Do you measure your landing page performance the right way?
“Well-optimized landing pages allow you to take the prospects that you attract to your website and convert them into leads. Investing the time into creating well-designed and optimized landing pages is critical because they are your means for generating leads for your business,” states HubSpot.
The landing page is the first page your potential customers visit before moving ahead in their customer journey. Be it a pillar page for topic cluster content, a gated download for an ebook, or a special offer you’re advertising via PPC ads, your landing page needs TLC (special attention).
Tracking the right metrics of your landing page can help you find the loopholes that might stand as the bottleneck to the conversion rate. Landing pages are built to convert visitors into buyers, and thus you need to keep your messages strong, valuable, visually streamlined, and assure that it’s effective. To understand if your landing page is optimized to the best possible state, you need to continually monitor your landing page performance metrics. Obtaining landing page metrics help marketers fine-tune the different elements on their landing page to better present it in front of the target audience.
Why is it important to measure landing page success?
Technology is advancing at a great pace, and so is the expectation of your target market in terms of customer experience. No matter how much effort you put into building your landing page, as long as you do not check on how impactful it is and work on it, the objective of the landing page cannot be achieved. Optimizing and targeting your landing pages based on the landing page performance metrics can increase the conversion rate by up to 300 percent. Also, remember that your landing page gets an average time of only eight seconds to create the desired impression on the target audience. Thus, it should be optimized in a way so as to make the best use of those eight seconds and increase the conversion rate.
To aid you to rationalize the entire calculation of your landing page performance, Google Analytics comes as a blessing. It helps you track your landing page’s success and gives you deeper and essential insights. By making your landing pages more attractive, engaging, and effective, Google Analytics ensures that your landing page is going on the right track.
So how do you measure landing page success? Below is a list of landing page performance metrics that you need to track to make sure the landing page is performing successfully:
Bounce rate is the number of ‘single-page sessions divided by the number of total sessions,’ the percentage of users who leave after they view a single page, and do not engage with your business. When a large number of users visit your landing page but do not click on any other link to move to other pages on your site, your analytics will show a high bounce rate. This is the sign of an ineffective landing page where either the visitors don’t find what they had expected, or your page is not interesting enough to push the visitor to take further action. At the same time, a high bounce rate can also be an effect of unclear or misleading campaign promotion.
To find the bounce rate for your landing page in Google Analytics, navigate to Behavior > Site Content > All Pages and search for the URL for your landing page, and click on it. On finding a high bounce rate, you can modify your landing page to make it more engaging.
- You can highlight your offers and the urgency of clicking the CTAs so that the user can immediately realize the advantage of moving ahead with your business
- Try using shorter, catchy, informative, and relevant headlines so that you can attract their first attention in no time
- User testing ensures that a landing page helps visitors go through a conversion funnel.
Landing Page Views
Landing page views highlight how many times your landing page has been opened by a visitor, when, and what activities have been made. This enables you to target the customers who have shown higher interest and personalize your messages based on their activities. Moreover, tracking landing page views helps you determine the ideal time to send promotional messages to a customer by analyzing when customers visit your page. This increases your message open rate, boosting traffic, and landing page success. In addition, you can analyze which pages get more traffic and which require further optimization.
Average time on page
Marketers want all their visitors to spend enough time on the landing page to read and comprehend the content available. Ideally, a visitor should spend an average of 15 minutes on a landing page. If your content is too long, users might lose interest, or if the content is too short, the landing page might not be informative enough.
By recording the time spent on the landing page by a visitor, you can analyze how impactful your landing page is. If the average time spent on the landing page is higher or lower than the intended time, you can try making some copy changes,or add more resources and images. Google Analytics helps you track page visibility between visible, active, and hidden windows.
If your landing page aims to convert the users to a specific customer lifecycle stage, you need to analyze the success rate of the conversion. This helps you to optimize and report the return on the investment made. Since not every visit on your landing page ends up in a conversion, you need to calculate the landing page conversion rate based on the number of unique visitors. Moreover, analyzing the conversion rate will give you a more accurate representation of your customers’ purchasing cycle.
Sessions by source
Your landing page visitors can be divided into direct traffic, referral traffic, social media traffic, organic traffic, email traffic, and pay per click traffic. To better target your audience through your landing page, you need to analyze the source of the traffic generated to visit your landing page.
Identifying your organic reach and traffic generated by paid components, like search and social ads, help you track which channel is being more successful and which channel is not performing up to the mark. Accordingly, you can restructure the channel approach to be more appealing and focus on improving the traffic sources gaining a higher number of visitors.
Form abandonment rate
Form abandonment tracks how many visitors started filling out your form but did not submit it. If your landing page aims to gather customer information and contact details, a higher form abandonment rate can affect your entire digital marketing strategy. Remember, while you may want to collect as much customer data as possible from your visitors, you cannot expect them to spend too much time to fill your form. Lengthier forms are mostly avoided by users, and thus you need to track if your form is able to create interest. You can run your forms through the A/B test to understand the impact of a form.
Pages per session
To determine if your landing page is impactful enough to push the user to move to a second page on the website, you need to track pages per session. If visitors move from one page to another, then your landing page has successfully created the desired interest within the user. And if you don’t find any movement within the website after opening the landing page, you may need to optimize it.
Keeping an eye on the metrics mentioned above will give you a clearer idea of your landing page performance so that you can find not only the loopholes in your landing page but also the success.