How to fix my landing page bounce rate

Let’s start with a definition here, just to make sure we’re speaking about the same thing. The concept of “bounce rate” is sometimes misunderstood, even though it is essential to understand how your users are behaving on your website and get a better understanding of your global conversion rate.

A “bounce” is a single-page session, with no interactions. Think about it as the basic behaviour of someone who is not interested by your offer. When landing on your website, he/ she exits right away.

That means, the lower your bounce rate is, the better. Because with a lower bounce rate, it just means that more people are engaging with your content, visiting pages on your website, etc.

However, someone who just exits your page right away, without even scrolling, is not someone who read your content, spent 2 minutes on your page and scrolled until the very end, right?

In order to fix this landing page issue, it is necessary to break down this bounce rate, and measure exactly the % of visitors who leave your website without reading or seeing anything.

5 rules to fix your bounce rate

Measure your exact bounce rate

What we usually do here is to exclude from the calculation people who spend some time on the page and/or who scroll to a certain point. 

For this, you can add a Google Analytics Event for scroll through Google Tag Manager to have a better understanding of your “real” bounce rate. It does look like this

Focus on what they’re seeing

Make your ‘above the fold’ content better: Without scrolling, people should understand what you do — and why it’s a fit for them.

Your above the fold content is key here: it’s what people are seeing on your page before they even scroll a bit. It’s their first impression, and it should be concise and unique at the same time. Visitors need to understand what you do and what they will get, so they’re incentivized to scroll, click or read further.

Focus on what they’re reading

Take super special attention to your copywriting: make it specific for your target users AND unique for your company, with a clear call-to-action.

Again - that’s related to our previous point about the “above the fold” section, but your whole bounce rate issue is about this section. So make it clearer, and then do it again.

Reduce your loading time

Nothing is more frustrating nowadays than a slow website, especially for something new you just discovered. With more than 3 seconds to load - you’re already losing a lot of opportunities and people might just close your page before they even see a word or a picture.

Here are our tips to make your website loads faster. The probable causes? Your images sizes and format, special fonts, useless scripts. Review them and you’ll win a few seconds back, lower your bounce rate and get these leads.

Breakdown your bounce rate

Don’t forget, your “overall” bounce rate is just an average. Make sure to look at it page by page, because it’s where it matters.

But on top of that, there are several analytical breakdowns you need to do to ensure you are understanding it well (and if you do… it’s easier to take action). 

While looking at it for a specific page, make sure to differentiate your mobile vs. your desktop bounce rate. There’s a high probability these two scores are different, and the result will tell you where you should put your focus.

Also, make sure to breakdown your referrers - the bounce rate usually varies a lot. Why? Because visitors coming from social media might not behave or understand your offer the same way as those coming from email/organic/paid. For those who underperform and have a high bounce rate, this is a signal that you need to create another landing page, specifically for them.

These are the essential breakdowns you need to analyze every time. The others depend on your business, but we found those interesting in some cases: Country, Day of the week, 

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