Starting a new endeavor is always stressful. There are a lot of risks involved, and failure is never fun. Unfortunately, landing page bounce (i.e., people looking at the page and leaving without clicking anywhere else) is the bane of online businesses and services. It’s the internet equivalent of someone seeing an ad in a newspaper, coming into the store, glancing around for a moment, and leaving. Even though Google AdWords is a powerful tool, high bounce rates can happen if not appropriately used.
Google AdWords and Bounce Rates
The internet is such a vast place – bounces are expected to happen now and then because not everyone showing up will want to make use of the site. However, a high bounce rate and lack of conversions from Google Ads should be a cause for concern. Knowing what causes a high bounce rate is the first step towards fixing the problem.
The bounce rate is calculated as a percentage point, so a high bounce rate is not ideal, especially for pages with a lot of traffic. That said, the bounce rate can depend on the site itself. Blogs, for example, tend to have a relatively high bounce rate. Service sites, in contrast, usually have a bounce rate of around thirty percent. So a high bounce rate on a blog isn’t immediately concerning, but one for service companies and products can cause worry.
A significant reason for a high bounce rate is the lack of relevant material. Landing pages should be focused on the goals and products or services the company provides. Blogs can get away with a high bounce rate because of numerous or vague Google AdWords. A service site that isn’t clear about its offerings won’t convert well.
Slow load times can also deter people. If the landing page takes forever to load, visitors are unlikely to keep looking around the site, especially on mobile devices. Low loading speeds these days are measured in mere seconds, as modern users don’t have the patience of dial-up users from the past. A loading period of ten seconds can create a massive bounce rate, so make sure the landing page is fast by keeping videos and high-quality images to a minimum.
As well as being direct and full of relevant material, the page’s layout should also be straightforward. A flashy, confusing design takes time to load and can deter people from wanting to investigate further. On the other hand, a direct, clean landing page with relevant information can go a long way to preventing a high bounce rate.
Is your landing page getting the results you desire? Is Google AdWords working for you? If not, StickyLeads can help. Our experts can review your ads and landing page and recommend changes to reduce bounces rates and increase conversions. Call us at 757-390-0748 and see what we can do for you.