Zero bounce on landing pages
This is the ideal state of a landing page, however, I do not want to make false assumption this will never come true.
The idea of creating landing pages is to keep the bounce as low as possible. For instance 20–30% bounce is considered very good. That means your landing page is highly optimized as per the design, content and ux. It is able to keep the engagement and taking the user to next flow.
One thought is obvious, how much difference does landing page bounce will make. On an average a 10% reduction in the bounce can lead to 4% increase in user activation and yes that is very much significant.
I will share 4 steps to optimize your landing pages, you should be very careful while implementing these —
1. Keep the action and CTA straight?—?Remove all navigation links above the fold, that may distract users, for example see this image.
See how Dropbox just have made the activation easy and straight adding Signup form as the action.
2. Auto complete search?—?The easiest way to navigate to the next page or browse the products on your website is the auto complete search. This makes easier for user to find what he is looking for, rather than finding it using filters. When I was in Healthkart, the first thing I learned is the importance for search bar for a website particularly e-commerce. That was most used feature to browse products.
Refined and relevant search results could even cause 82% improvement in the conversion rates.
3. Human Bond?—?This is so vital thing to do while you are building a B2C product. Create the user persona and make visible on your landing page, either with the help of a video or the pleasing background image. This will make the user feel comfort and trust.
See how Kissmetrics did that-
- Happy Customer
- Gazing at the CTA
- Analytics graph to represent the product
4. Action in fold only?—?Do not afraid of a long scroll, everything besides the action goes below the fold, navigating links, popular product, customer reviews, social link and SEO data. Never over populate much above the fold just keep the action form only.
These are basic and simple elements, often missed by the designers and product managers, however, these cannot be missed by a growth hacker.
Growth hacker must be there for the product’s growth, because it is not a hack, it is a strategy.
One more tip: Create many landing pages and append the tracking url with them.
Original post- https://medium.com/@Himanshu00F/zero-bounce-on-landing-pages-92c905f5e6db#.pf6gyuriw