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How to Evaluate Landing Page Performance

June 24, 2019 Dylan Menders 10 min read
Dylan Menders

A landing page is a powerful asset for any business. Many businesses invest a lot of time, money, and effort in creating the best landing pages. How do you know if the landing page is successful? Can you tell if your landing page is working? How do you know where to improve the whole site? Without a clear metric to evaluate your landing page performance, you will be doing your marketing blindly, which is a common mistake most businesses make. You need to evaluate the performance of your landing page to tell if you are doing it right and which aspects need improvement. Looks can be deceiving, and a landing page performance analysis is what you need to avoid making poor business decisions.

So, how do you evaluate your landing page performance? What should you consider in improving its effectiveness? This article will examine some metrics that are useful in evaluating landing page performance and how to improve landing page performance.

Landing page performance metrics

If you want to understand how your visitors are behaving on your landing page, here is a list of key metrics Google Analytics provides that you should use.

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Landing page visits

It is the primary metric that you need to watch in your campaign analysis before checking any other metrics. It tells you the number of users finding your landing page. It also helps you to take notice of various patterns such as, if your landing page has more visitors during weekdays or weekends, or if more people visit your site when you’re offering a promotion event.

Once you have the number of visitors, you will then want to know the source of those landing page visits. This will lead you to the next crucial metric.

Traffic source

It is important to understand where you get traffic from. The reason for this is because it is an excellent way to tell what is working for your campaign and what is not. The visitors to your landing page comes from various sources including;

  • Direct traffic – Composed of users who went directly to your landing page by entering  your URL into browser’s address bar
  • Referral traffic – Consists of users who clicked a link on another source or website and ended up on your landing page.
  • Social media traffic – It is made of users who ended up on your landing page upon following a social media post. You will need to find out the social network that directed them to find your landing page.
  • Search traffic – Involves users who ended up on your landing page by searching a particular keyword on search engines such as Google, Bing, or Yahoo.
  • Email traffic – this type consists of users who found your landing page by clicking a link on your marketing emails and newsletters.
  • Pay per click traffic – these are users that ended up on your landing page by clicking on an ad, especially on search engine results.

Understanding this data will help you utilize that which works the best. For instance, knowing that 75% of your traffic comes from social media while 25% comes from direct traffic will help you to leverage the best source for future campaigns. In this case it will be social media. You can’t control the type or amount of traffic you get. Yet, after using data analysing techniques to find the source enables you to put more focus on the most effective sources to generate more leads.

However, this is not enough. You will need to go further to get an accurate evaluation of your landing page performance. Find out how much time the traffic you drive stays on your landing page. That brings you to the next metric.

Session duration

This metric identifies the average amount of time a visitor spends on your landing page before leaving. However, it is only effective if the visitor makes a move to another page on the same site. Google Analytics will record an average time of 0:00 if a visitor only visited the landing page and abandoned the site. It makes no distinction between a visitor who left immediately after arrival and a visitor who spent several minutes on the landing page.

To track the time spent on your landing page more accurately, consider using Google Event Tracking API. It helps you to measure the time spent by a user even where they don’t navigate to another page.

Bounce rate

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A related metric to session duration. Don’t forget to measure the rate at which visitors leave your landing immediately after arriving. Why is this so important? Serious e-commerce marketers keep an eye on the percentage of visitors who abandon their landing page without clicking through any other pages on their site. You need to keep your bounce rate low. You may require to increase the value of content on  your landing page if you find out you have high bounce rates. Doing this ensures that you convert visitors fast and encourage them to take action. A high volume of bounces means several things. Here are some;

  1. The landing page content was not valuable or beneficial to users,
  2. Your page offer is unclear on what action to take and not compelling enough,
  3. The landing page has poor UX,
  4. The message in your campaign promotion is unclear and misleading to visitors, or
  5. The page navigation is too complex or slow.

However, sometimes high bounce rates don’t mean your landing page is ineffective. Google Analytics measures it as bounce even where a visitor took several minutes on the landing page, but didn’t go to another page. It is hence an inaccurate approach because such a user might have found something beneficial to them on the landing page which made them not to click through other pages.  Google Analytics plugin Scroll Depth, for example, lets you measure how far users are scrolling. It monitors the 25%, 50%, 75%, and 100% scroll points, sending a Google Analytics Event for each one. You, therefore, need to take a more accurate approach to get a conclusive measurement of your bounce rate. Implement a tweak on your Google Analytics code that sets the minimum time duration a user should meet to avoid being counted as a bounce.

Conversion rate

It is the best way to measure the effectiveness of your landing page. The main goal of a landing page is to convert your visitors into leads. There will be no point in  measuring the metrics mentioned above if you don’t know the number of actual conversions. It means that all other landing page performance metrics are supportive of this metric. It also tells you the number of users who converted into leads after visiting your landing page. Actual conversions vary depending on your campaign goals. It could be the number of completed forms, subscribers, downloaded offers, or link clicks. Keep track of your website visitors to avoid inaccurate measurement.

How to improve landing page performance

Creating a landing page and knowing the metrics to evaluate performance is not enough to assure a successful landing page. You need to utilize the findings to improve your landing page performance. Good performance will help you generate more leads, and improve sales using your landing page. You will also raise the ROI of your campaign. Improving landing page performance is almost similar to how digital marketers improve web page performance. Here are a few elements that successful landing page use to improve their conversion rates to help you get started!

Use a catchy headline

Just like the headline on a newspaper’s first page, a good campaign landing page headline also acts as a beacon to potential customers. It is what will drive  visitors to click on your page, stay with you, and take the desired action. It will not only capture your visitor’s attention but also increase the number of clicks. The headline makes them know they are in the right place and what they should expect from your website.

Write hard to ignore page descriptions and compelling body copy

Your information should be concise and compelling in such a manner that it convinces users to click through to your page to look for what they are interested in buying. Include catchy CTA buttons that drive users to take the next step in the body copy. Remember to include a thank you page. Make the body copy concise, valuable, and easy to understand.

Use mobile-friendly pages

Statistics have shown that 52.2% of internet traffic comes from mobile devices.

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For more conversions, you need to optimize your site to be responsive on all sizes of screens including mobile devices. You should also ensure the UX of your landing page is consistent regardless of whether a user is accessing the site via smartphone or desktop.

Remove distractions

Banners, pop-up, and external links usually make it difficult for a user to concentrate on a particular page. It is stated that 70% of people dislike mobile ads, and as a result, over 400 million mobile users use ad blockers to avoid seeing advertisements on their devices. Eliminate distractions on your page and you will experience a boost in your landing page performance.

Make your landing page ‘share-worthy’ and ‘link-worthy’

Ensure your users can share your page on social media networks by adding share buttons as well as link opportunities. Doing this not only increases your credibility on Google but also acts as social proof. It also increases the number of visitors to your page.

Optimize your landing page for the search engine

Only optimized pages get to be ranked on in the first page of search engines. Stand out from your competitors by using unique keywords that are focused on title tags and meta description. Your uniqueness improves your ranking on organic searches thus leading to a high conversion rate.

Conclusion

Wrapping up, don’t just use landing pages, measure their performance from time to time. This data helps you to understand the direction your campaign should head towards, where to improve, and what to change entirely to convert visitors into leads. When testing what works for your campaign, remember to restrain the use of all the above tactics at a go. Test each one, and maintain active campaign monitoring throughout. You will experience the effectiveness gradually, so don’t expect the results overnight. It is better not to regret later. Start evaluating the performance of your landing pages today.

Dylan Menders

Dylan Menders

Dylan Menders is a marketing specialist who writes for a number of sites across the web sharing his wisdom and expertise in the marketing, company development, health and medical industry in general.

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