Do You Build Landing Pages or Trampolines?

by Peter Platt, PSquared Digital

Are your prospects taking the action you want on your landing pages, or are they exiting before taking action? Thanks to Google Analytics “bounce rate” has become a common metric in evaluating web page impact. So what do you do when you see a high bounce rate on your landing page? First off, don’t assume it’s the offer that’s wrong.

One of the common mistakes in digital marketing is assuming users have enough information to make a decision and take action. Unlike traditional direct mail, digital attention-getters don’t often have enough room to tell the story. Unless you’re using rich media, banner ads offer limited opportunity to move a person to action. The same can be said for Paid Search ads, SMS ads and Tweets. They do just enough to peak the user’s interest, but they aren’t going to make the sale. You need to make sure your landing page or microsite fills in the details that encourage the prospect to interact.

It’s also important to let users consume the content the way they want. One of the benefits the web provides to users is the ability to navigate through content based on what’s important to them. Some may want pricing first, others may want features, and a third group could be interested in testimonials. By integrating all these components into a microsite your users are more likely to get to your desired goal.

Another issue is that digital campaigns tend to reach folks at a wide variety of stages of the purchase cycle. For example, someone searching on “health insurance” is at a very different stage than a person searching for “business health insurance premiums.” In the ideal world you’d have different landing pages for each of these prospects, but alternately you could have one designed to serve audiences efficiently and allow them to digest the content they need.

Finally, recognize that users may want to interact in different ways. Some people are very comfortable clicking a “buy now” button, where as others may want to make a phone call or download a whitepaper. All of these tactics can help you get to the desired action, but allow the user the ability to take the path they prefer.

Want to lower your bounce rate? Just be sure to keep the consumer’s needs and interest in mind, make your content more relevant to them and you’ll see a lot more smooth landings.

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