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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 9. Meeting Your Visitors' Expectations

In This Chapter

  • Working with the impatient visitor

  • Determining your bounce rate

  • Keeping customers happy

  • Creating more than one landing page

  • Taking advantage of multiple landing pages

Each and every visitor to your landing page brings with them a certain set of expectations. They expect your page to load quickly, they expect to quickly find the information they're looking for, they expect the content to be relevant, and more. Your job, as the landing page developer, is to isolate exactly what your visitors expect from you and then meet those expectations. If done correctly, you'll reduce the number of visitors who leave your site without a conversion— in landing page terms, which means you're reducing your bounce rate.

Providing what your visitors want may sound simple, but it really isn't. You have only a few seconds in which to engage your visitor and have her hang around. How? That's what this chapter is all about: customizing your landing page (or landing pages) for your specific demographic and getting your visitors to hang around long enough to make the conversion. Figuring out what customizations to try can be a bit daunting, but we have several key strategies that you can employ to get a handle on what needs tweaking, from tracking all visitor behaviors to creating multiple landing pages for split-testing and problem isolation.

Trust us: If you can meet your visitors' expectations, your bounce rate will go down. How much that rate goes ...

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