You know that landing page work. It can help drive traffic to your site, improve visibility in search engines, and drive conversions.
It’s important however that you also take the time to measure exactly how your landing page is performing. This will help you in having a clear understanding of the different elements on the page, and determining which ones work to give you the results you want.
The best way to do this is by using Google Analytics—a free tool that has long been considered a reliable method of tracking how well your page is doing. Keep reading to find out how you can use analytics to measure the performance of your landing page:
- Sign up for Google Analytics.
- Click “SIGN-IN” and enter your email address.
- After the login, click the “start using Google Analytics” button.
- You will be prompted to enter details about your account such as your website name, URL, type of industry, and time zone.
- Click the “get tracking ID” button located at the bottom of the page, after which you will be given a tracking code. You will need to insert this code on every page that you want to track. In this case, you will be adding the code to your landing page.
Metrics to track
There are numerous metrics that Google Analytics can provide so that you can better understand how your users interact with your landing page.
- From the dashboard, click on the “Behaviour” tab located in the left-hand column.
- Select the option for “Landing Pages”.
- From here, you will be able to view important statistics that will help you evaluate your landing pages, including:
Landing page sessions: This metric tracks the volume of visitors that actually end up on your landing page.
Traffic source: This particular metric identifies where your traffic is coming from. You can select a particular landing page and choose “Source” as the secondary dimension to view this metric.
Finding out whether your visitors come from organic, social, paid, referral, or email means you can streamline your marketing and focus resources on the most effective channel. There are no hard and fast rules on how much traffic should come from where. However, generally, your goal is to have a good mix from different sources.
Session duration: This is the length of time visitors spend on your landing page. If they take too short, it could mean that your offer isn’t clear or your copy isn’t compelling enough.
Bounce rate: Bounce rate measures the volume of people who literally leave seconds after they arrive on your site. In the case of the landing page, a high bounce rate could indicate that your visitors are unable to find what they are looking for on your landing page. It’s possible that your offer wasn’t clear, or you need to work on making a more compelling offer, or that your ad campaign message was misleading—thus prompting visitors to leave.
Goal completions: This measures the number of actual conversions on your site. You want to monitor how many people on your landing page actually took the desired action by clicking a link or downloading an offer.
Setting up your landing page tracking
To effectively track the metrics mentioned above, you will have to set up specific conversion goals on your landing page.
These goals help Google Analytics identify that a visitor has taken your desired landing page action. These can include “thank you pages” or download-completed pages.
For instance, if a visitor goes to your landing page where your Call-to-Action (CTA) requires them to sign up for a newsletter, a thank you page is shown to them after they click submit. That “thank you page” will then trigger a goal that will alert Google Analytics that a visitor has taken the desired action.
To start setting up your goals:
- Go to the “Conversions” tab.
- Click on “Goals”.
- Select “Overview” from the drop-down.
- Click on “Set up goals”.
- You will be prompted to name your goal. Make sure you give it a specific name so that you can instantly identify what you’re tracking.
- From here, you need to choose what kind of goal you want to track. These three are the best goals to consider if you want to track your landing page performance:
- URL destination goals are designed to track specific URLs. These are ideal for thank you pages, confirmation pages, or even PDF downloads.
- Visit duration goals track how much time they spend on your landing page.
- Pages/visit goals track how many pages visitors check out on your site before leaving.
The best way to track and monitor your landing page success is by gathering enough data that will allow you to compare results over time. This will give you the opportunity to compare results on a monthly basis.
Google Analytics can be a little daunting, especially for new users. However, the insight you can gather from tracking and monitoring your landing page is definitely worth the effort.
Keep in mind that businesses who use landing pages are also able to generate more conversions than those who don’t. Knowing exactly how well your landing page is performing means you can maximize your opportunity for conversions.
Specific to your landing page, the metrics mentioned above are designed to give you a basic overview of how visitors interact and engage with your page. If you’re just getting started, the steps outlined above should point you in the right direction. With it, you’ll be able to gather data that will let you fine tune specific elements on your landing page to further your boost conversions. This is especially useful if you want to improve and optimize your landing page in terms of copy, design, and traffic sources that you can focus on.