Understanding the Landing Page Bounce Rate and How to Reduce It

What is a landing page bounce rate?

A landing page bounce rate is a landing page performance indicator used by digital marketers to measure the engagement of landing page visitors - are they sticking around, or leaving right away.

• Engaged visitors spend at least 10 seconds on the page they land on AND either convert OR visit another page. 
• Unengaged (bounced) visitors leave before 10 seconds and NEITHER convert, NOR visit another page are considered unengaged or bounced.

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How to calculate the bounce rate of your landing page?

Get started by watching this short video on how to calculate landing page bounce rate.

You don’t need to have a degree in data analytics to calculate the bounce rate of your landing page. Here’s the formula - divide the number of unengaged (bounced) visitors by the total number of visitors who landed on your page, and multiply the result by 100%.

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What is a high landing page bounce rate?

Now that we know what a landing page bounce rate is and how to calculate it, let’s see what bounce rate is considered high. By the way, in the previous blog post, we also looked and what a good landing page bounce rate is.

• Between 0 and 15 percent - practically unachievable
• Between 15 and 30 percent -  out-of-this world amazing
• Between 30 and 45 percent - great
• Between 45 and 65 percent - good
• Between 65 and 75 percent - average
• Between 75 and 90 percent - high bounce rate, time to make changes
• Above 90 percent - too high to continue running your campaigns

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How to reduce your landing page bounce rate?

If one, some, or all of your landing pages have a high bounce rate, this usually means that you’re not getting the results you’re looking for. In our experience, landing pages with high bounce rate (above ~80%) and high conversion rates are extremely rare. For starters, here are the top five reasons why you may experience a high landing page bounce rate:

1. Incorrect ad targeting is used
2. Ad copy and landing page content are not connected
3. Landing page has too many calls to action
4. Landing page content is not captivating enough
5. Landing page load time is too long

There are many more reasons for a high landing page bounce rate. Start by reviewing the list of the landing page best practices - you’ll definitely find several new ones that you didn’t follow on your landing page. Here are some of the more generic recommendations and steps you can take to improve your landing page bounce rate, 

• Check your ad targeting
• Align your ad message with your landing page content and call-to-action
• Optimize your landing page for various devices
• Show your product (or service) in action
• Instill a sense of urgency and FOMO
• Find more steps in our free eBook on landing page optimization

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