A landing page is the page on your site which people land on when they click on one of your paid ads – be they search ads, display ads, social ads, or others. And so, many marketers and the companies they represent expect that some percentage of people who land on those pages will end up leaving before the do anything else.
In analytics terms, we call that a bounce. And the page’s bounce rate is the percentage of visitors who expect your website before completing any additional action.
A high bounce rate is clearly not a good thing. But traditionally, marketers tend to be more tolerant of a high bounce rate on a landing page, where a visitor has come from an advertisement, than they would be on other pages of the site. And I am not here telling you that you should expect visitors you pay for to behave the same way as visitors who come to your site organically.
However, just because we expect higher bounce rates on our landing pages, doesn’t mean we should be okay with them. And it doesn’t mean we can’t work to lower them.
So make 2019 the year you refocus on landing pages, and cut those bounce rates in half.