized targeting.

Slow page load times

Slow page loads are common culprits of a high bounce rate and low time-on-page. Users are increasingly impatient, and their time is precious. The last thing anyone wants to do is wait around for a landing page to load. Research from Google shows pages that take 3 seconds to load have a 32% higher bounce rate than a website that takes 1 second to load:

Google data on slow loading

That probability increases to 90% when a page takes 5 seconds to load. Users who bounce because a page is too slow to load won’t even see your offer. So, optimize your landing pages so they load in 3 seconds or less on both desktop and mobile.

Bad design

Bad design can be off-putting and confusing for customers, while well-designed landing pages are more likely to see conversions. There are many factors in a good or bad design, but less is usually more when it comes to landing pages. An overwhelming or cluttered landing page is one of the most universal design mistakes. Clutter dilutes the effectiveness of your message and can slow down page load time. Landing pages should adhere to web design best practices. Use A/B testing to create a user-friendly design.

Low-quality content

It should come as no surprise that visitors perceive content with errors as low quality. But many businesses don’t realize jargon, complicated, or spammy language also impact quality. Information needs to be easy to read, so both users and Google understand and trust your landing page message. 

Irrelevant messaging

Many landing pages fail because they try to be everything to everybody and end up catering to no one. When visitors are overwhelmed with irrelevant information, they can’t quickly determine what you’re offering, or why it matters to them. Audience segmentation and personalized landing page experiences allow you to reduce information, so your post-click experience is highly relevant to your target customer. Customized landing pages create a better experience for users by delivering the right messaging at the optimal time. 

Intrusive advertisements

Users don’t hate all advertising; after all, they’ve come to your landing page because they are willing to hear your message. But users do hate intrusive advertising, such as unrelated offers, popups, or loud autoplay videos. There are many intrusive ad formats. As a rule of thumb, avoid anything that flashes, blocks the screen, or autoplays on your post-click landing page.

Content overload

The amount of copy you need on a page will depend on your offer’s complexity. Some landing pages need more content than others, but your copy should generally be short and snappy. Big chunks of text are overwhelming, especially if the content is repetitive or irrelevant. Break up your copy into easily digestible chunks, and edit down text and images. Ask yourself what details are essential to persuade prospects to convert, and include only those. 

Poor mobile experience

A great mobile landing page grabs attention, demands action, and gets a conversion. But too often, slow load times, bad design, and content overload adversely affect the mobile experience. Over 50% of global website traffic comes from mobile devices, and usage increases every year. Despite this, many landing pages aren’t responsive, let alone mobile-first. Ideally, you should create a separate mobile and desktop landing page tailored to each device’s journey. Mobile users digest and interact with information differently, so they need specifically designed landing pages.

Unclear next step

Without a clear next step, there’s no way for a customer to convert, leaving even interested visitors bouncing. Simplify your goals and avoid confusion by offering one main conversion option. Include clear call-to-action (CTA) copy and conspicuous  links to the next step. Make sure your visitors don’t bounce because they can’t find your CTA button.

Disjointed ad experience

Customers increasingly expect personalized ad experiences, but they only work well when seamlessly executed. A customized ad is great at increasing click-through, but can leave visitors feeling disappointed or deceived when a landing page doesn’t deliver the same experience. 

Ad-to-page message match is now standard for a tailored experience. But with Post-Click Automation, you can go further with genuinely cohesive campaign experiences. You can create campaigns that match post-click personalization to pre-click targeting parameters. Using a dedicated landing page for every audience, your personalized user experience, headlines, images, keywords, and branding can all match the ad’s message. 

Asking for too much

You’ve worked on the design, improved page load time, personalized your ads, and much more. Getting a customer to convert on your landing page is no easy feat. The last thing you want is to fail at the final hurdle by asking for too much information. Long lead capture forms that ask for too much can be daunting or scare users off. Each additional field you add decreases your odds of converting visitors, especially if the information is too personal or irrelevant. Marketers should stick to essential questions. Otherwise, they risk overwhelming their target prospects. 

For example, this is too much information to ask users who want to register for a free live webinar:

Long lead capture form

Are you ready to improve your landing page bounce rate?

How do your post-click landing page bounce rates stack up? If you’ve found any of these common mistakes in your landing pages, there’s room for improvement. Lowering your bounce rate is essential in the fight for improving conversions and return on ad spend (ROAS).

Postclick helps businesses improve their post-click landing page conversions by leveraging data from millions of landing pages and ad clicks to understand what causes someone to convert. We combine these insights with data-driven design methodologies to create post-click experiences that maximize your ROAS. We want to offer you a complimentary analysis of your ad campaigns. Our team will share insights on how to increase your conversion rates, in addition to a comprehensive competitive analysis. Request your analysis here.

Amanda Haxton
by Amanda Haxton

Amanda Haxton is a content writer at Postclick. She is a journalism graduate from AUT University. Over the last 15 years, Amanda has lived in Auckland, London, and Los Angeles, working with both publications and businesses to support their content and digital strategies.

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