Simply put, a bounce is a single page session on your website. For example, someone clicking an ad to your landing page and leaving before clicking your call-to-action button.
Your bounce rate is the percentage of single-page sessions compared to all sessions on your website. So if 5 out of every 10 people who visit leave before clicking through to other pages on your site, your landing page’s bounce rate would be 50%.
But is that a reasonable bounce rate? If it’s not, what is?
What is a good landing page bounce rate?
A high bounce rate isn’t necessarily bad on certain types of pages. For instance, a high bounce rate on a blog post could show that a user found what they needed and left satisfied.
Yet, if someone visits your squeeze page and leaves after seeing a colossal form, it’s a bad experience that you should improve.
With this in mind, a landing page’s average bounce rate is typically between 70% and 90%.
Landing page bounce rate vs bounce rate
As we mentioned above, there are different bounce rate goals for different page types. But what’s the difference between landing page bounce rates and other bounce rates?
Let’s look at blog posts first.
Ideally, after visiting your blog post, users will navigate to another page on your website. And from there, they’ll enter your marketing funnel. So reducing your bounce rate in this scenario makes perfect sense.
Yet, with a landing page, lowering your bounce rate shouldn’t always be your primary goal. Remember, reducing bounce rates involves getting people to visit another page on your site.
For landing pages, the only page you want users to visit is your thank you page once they convert.
So while a 50% landing page bounce rate might, at first glance, look better than 70%, chances are people are exiting to your homepage through your logo link. In this case, your low bounce rate is detracting from your conversion rate.
With this in mind, a low bounce rate is only desirable if your page is free from external links in your navigation, footer, and logo.
But why should you lower your bounce rate?
Why you should lower your bounce rate?
After taking the above information into account, you’re probably wondering why you should lower your landing page bounce rate.
If you have no outbound links and your bounce rates are still high, it means your page isn’t satisfying enough for people to convert.
As such, you should optimise your landing page to meet your target audience’s needs better and show the value of your product or service.
With improved bounce rates, more visitors will convert into leads and paying customers.
How to improve your landing page bounce rate
Here are some quick high level tips to improve your bounce rate:
- Match Your Page to Your Message
- Understand Your Landing Page Traffic
- Make Your Landing Page Readable
- Use Images to Direct The Eye
- Engage Visitors with Video
- Make Your Form Less Intrusive
- And Don’t Ask for Too Many Details
- Make It Easy to Get In Touch
- Show Your Page Is Trustworthy
- Ensure Your CTA Is Visible and Compelling
- Remove Your Navigation Menu
- Target Abandoning Users
- Optimise Your Landing Page for Mobile Users
- Improve Your Page Speed