Landing pages are an important tool for any online marketing plan. But what if your landing pages are not meeting expectations? And how can you tell?
Because landing pages have a critical role to play in generating traffic for your website, landing page bounce rates need to be monitored on a regular basis to ensure the page is performing well. If the landing page bounce rate is outside your acceptable range, then you know improvements are needed.
Landing page bounce rates need to be monitored on a regular basis to ensure the page is performing well. Click To Tweet
In today’s post, we explore the term landing page bounce rate and examine how to interpret your landing page metrics.
Getting to Know a Landing Page
The What of a Landing Page
If you haven’t heard the term before, landing pages are webpages that someone lands on after clicking a Call-To-Action link.
Landing pages can take many forms. It can be a standalone page designed to promote a single marketing campaign. It can also be a page on your website (such as your homepage or a specific page on your site) that you want to draw attention to.
The Why of a Landing Page
According to Neil Patel, the purpose of a landing page is to increase a website’s conversion rate. If the landing page is doing its job correctly, you should see an increase in the number of new subscribers or purchases. If this occurs, then your landing page is helping the website to meet its marketing or business growth goals.
The How of a Landing Page
Landing pages are designed to be one step in a three-step marketing process.
The first step is comprised of a lead capture such as a social media post, a display ad, or a search engine search using key words that you have optimized for. This step is designed to catch a user’s attention and get them to click on a link. That link then directs the user to the second step, the landing page.
A well-designed landing page will either entice the visitor to become a subscriber or will encourage the visitor to complete a desired action (such as making a purchase). Text and graphics work together to inform the visitor about the offer, but do not bombard them with so much information that it overwhelms them.
The final step in this process is for the visitor to complete the desired action. This can be either to fill out a form or click on the Call-To-Action (CTA) button.
Landing Page Bounce Rates
Reviewing the Basics
As mentioned in our last post, a bounce occurs when only a single page on your website is visited before the visitor leaves your site. According to ConversionXL a bounce can be triggered by the following:
- Returning to search results
- Closing the browser
- Entering a new URL in the address bar
- Following an outbound link
- Staying inactive and timing out the session
- Reading the entirety of a page but not triggering any events, and then leaving
Bounce rates go one step further. They divide the number of single-page sessions by all sessions to get a percentage. It is this number that will help you decide how well your landing page is performing.
Average Bounce Rates
According to Customedialabs, average bounce rates vary according to the type of webpage. Here is a breakdown:
- 0% – 45% for e-commerce and retail websites
- 25% – 55% for B2B websites
- 30% – 55% for lead generation websites
- 35% – 60% for non-ecommerce content websites
- 60% – 90% for landing pages
- 65% – 90% for dictionaries, portals, blogs and generally websites that revolve around news and events
Understanding Average Landing Page Bounce Rates
As you can see, landing pages tend to have the highest bounce rate. While not ideal, its understandable why this might occur.
The job of a landing page is to make the visitor an offer. If that offer is not of interest, the visitor will bounce from the page. There is no universal product that will appeal to everyone, so it makes sense that your offer won’t be accepted by everyone. Therefore, you can expect a high landing page bounce rate.
While lower bounce rates are generally a good thing, lower landing page bounce rates might also be a cause for concern. You need to examine where people are navigating to before you declare your page a success.
If visitors land on your page and then quickly escape using your logo or another means to get to your homepage, this should not be counted as a success. It may look like a success at first because your landing page bounce rate is low. But it means that visitors are not interested in your offer and are moving on. If this occurs, it means your landing page is not doing its job and should be reworked.
Landing page bounce rates may require more analysis than other metrics, but the story it tells is fascinating. What may look at first glance like a glum metric might instead be telling a completely different story. It’s important to look at all the details before you decide if your landing page is doing its job.
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