The bounce rate in pay per click advertising is the advertiser’s worst nightmare. In simple terms, it is the percentage of web users 
that enter onto the landing page and exit straight off it again (think of it as the web user ‘bouncing’ away from your website after landing on it). For bloggers, a high bounce rate is not a nice statistic to have. For PPC, it means a whole lot more as so much that a high bounce rate means people are leaving the landing page as soon as they land onto it. Therefore, there is no chance of them providing a conversion at all (this makes clear there is a direct link between the bounce rate and conversion rate of a PPC landing page). To try and help those campaigns that have adopted a high bounce rate on their landing page, here are some tips you can use to help reduce that bounce rate of a landing page and improve the overall PPC campaign.
- Use niche keywords – One of the reasons you might have a high bounce rate is because the traffic entering your landing page is not segmented and specific enough to the contents of your landing page. You can make your traffic more contextual by using niche keywords that only the traffic you want to advertise to will search for.
- Colour combinations – In general, contrasting colour themes on a landing page are an eye sore to look at to say the least. Therefore, if you want to please your web user, you need to make sure your landing page is pleasing on the eye. Try to stick to using 1-3 colours for the whole landing page.
- Big text is a winner – Large font sized text will always be read first and is much easier to read than small text. On my own website, I found that by increasing the size of my font from 11-11.5, I decreased the bounce rate by around 5%. Therefore, try and do the same thing for your landing page and see if the results concur.
- Always include images – One thing that is better to look at than text are images. Large images always work well at holding information and pleasing the web user.
- Reduce your landing page’s loading time – One reason why a bounce rate might be high is because your landing page takes too long to load. Check out using online tools to see how fast the page loads. If it is too long, try and clean up the HTML of the landing page by reducing any <scripts> and JavaScript where possible (since these elements take up the most internet computing power to load).
- Is there a call to action? – A CTA will work wonders in keeping web users on a landing page and often leads to conversions. If the web user does not know what to do once they are on the landing page, how can you be surprised the landing page has a high bounce rate? Nudge them in the right direction to a conversion by using a call to action.
