Here are some reasons people fail to stay longer on your landing pages and choose to close the window.\u00a0
Along with the causes of the problem, we have also suggested the remedy to resolve it.\u00a0<\/p>\n\n\n\n
1. You are attracting the wrong target audience<\/h3>\n\n\n\n
This point is particularly relevant in the case of your ads. Where you are displaying your ads, which keywords you are targeting, what kind of parameters you have selected \u2014 all these factors will bring traffic to your landing page. <\/p>\n\n\n\n
Now, if you have placed your ad on an irrelevant website just because they have a low fee, you won’t be able to bring quality traffic to your landing page. The same holds if you have chosen the wrong keywords to target for your PPC ad.<\/p>\n\n\n\n
How to fix it:<\/strong><\/p>\n\n\n\n Always take help from the SEO team to suggest the right keywords and bid accordingly. Optimize the landing page based on those insights. It will help you avoid wasting the PPC budget and get engaged traffic on the page. In addition, you must create elaborate customer personas so that the visitors you attract are more interested in the products you offer.\u00a0<\/p>\n\n\n\n Of course, you might not have done it deliberately. But it is still likely that your landing pages come off as misleading. That\u2019s the #1 reason your landing pages see a high bounce rate. Remember that the user has visited your landing page after clicking on a PPC ad, an organic search result, an email link, or social media post. At that instant itself, they make up a picture of your brand in their mind. <\/p>\n\n\n\n Suppose you have followed all the copywriting best practices while drafting the landing page copy. Despite that, if the user bounces off, it implies that you could not stand true to their expectations.\u00a0<\/p>\n\n\n\n How to fix it:<\/strong><\/p>\n\n\n\n Make sure your source, landing page copy, visuals, and CTA are perfectly in sync with what the users are looking for.\u00a0 On searching for the term \u201cTime tracking tool\u201d, I came across this ad by WorkComposer. The ad features everything that I am looking for in a tool.<\/p>\n\n\n\n So, I click on it and land on this landing page.<\/p>\n\n\n\n Now, that\u2019s exactly what I had expected \u2014<\/p>\n\n\n\n As it addresses the reader\u2019s requirements, it will encourage them to take action and prevent them from bouncing off.\u00a0<\/p>\n\n\n\n Your visitors are busy people. So, if your lead capture form has too many fields, it will frustrate the user and increase the bounce rate. It is understandable that you need more information to personalize your communications. But, avoid doing it at the initial stage to decrease the bounce rate.\u00a0<\/p>\n\n\n\n How to fix it:<\/strong><\/p>\n\n\n\n Get your sales and marketing teams together to decide how they want to approach the leads and what information they would need. Accordingly, you can build your lead capture form with the necessary fields. <\/p>\n\n\n\n Let\u2019s assume that you have <\/strong>to collect data for 8-10 fields. How will you go about it?<\/p>\n\n\n\n The answer is: Create a multi-step conversion process and ask for the information in stages. <\/p>\n\n\n\n Alternatively, make the offer more enticing for the reader. As a thumb rule, the offer must be greater than or equal to the kind of information you are requesting from the reader. <\/p>\n\n\n\n Take a look at this example by Hispid Books.<\/p>\n\n\n\n Initially, they ask only for the email address to get the user started.<\/p>\n\n\n\n <\/p>\n\n\n\n In the next step, they show the registration form asking for the user\u2019s first name, last name, email, and password. They have also given the option to log in through Google which is a more convenient way to ensure lead collection.\u00a0<\/p>\n\n\n\n <\/p>\n\n\n\n Having too many elements on the landing page will make it difficult to navigate. As a result, people will be unable to find the information they are looking for and bounce off. A cluttered landing page will overwhelm the readers and distract them from taking the action.<\/p>\n\n\n\n How to fix it:<\/strong><\/p>\n\n\n\n Here are some best practices that will make your landing page easy to navigate.\u00a0<\/p>\n\n\n\n a. Choose the font size and font face in such a way that the copy is easy to read. The safest bet is to use sans serif fonts and 16 px size. The advantage of using sans serif fonts is that they are easy to read even if the font size is small.\u00a0<\/p>\n\n\n\n b. Refrain from using any fancy fonts that are difficult to read and make the landing page less accessible.\u00a0<\/p>\n\n\n\n c. Write the copy suitable for a 6th-grade student. You can use the Hemingway App Editor to check for readability.<\/p>\n\n\n\n d. Avoid using fancy language and jargon.\u00a0<\/p>\n\n\n\n e. Have a clean layout that follows the principles of visual hierarchy. Make the page as easy to skim through as possible.<\/p>\n\n\n\n f. Use formatting features like \u201cBold\u201d, \u201cItalic\u201d, and \u201cUnderline\u201d, and set proper color contrast to draw attention to the right places on the landing page like headline and CTA.\u00a0<\/p>\n\n\n\n g. Carry out the squint test and see whether the important elements of the page stand out and help convey the message. Google suggests that the probability of a mobile site visitor bouncing increases 123% when page load time goes from 1 to 10 seconds. The same holds for your landing page. The longer your page takes to load, the higher will be the bounce rate.<\/p>\n\n\n\n Take a look at these figures to understand the correlation between loading time and bounce rate:<\/p>\n\n\n\n Moreover, the first 5 seconds of page load time are crucial for conversion rates. With every additional second of load time, the conversion rate falls by an average of 4.42%.<\/p>\n\n\n\n How to fix it:<\/strong><\/p>\n\n\n\n You can improve your landing page speed in several ways as discussed below:<\/p>\n\n\n\n 1. Have few page elements<\/strong><\/p>\n\n\n\n Google has discovered that 70% of the pages they tested were more than 1 MB, 36% were over 2 MB, and 12% exceeded 4 MB. If you are using a 3G connection, 1.49MB takes about 7 seconds to load. The load time delay can be attributed to multiple page elements like visuals, buttons, interactivity, and text. Ultimately, people will leave your landing page while it is still loading<\/p>\n\n\n\n 2. Set the expectations right<\/strong><\/p>\n\n\n\n Before designing and coding the landing page, decide on its loading time. Choose the elements that do not take too much time to load. The best practice is to use visuals judiciously and not just for the sake of it. The favicons, logos, and product images eat up two-thirds of the landing page size. According to research, pages that converted leads had 38% fewer images in comparison to pages that couldn\u2019t convert. It is advisable to use an image compressor tool if you have to include multiple images on your landing page.\u00a0<\/p>\n\n\n\n 3. Use JavaScript only if needed<\/strong><\/p>\n\n\n\n JavaScript causes a delay in the loading time by stalling the HTML code parsing. Instead, you can use AMP for websites to make sure that there are no loading issues. <\/p>\n\n\n\n Read more here: How to increase the loading speed of your landing page?<\/a><\/p>\n\n\n\n The aim of your landing page is to encourage people to take action and convert. That\u2019s why your CTA is the most important element of the landing page unless the objective of your landing page is simply to educate the readers and let them leave. <\/p>\n\n\n\n How to fix it:<\/strong><\/p>\n\n\n\n Never hide your call-to-action. Make it instantly noticeable by taking the squint test yet again. If your CTA is barely visible, it\u2019s time to change it. You can do away with the navigation bar on the landing page and make it more focused on the offer you want to promote. <\/p>\n\n\n\n Here\u2019s an email landing page example<\/a> that focuses on corporate gifting without any distractions.<\/p>\n\n\n\n2. Your landing pages seem to mislead the readers<\/h3>\n\n\n\n
Take a look at this example to understand better.<\/p>\n\n\n\n![\"ad](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/ad-by-WorkComposer.png\")
<\/figure>\n\n\n\n![\"WorkComposer-landing](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/WorkComposer-landing-page-1024x576.png\")
<\/figure>\n\n\n\n3. You have a loooooooong form\u00a0<\/h3>\n\n\n\n
![\"Hispid](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Hispid-Books-landing-page.png\")
<\/figure>\n\n\n\n![\"Hispid](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Hispid-Books-landing-page-inspiration.png\")
<\/figure>\n\n\n\n4. The landing page is tough to navigate<\/h3>\n\n\n\n
Squint test: Narrow your eyes and look at the landing page from a distance to evaluate the page for readability.<\/p>\n\n\n![\"We](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/10\/2-1.jpg\")
<\/a><\/div><\/div>\n\n\n\n5. Your landing page takes too much time to load<\/h3>\n\n\n\n
![\"loading](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/loading-time.png\")
<\/figure>\n\n\n\n![\"Bounce](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Bounce-rate.png\")
<\/figure>\n\n\n\n6. The visitors are unable to figure out what action to take.<\/h3>\n\n\n\n
![\"Email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/email-landing-page-example.png\")
![\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/07\/Content-Verve.png\")