When it comes to a website or a landing page, the primary goal is to convert the visitor to a customer. Yes, there are multiple stages. Yes, you want to keep the “customer journey” in mind. But, ultimately, if you got someone to click on your site, you want them to take action. 

What are some things that you can do to compel someone to take a specific action on your site?

1. Make sure you have a clear and repetitive call to action. One call to action is not enough.
2. Make sure you have a call to action “above the fold.” Everything you see on the screen before any scrolling happens is the most important content on the screen.
3. Make sure what you do and where you do it is front and center.
4. Make sure the action is easy. Don’t make the visitor fill out multiple pages. Make sure all the fields are working properly.
5. Watch recording of landing page interactions to make sure there are no “rage clicks” or errors occurring.
6. Use visual elements to encourage scrolling.
7. Don’t clutter the page with distractions.
8. Check your bounce rate to make sure your site is engaging.

How is bounce rate calculated?

A website’s bounce rate is the percentage of people who have landed on your website and don’t stay on the site.

What is a bad bounce rate?

The answer to this question depends on the type of content on the page. Is this an informational blog post or is it a landing page meant to result in a scheduled appointment? For the sake of the small business owner looking for solid leads, I am going to answer this question assuming that the webpage is meant to result in a phone call or a form submission. For a service business for instance, a 40% bounce rate or higher could be an indication of a problem. Sometimes, if you are well branded, a customer might go to your page to get your phone number and doesn’t take the time to browse. This is why a high bounce rate isn’t always a problem and why it is important to view recordings or to look at other factors.

If you would like your website or landing pages evaluated for conversion optimization, look no further. King Digital specializes in making the most of your digital real estate. We can evaluate and make recommendations. Or we can re-write and redesign your website or your PPC landing pages to ensure you are converting the visitors you are paying for.