- It’s not to convince someone to buy from you.
- It’s not to establish trust.
- It’s not to provide information.
- It's not to build your brand.
It’s also not to convince someone to fill in your form, download your white paper or subscribe to your newsletter.
These things are all important. They are jobs your landing page might have to do at some point, but they’re not its first job.
The first job is to beat the back button. To stop your visitor bouncing off the page.
To know why people bounce, know when they bounce
Most people decide whether to stay on your site or bounce back to the search results in the first few seconds. This is not a well-considered assessment, it’s a snap judgement.
The searcher can afford to make a snap judgement. The cost of making a mistake is tiny: there are hundreds of alternate sites two clicks away.
But for you and I, the cost of them leaving is much higher. It's the cost of the ad that brought them to the site and the missed opportunity of winning their business. We've got to get this right.
Three ideas to reduce landing page bounce rate
Make the page lightning fast.
The clock starts ticking when the searcher clicks on your ad. The page should be readable and stable in the first few seconds. Try Google's PageSpeed Insights to see how how fast your page loads.
Tell your visitor that she's in the right place.
This might need a bit of an explanation ...
Your visitor started out with a problem - say she wanted a new battery for a forklift. She searched Google and saw your ad. It offered a solution to her problem so she clicked it. Now she's on your page.
She's about to decide if it's likely that she'll be able to buy a new forklift battery from you without too much hassle.
There are only two seconds left on the clock.
She's got time to glance at your headline. That glance isn't long enough to make the mental connection between what she wants - a forklift battery - and headlines like:
- "Forklift spares and accessories"
- "Snoffit & Wilson forklift suppliers"
- "Commercial vehicle batteries"
It needs to be utterly obvious: "forklift batteries" or you're going to lose her forever.
Make the site look easy to use.
People form an impression of your site without really looking at it, in the same way you get a feel for a room as you walk past the open doorway. Is it full of granny-clutter: ornaments, piles of old Women's Value magazines and cat hair on the carpet? Or does it look clean and airy like an Apple store?
Want higher conversion rates?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form.
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You're already paying for clicks. Now turn them into conversions.
Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
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Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How long should your landing page be? The answer isn't a number.
Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads
. The way people read websites hasn't changed...
Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe.
That struggle is over.
Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.
I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
It’s not to convince someone to buy from you, establish trust, build your brand or educate your customer. Those things are important but they're not the first job. The first job is ...