Whether you are trying to promote your products and services or simply looking to capture contact information for later use, your landing pages are one of the first things that many visitors will see on your website. Optimising these landing pages is an essential part of generating leads and conversions. One of the best ways to do this is to reduce your bounce rate. While there will always be a small amount of recorded bounces on any given page, if you notice a large percentage of your visitors are bouncing, you could be losing potential business. These five tweaks will help to lower the bounce rate of your landing pages and improve the potential of your websites.
1. Customise Your Landing Pages for Each Campaign
Most often, landing pages are used when linking from another site or service. This means that your landing page should directly relate to the anchor text or ad copy used with the link. This creates a seamless experience for the viewer and increases the chance of them following through with your intended actions. By creating generic landing pages or failing to integrate offers and products mentioned in links to the page, you create an opportunity for the customer to miss your provided information or lose interest. When this happens, they move on to another site. If the experience is bad enough, they could avoid your site for future visits as well.
2. Optimise Your Landing Page Headlines
From the moment that a potential customer clicks the link to your landing page, you only have a few seconds to make an impression and keep their interest. In many cases, the headline to your landing page is one of the first things a reader will see. Though there is no secret formula for the perfect headline, there are a few guidelines to consider:
- Be concise: The headline should be a short, clean and to the point.
- Be engaging: Offer benefits, tell the reader why they should choose your site and suggest a course of action.
- Be specific: Your headline should relate directly to your page, product and company.
Ideal items to include in your headlines include recent awards, current promotions and product or service benefits. If your headline is weak, the reader could lose interest before even viewing your copy or browsing your site. Make sure that your headline is prominent in your page design and stands out for the greatest impact.
3. Use Quantifiable Information
Be specific with your claims. Quoting percentages and verifiable facts can improve credibility, create trust and establish authority. Numbers and figures are also often easy to pick out when quickly scanning over a site and may help to catch the reader’s attention.
4. Include a Call to Action
If you want a reader to submit their email address, click a link or buy a product you should tell them. Time and time again, studies show that suggesting the idea to the customer will often improve the chances of the action being performed. Make the call to action a major part of your landing page copy and make the action easy to perform.
5. Conduct Split Testing
Most major analytics suites make it easy to conduct split testing. Create multiple copies of an intended landing page and see which ones work best with your demographic. Something as simple as image placement or headline design can make the difference between a failed landing page and a great success.
About the Author: Julianne Parrish is a mother of one beautiful daughter. She loves spending time with her and catching up on reading otherwise. Julianne also likes reviewing sites like Optiva, which specialise in custom LED signage.