Two Ways to Lower Your Bounce Rate and Increase Conversions

Everyone wants to increase website conversions. Who doesn’t want to make more money without increasing ad spend? The trick is finding the right tools to help you do that at the lowest cost. At AVID we’ve added two new Advanced Publisher embed methods for enhancing the way “ads” are displayed on your web page or sales lander. I’ve put ads in quotes because with these new methods we’re changing the definition of an ad and what’s possible with existing ad server technology. These new methods are guaranteed to lower your bounce rate and increase website conversions especially on mobile traffic.

Traditionally an ad banner is served through a display network, people click on the ad to go to a landing page. We know that native ad networks and responsive ads that are not defined by traditional ad dimensions are taking over high traffic web pages. We also know that average bounce rates can be as high as 70-90% for simple landing pages.

Google Analytics Benchmark Averages for Bounce Rate

 

Using exit intent pop-ups with our custom native ad content widgets we’ve helped clients recapture 20-25% of this bounce traffic. This puts your landing pages more in line with content websites (which most landing pages try to mimic anyway). Exit Intent works great on desktop, but what about mobile traffic? AVID has a new embed method that uses the scroll up velocity to trigger an exit intent pop-up. The key is to optimize the ad images and headlines to match the content on your page to a more aggressive landing page angle. We call this On-site Retargeting.

1. On-site Retargeting

You may ask, “What is On-site Retargeting?” The concept is simple. As you buy traffic on Facebook, Taboola or even AdWords, you’re building a target audience to get clicks to your page from people who are most likely to be interested in the offer you’re selling, whether its a diet supplement, skin cream, phone apps, etc. When someone clicks on the ad to your lander you know that they’re interested in that subject, but then 90% are bouncing off the page. On-site Retargeting is immediately presenting ads related to the initial page content that they were interested in. This will either keep them on your page or go to another (more aggressive) lander for the same or related offer, instead of trying to retarget them on someone else’s website after they’ve left (which means you’re basically paying twice for the same visitor). Now look at how much you’re making on your most successful campaign on just 10% of the traffic you’re paying for and consider what the increase would be if you could recapture 20% of that bounce traffic. This method works great on desktop traffic with AVID’s Exit Intent Pop-up method, and now is also available through our Mobile Exit Intent Pop-up method. See it in action here:

http://avidadserver.com/test/AffSummit/15%20Insanely%20Cool%20Products%20That%20Are%20Selling%20Like%20Crazy_mobileExit.html

2. Social Proof

This is a concept that can explain the success of Amazon.com, but is a concept even older than this sign. When a person is in a situation where they are unsure what to do, they will conform when they think that others’ interpretation is more accurate than their own. In other words, potential buyers like to see that others have bought the product and provided positive reviews. The effect is reinforced the more sources confirm that perspective. One of the reasons bounce rate is so high on simple landing pages is because of uncertainty, either about the page or the product itself. One study found that when evaluating a product, consumers were more likely to incorporate the opinions of others through the use of social proof when their own experiences with the product were ambiguous, leaving uncertainty as to the correct conclusion that they should make. Uncertainty is a major factor that encourages the use of social proof. The second embed method gives you an easy to way increase website conversions by providing social proof through rotating pop-ups on your lander. You can use this to create “ads” to show sales data or customer reviews. See it in action here:

http://avidadserver.com/test/AffSummit/15%20Insanely%20Cool%20Products%20That%20Are%20Selling%20Like%20Crazy_Rotating.html

Easy Integration

These new embed methods are simple JavaScript tags that are easy to implement on any web page. Once the tag is placed on your page its even easier to manage and optimize the ads on your page to produce the best click through and increase website conversions. AVID users using these embed methods are seeing lower bounce rates (ads presented as an exit-intent pop-up see 20-25% click through rates) and increase conversions on their sales pages. Request a demo of AVID Ad Server to see just how easy it is.