Landing Page KPIs: How to Measure Success?

April 19, 2021 10 min read Written by: Kinga Edwards
Table of contents
Table of contents

Your landing page is up and running! You spent hours in a landing page creator designing the best landing page imaginable. You're pleased with its design, and you have high expectations that it will work.

It's a good first sign. However, it is not the end of the process. It's now time to measure landing page KPIs to track its results and performance. Does your landing page convert users well?

You may wonder which KPIs you should measure to get the answers. We'll give you a rundown of those metrics that you should pay the most attention to.

Open up your analytics tools and let's get started.

What is a landing page KPI?

Just as a brief reminder, a landing page key performance indicator (KPI) is defined as a value that demonstrates how effectively your landing page achieves key business purposes. Organizations use KPIs in many ways to evaluate their progress towards achieving targets.

One way to evaluate a KPI’s relevance is to use the SMART criteria:

  • Is your goal specific?
  • Can you measure the progress?
  • Is the goal realistically achievable?
  • Is it relevant to the success of your landing page?
  • What is the timeline for achieving this goal?

The most important landing page KPI

Marketers strive to be data-driven, but considering data without context might lead them in the wrong direction. Before you decide which marketing metrics you want to (and should) track, you need to ask yourself once again:

What is the main purpose of your landing page?

A landing page is a site that is designed to convert visitors into leads. That is why the most critical landing page KPI is the conversion rate.

Conversion rate is the percentage of visitors who take the desired action on your landing page, e.g. fill in a form, leave contact details, or sign up for a newsletter.

Every landing page needs a call to action (CTA) - an incentive that leads visitors to make a specific move. Conversion rate is the primary metric that will show you how well your audience responds to that incentive. It will tell you if your landing page performs well and therefore whether or not it needs to be improved.

What is the average landing page conversion rate?

How do you know if your landing page conversion rate is high enough? High is a relative term in terms of the conversion rate, and is greatly influenced by the specific industry, campaigns, and goals.

The average landing page conversion rate across all industries is 2.35%. However, you need to know that there's a big difference between the best and worst performers - the top 10% have almost 5x higher conversion rates than the average. You should find information about your industry's average conversion rate in order to set a realistic target.

Benchmarking your site's results can help provide insights into how well it is performing, but understanding what a "good" conversion rate looks like might be challenging. That is why you should have the big picture of your performance and look at it through multiple landing page KPIs. Which ones give you the most information about your landing page?

1. Landing pageviews

It’s the first landing page KPI after conversion that you should look into, and one of the most common that marketers track. How many times has your landing page been viewed? A landing page is the cornerstone of any marketing campaign, so you should find out how many people visit your page and how that number changes with time.

Pageviews: Number of page views in the measured timeframe.

Pageviews is an important landing page KPI because:

  • It will show you how well your landing page is optimized for searches.
  • It reveals viewers’ trends - filtering by date can let you know whether e.g. the weekday or weekend influence the number of visitors.
  • You can see which landing pages give you the most views and decide which you should optimize.
  • Optimizing landing page views is a great way to boost the quality of the traffic you receive from ads.
  • Pageviews are a good starting point for exploring where views come from and what visitors did after viewing the page.

Google Analytics Tip! Landing page views aren't visible from the landing page interface. You can check them by clicking on Behavior -> Site Content -> All Pages, and then by choosing your landing page URL.

What is the difference between Pageviews and Unique Pageviews?

In Google Analytics (GA), a pageview is counted as whenever a visitor lands on your landing page or reloads the page. Unique Pageview simply puts together all page views that are from the same person (called a user in GA) and are related to the same page or session.

2. Bounce Rate

This landing page KPI provides insight into traffic analysis. But what does the bounce rate mean exactly?

Bounce rate: the percentage of visitors who view a landing page and leave without taking another action.

What does bounce rate mean in practice? A visitor leaves a landing page by:

  • clicking “back”;
  • closing the browser/tab;
  • staying inactive for more than 30 minutes;
  • typing in a new address without interacting with the page;
  • clicking on an outbound link.

The average bounce rate on landing pages varies from 60% to 90%. If you aim to increase conversions, you need to decrease the bounce rate as much as possible.

If your bounce rate is too high, you need to consider your landing page user experience:

  1. Check whether your landing page is intuitive and dynamic, keep it simple, and match ads to it.
  2. Review SEO best practices in case visitors unintentionally reach your landing page after searching for something unrelated.
  3. Ensure that your landing page is optimized for mobiles, as people are more likely to bounce sooner on them than on other devices.
  4. Make your landing page load faster.

Analyze why visitors don’t want to take the expected action and optimize your landing page according to the conclusions.

Remember! You should interpret the bounce rate for each landing page individually. There is no single formula because it all depends on the primary purpose of the page. A high bounce rate doesn’t always mean that something is wrong – if a visitor leaves a landing page, it does not necessarily indicate that they did not find anything valuable on the site.

3. Average Time on Page

Monitoring how long people stay on your landing page is an important indicator, especially if your page has educational value. If people spend a long time on your page that means it is informative and provides them with valuable data.

Average Time on Page: as the term indicates, it shows the average amount of time users spend viewing your landing page.

However, a longer or shorter time spent on a landing page doesn't necessarily mean something is wrong with it. Again, consider the average time in light of the landing page's purpose. Visitors will probably spend more time on an educational landing page than a conversion-driven one.

If you think visitors don't spend enough time on your landing page, consider:

  • lengthening the landing page’s content
  • adding engaging content like videos
  • whether or not the design appeals to readers and makes them stay longer (if you used a landing page builder to create your site, you can make changes in minutes).

4. Traffic Source

Knowing where your visitors come from is essential when it comes to landing page analysis. These metrics tell you which marketing campaigns are working and which are no longer worth investing in, and that in turn will help you make a decision regarding which channel you should concentrate on.

How can you drive more traffic to your landing page? Once you know where your visitors were before they reached your landing page, you can focus on making improvements.

How can you find more traffic to your landing page?

  • pay-per-click (PPC) ads;
  • social media;
  • organic searches
  • email marketing
  • content marketing.

Traffic sources are the foundations of your marketing funnel, and they will determine the quantity and quality of your leads. So ensure that you put a lot of effort into them in order to gather a tailored audience.

5. Form Abandonment

Most conversion-focused landing page examples include five basic elements: strong headlines, eye-catching content, engaging copy, CTA buttons, and contact forms. The last one has a great impact on turning a visitor into a lead.

That is why form abandonment is a key landing page KPI that will show you how many people resign at the final hurdle.

Form Abandonment: the percentage of visitors who were filling out the required information but left the page before finishing.

What does a high abandonment rate mean? That your contact form may be too sensitive or too long to fill out. Keep it as short as possible, requiring only the most essential information.

Even if you have a WordPress landing page, you can set up A/B tests to see which form works better. If you start analyzing them, you can conclude what information people are willing to share and adjust the fields accordingly.

6. Conversion Goal

If you use Google Analytics to track your landing page KPIs, you should know that you can set up your goals there. Doing so can help you keep track of conversions and see how their rates fluctuate, as well as if they are close to the target.

If you use Google Analytics to track your landing page KPIs, you should know that you can set up your goals there. Doing so can help you keep track of conversions and see how their rates fluctuate, as well as if they are close to the target.

Google Analytics Tip! You can see your set goals by clicking on Conversions -> Goals -> Overview. You have three options for creating a new goal: you can set it up from a template, create a custom goal, or select Smart Goals (this option is not always available).

Keep analyzing

Creating a landing page does not end with its launch. You should actively measure its performance to get the answer to the most crucial question: are your campaign and the landing page successful?

Build, launch, and optimize landing pages easier than ever

Correctly set landing page KPIs are like all marketing metrics: they need to be analyzed as a whole. Only by carefully examining each can you discover the relationships between them. Ensure that you regularly test and optimize your landing page to be sure that all elements are in the right place and that your landing page is ready to succeed.


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