What Your Bounce Rate Could Be Telling You?

Writing by Brick Marketing on Thursday, 13 of December , 2007 at 4:36 pm

Do you pay attention to your bounce rate? You should because it could be giving you clues about the effectiveness of your pay per click campaign or your landing page. Here are some things that a high bounce rate might be telling you:

• Your landing page isn’t attractive - Ugly sites can sell, but if you have a high number of visitors jumping into your site then leaving quickly, it could mean that the elements on your landing page are clashing. You might want to rethink your page design.
• Your pay per click ad is misleading - If users click your ad to find one thing then land on your landing page to find something else then they will back out in a hurry. Don’t mislead in your ad. You’ll be paying for clicks that will never convert.
• Your music is horrendous - There are very few good reasons for putting music on your landing page. Don’t force your users to listen. Instead, give them an option by asking them to click a button if they want to hear that Guns N Roses tune.
• Your page loads this too slow - Slow loading pages are a killer. People will not wait. If your landing page is loaded with Flash and other pages with a lot of information to load then you are killing your profits.
• People aren’t looking for what you have to offer - Sometimes it really isn’t your fault. Maybe your PPC ad isn’t misleading, but when clickers land on your landing page they aren’t finding what they thought they would find. If that’s the case then you might want to reconsider your keywords.
• Or maybe it is your keywords - Of course, you may just be using the wrong set of keywords for your marketing campaign.

As you can see, there are any number of reasons why you may have a high bounce rate. It is usually not for any one reason alone. It could be a combination of these reasons. Isolate the problem by fixing one thing then restarting your campaign. Sometimes you can watch your bounce rate gradually decline by tweaking your ad, your landing page, your keywords, and other elements one at a time.

Category: Landing Page, PPC Management

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