Visitors arrive at your landing page for a specific purpose by clicking online PPC ads, links in emails and social media messages you’ve created. But sometimes, visitors ‘bounce’ out as they get there. Why would that happen?
1. It’s different from the ad’s call to action or theme.
How many times have you clicked an ad or link only to find out that the page you land on has nothing to do with the ad or link? That makes it unbelievably irritating for that person who you have probably now lost forever.
2. Your call to action is not structured or confusing.
Ineffective landing pages shout at you, push you around, try to herd you, are bossy. But remember the folks who arrive at your landing page need to immediately know what to do or how to get the info they need. Remember the ‘One Click’ rule. You need to keep it simple and communicate very clearly what you want the visitor to do.
3. You are trying to show off or ore use terms only familiar to you.
Avoid sounding like a snake oil salesman shouting out the miraculous power of your product or service, but then don’t go to the other extreme and end up sounding like a robot either.“Speak human,” “Communicate your brand missions, values, and philosophy in simple terms, using the language of your customers. Speak in a conversational tone, with personality, empathy, and true emotion. Kill corporate-speak, buzzwords, and other language that makes you sound like a tool.”
4. Your content is buried.
You don’t want heavy, bloated landing pages that creak under the weight of their own text. Website copy (not just landing pages) shouldn’t remind visitors of weighty Toombs. Write in crisp, snappy and focused sentences.
5. You’re rushing the goodnight kiss.
Crummy landing pages are like bad first dates. Instead of just enjoying the date and spending a reasonable amount of time building up interest and trust, the bad landing page is pushing the viewer along with excessive demands, unclear goals, and just wanting the reward at the end of it all. Lead gently and make sure you’re not demanding everything as soon as the person arrives to your landing page.