When looking to optimize your landing page, a high bounce rate is the metaphorical canary in the coal mine—a clear indicator of underlying issues that are standing in the way of conversions. If your page analytics reveal a high bounce rate, you’re far from alone—the average post-click landing page sees as many as 9 out of 10 visitors bounce. Fortunately, it’s a problem you can usually resolve by addressing common issues.
What is a post-click bounce?
A bounce happens when a visitor leaves your site without completing an action. On a general website, bounces are single-page visitors who leave before viewing any other parts of the website. Sometimes, single-page visitors are typical—on pages with long blog content, for example, it’s standard to see a high bounce rate, and in these cases, it may not indicate that something’s not working.
On post-click landing pages, a bounce means someone left before completing the desired conversion action, such as buying a product, completing a form, or signing up for additional communication. In this situation, a high bounce rate means you’ve spent your advertising budget bringing people to a landing page that doesn’t convert them. A high post-click bounce rate is a strong signal your campaigns are underperforming and in need of optimization in order to improve conversions.
How high is too high? Averages vary by industry and website type, but most post-click landing pages see bounce rates of between 60 and 90%. If you’re seeing bounce rates below these averages, well done! But even if you’re within the average range, you can probably reduce your bounce rate further with the right optimization.
Read on to learn a few tips for reducing your bounce rate and improving your ROAS.
Focus on user experience
Your page must achieve a baseline functionality level before you can effectively sell. If the user experience is subpar, visitors are likely to leave your page before they even get to your offer or CTA.
User experience, or UX, encompasses various factors related to design and functionality. Layout, formatting, content hierarchy, readability, and interaction design are all essential considerations that impact the user’s experience of your landing page. Mobile users interact with information differently from desktop users, so you’ll also want to ensure you are optimizing the UX for each device type.
Usability testing will help you understand how users interact with your site and identify obstacles that may be preventing them from accomplishing a goal. Fixing any design-related issues that are adversely affecting your landing page UX will help reduce your bounce rate.
But the most common UX offender causes users to leave the site before they notice any of these other factors—that problem is page load speed.
Improve your page speed
When landing pages take too long to render, users become frustrated and are likely to leave before the page has fully loaded. Every one-second delay on a slow-loading page directly correlates with an increase in bounce rate. You can check your page load speed using free tools such as Google Page Speed Insights, Test My Site, and GZIP Test, among others.
If your load speed is subpar, you can make several optimizations to improve it, such as removing unnecessary code, compressing imagery, limiting the use of Flash, and incorporating asynchronous loading (which delays loading of massive page objects until the moment they are necessary).
Depending on the underlying cause, the fix for slowly loading pages may be relatively straightforward. If there are multiple factors, you may need to recode the page, which can be a time-consuming process. Tools such as the Thor Render Engine can automate the process by diagnosing and then recoding the page to achieve optimal benchmarks for speed and responsiveness.
Target the right audience
While it may be tempting to cast a wide net and drive the maximum traffic to your landing page, it is a much more strategic practice to segment your audience and focus on driving only the right traffic. If a visitor lands on your page and finds it isn’t relevant to their intent, they will leave—and then you’ve wasted your ad spend.
To ensure you’re targeting the right audience, start by conducting user research and compiling customer data. From a broad understanding of your prospective customer, you can then segment them into smaller groups and develop customer personas, which will enable you to create highly targeted, relevant content and offers.
Ideally, each audience segment should have a separate landing page. You can then conduct A/B testing on different content or design elements for each audience to further refine relevance. This process may seem like a lot of extra work, but it will pay dividends in the form of lower bounce rates, better conversions, and improved ROAS.
If you’re confident in your audience segmentation and have optimized your UX, but your bounce rate is still high, it may be an issue of relevance. When visitors come to a page expecting something specific and don’t find it, they bounce—even if they’re your ideal target, and even if the page is well-designed.
The prevalence of algorithms to deliver highly personalized experiences has led us to expect that same level of relevance from all our online interactions. Customers assume advertisers will serve up relevant products, services, and information based on their preferences and previous behavior— even if they have not actively shared their data.
To achieve this degree of relevance, you need to aim for 1:1 personalization. Even if you’ve carefully tailored your pre-click ad messaging, if you’re sending visitors to a generic landing page, they will experience a disconnect and bounce. Creating a 1:1 personalized landing page experience requires a significant resource investment, but it pays off. Studies from Google show that when ads have only a few meaningful relevance components, they can see double-digit increases in purchase intent and click-through rates.
Reduce bounce rate with fully optimized landing pages
High bounce rates are the biggest barrier to conversion. Sometimes, you can solve the problem by addressing a single issue. More often, it’s a combination of factors, which can be complicated to resolve, especially for small teams working at speed. Instapage is here to help. We offer three different plans to help take the stress out of building, optimizing, and converting—helping you to create better landing pages and see better results. Learn more about Instapage and schedule a demo here.