You only have 15 seconds to capture someone’s attention. It rings true at job interviews and social events as much as it does on your landing page.
According to a recent study, 55% of the visitors who land on a page spend less than 15 seconds reading the content before clicking away. To put this into perspective, for every 150 new visitors, about 82 of them will leave after the first seconds without taking any action.
This numbers may sound terrifying, but the significance behind them can help identify the mistakes you are making on your landing page and address them. You see, the way people read content and engage with websites has changed. You can’t create a poorly designed page anymore, write low-quality content, add a click-bait headline and get away with it. Something has to change.
Here are four simple tips that can help you reduce your landing page bounce rate.
1. Reduce Page Load Time
Internet users are extremely busy. There are tons of articles waiting for them to read, videos to be watched and cat memes to be laughed at, so why should they wait for your page to load? According to one study, 40% of new visitors will abandon a site if it takes more than three seconds to load and 44% of them will tell a friend about the bad experience. Bad news spreads fast indeed.
Stop paying so much attention to the aesthetics of your landing page and focus on improving its performance. Reduce the number of plugins that embellish your page. Remember, users appreciate a working site more than a good-looking one.
2. Pay Attention to Design
Another important aspect of your landing page optimization concerns its design. You need to attract visitors, but you also need to know how to keep them on your website. The design has become a prime indicator of quality, so make sure your website looks professional – you can take care of that yourself, or you can look for fast, efficient website design and marketing solutions.
Good design means your landing page is easy and logical to navigate. It also offers users the possibility of searching for various items, and it presents relevant content in a very clear, coherent way. In other words, your landing page needs to be designed for users and make their browsing session as enjoyable as possible.
3. Optimize for Mobile Users
I don’t know about you, but I spend a lot of my time browsing online content from my smartphone. If a page is not optimized for mobile, I click the back button instantly.
As more and more people switch to mobile devices over desktop computers, making sure that your landing page is responsive has become mandatory. That said, you need to take mobile marketing strategies into consideration as well. For instance, since smartphones and tablets are one-to-one devices, you need to make sure you deliver personalized communication on your landing page to get more people to convert.
4. Create High-Quality, Relevant Content
Your blog or product or service is fairly new on the market. So, while you spend time and effort trying to come up with catchy taglines, you visitors are just trying to figure out who you are and what you can do for them.
Nobody is going to subscribe to your newsletter or buy your products if they don’t understand your offer. And, if you think visitors are going to spend their precious time trying to figure out your message or to look you up, think again.
One of the simplest ways to reduce your landing page bounce rate is to produce content that is fresh, unique, and most importantly, relevant to your audience needs. Always make sure that the content you provide on your website is relevant to the keywords you use. Put yourself in your users’ shoes and imagine what their objective is when searching for a specific keyword.
When your landing pages load poorly, have irrelevant content, and look bad, you can expect people to bounce and never return. Fortunately, there are things you can do to improve user experience and get people to stay a little bit longer on your page and maybe even convert.