We know a lot of hard work goes behind establishing a campaign, executing it, and defining it as a “successful” one. If you have checked and listed all the points in making a successful landing page, it’s time to monitor the landing page metrics.
It’s easy to define a campaign successfully by achieving the number of views and clicks on the landing page. But the harsh reality is that to achieve the real targets, it’s essential to measure the right metrics at the right time.
Measuring the landing page metrics timely can help you learn what’s working and what’s not working? Whether the copy is suitable? Does your design need to be more click-bait?
Let’s get you started and deep-dive into metrics before you spend more time contemplating the right metrics to monitor your ad landing page.
Before we jump on to deciding the right metrics to measure your successful landing page, let’s understand what is Landing Page Metrics and the benefits of the same.
Landing Page Metrics are numbers that help decide whether your campaign is going in the direction of success or not. It also enables you to measure the numbers with the brand’s objectives.
Before starting a campaign, specific metrics are set to measure. Ensure that you are selecting the right and achievable goals for yourself. Answer the following questions before you set campaign goals-
Which pages generate the maximum page views?
Are the goals relevant to your success?
Have you set the specific objective for your campaign?
Do you think it’s going to be time-consuming?
Are the targets aligned with your personal goals?
Answering these questions will help you state real and achievable goals for yourself and the organization. It will also help you work efficiently and keep you focused & motivated toward the target.
Fun Fact: First 8 seconds of the viewer on the landing page is all you got!
Yes, that’s true. A viewer decides whether s/he likes this landing page within 8 seconds. Hence, it’s crucial to understand metrics in detail as it can help you make a viewer stay on the page or lead to a conversation rate.
Here are a few important attributes of Landing Page Metrics-
It helps analyze which Page gets more viewers and conversion rate.
It lets you identify for how long a viewer stays on the Page.
Let’s examine if targets were achieved, i.e., Conversion Rate=Investment in the ad campaign.
Analyze the average Landing Page Conversion Rate.
What was the Bounce Rate?
We know you’re all excited to set up the landing page in the best way possible. But what next? To identify whether you have burnt the hole in the pocket or the landing page was worth it, we need to identify the important metrics to help us get to the solution.
Here are the essential and different landing page metrics that can help you identify the performance of your landing page-
Conversion Rate
Page Views
Average Time Spent on the Page
Source of the session
Cost per Conversion
Return vs New Visitors
Bounce Rate
Page vs other Page Views
Conversion Rate is basically a viewer who gets persuaded to come on the Page and either buy, subscribe or further click on a link.
It can help you identify which landing pages should have more of your budget and time.
It enables you to determine the audience you should cater to.
Aids in optimizing the existing landing page.
It helps in scratching out why a customer came to this Page and further actions s/he takes.
Data speaks louder than words. Hence, one should know how to calculate the Conversion Rate to identify the landing page further.
Conversion Rate is the percentage of the visitors who take action on the website. The simple formula for Conversion Rate is-
Number of Conversions/ Total number of Visitors * 100
The Conversion Rate of every industry varies. Hence, there’s no ballpark number for you to target. However, identify the average conversion rate of your industry. Research the top 25 websites of your niche and what they do to maintain a good conversion rate. Make sure that you hit that Average Conversion Rate.
“One View is all it takes.”
It’s that first view of the visitor which helps them decide whether they should buy or not. Hence, Views are equally important as any other metric.
You get to identify the Source from where viewers are coming from.
If the conversion rate is low but the viewer rate is high, it can help you optimize that Page.
You can identify if any special occasion has led to more views/searches.
You can identify Landing Page Views by going to Behaviour in Google analytics>Site Content> All Pages.
Looking at a graph of viewers per day can help you answer many questions- Do more viewers come on the weekend or weekdays? Are viewers increasing because it’s an event holiday?
Average Time Spent on the Page is how long a customer stays on the landing page.
It helps understand on which Page a consumer is spending more time.
Let’s analyze if a specific design or deal has persuaded them to spend more time on the Page.
Kindly note, Average Time Spent on the Page is not directly related to whether a specific landing page can lead to a successful campaign. However, it can help you understand which page works better for you.
To find the Average Time Spent on your Landing Page, easily navigate via Google Analytics. Head to Behaviour> Site Content> All Pages.
Once you reach All Pages, click on the URL for your landing page and get a structured report of the Average Time Spent on the Page.
Getting an understanding of the total viewers on your Page is not sufficient. It’s important to understand the Source from where visitors are coming on the Page.
The Source of the session is a pathway from which visitor was able to come on the landing page. The Source can be a blog, social media, affiliate marketing, etc.
Help identify the Source from where most visitors are coming on the Page.
Analyze if more paid ads should be done on a specific platform?
To focus more on high conversion rate promotional channel.
To identify the Session’s Source for your landing page, navigate easily through Google Analytics. Head to Behavior> Site Content > All Pages.
In All Pages, Click on your Landing page URL, then add the second dimension of Source.
Once your landing page is up and aligned with the budget, you must ensure that you’re not spending too much to get the bare minimum conversion rate. Hence, it’s important to calculate the Cost spent on every Conversation rate.
It helps you spend efficiently.
It makes you understand if the Cost spent on that particular platform or the ad is worth it or not.
To Calculate the Cost Per Conversion: Divide the total price you’re spending to generate the traffic by the number of landing page conversions.
Cost per conversion = Total cost of ads/number of conversions
For example, if you spend $1000 on an ad campaign and you gain 100 new leads from this campaign, your conversion will be calculated as:
$1000 / 100 = $10
Your cost per conversion, in this case, will be $10.
While one might not consider this a significant chunk to identify the success of the landing page but these metrics help in the long-term analysis.
Return Vs. New Visitors compares how many visitors are revisiting the landing page to how many visitors are coming for the first time.
Importance of Return Vs. New Visitors?
It helps identify if the user liked the product and wants to purchase it again.
It makes you focus on attractive offers for New Visitors to visit again.
In short, these metrics help target new visitors to come again and return customers to keep shopping. If the bounce rate of Return Rate is more than New Visitors, then identify the cause behind them not purchasing again. If the new visitors’ rate is high, plan to offer them special offers to increase the Return Rate.
The bounce rate is the percentage of people who leave the website after visiting the first Page. It’s essential to ensure that the website’s Bounce Rate doesn’t increase. The higher Bounce Rate will depict that the viewer is not convinced and didn’t find the products/service attractive.
It can help you change certain things on the landing page, which has led to the immediate exit.
It will help identify if the offer shared is good enough for the consumer to stay.
It helps in building an efficient and optimal landing page.
One can identify the Bounce Rate by quickly navigating on Google Analytics. Head to Behaviour > Site Content > All Pages.
In the All Pages, click on the URL defined for your Landing Page. Here, you can identify the Bounce Rate for your website.
If you have several campaigns, it’s important to identify which campaign is performing better. This will help in the better allocation of budgets for the campaign. One can determine this by comparing one Page with the other pages.
This is considered one of the critical points in identifying the success of a landing page. Suppose a specific landing page is not performing better than the other one. Then, try identifying the USPs of the successful landing page and implement it.
Now that we have a clear understanding of the landing page metrics let’s look at things to keep in mind while designing the landing page. This can help you reduce bounce rate, increase conversion rate, and make your campaign successful. Here are a few things that you can keep in mind-
Don’t clutter out the Page with too much information.
Try maintaining a balance between design and text you share.
Keep the navigation accessible for the customer.
Ensure that important things pop up first to keep customers aware of your brand.
Use colours as per the target audience you plan to cater to.
Focus on curating an interactive landing page.
Those days are gone when simply sharing 4Ps and About us of the brand was enough to convince people. With an increase in competition, it’s pertinent to bring every viewer’s attention and convert them into a customer.
Hence, having an Interactive Landing Page with straightforward navigation is essential. It helps a customer understand what your company is about, the things that you offer, and current offers.
One shouldn’t ignore the importance of landing page metrics for any campaign. These metrics can help you build an efficient and successful landing page for the customers. Measuring metrics timely can help you clutter out the page and keep only informative things.
At Apexure, we design high-converting landing pages that can increase your conversion rates, drive additional traffic, and simply help you gain access to the landing page metrics that are most important to you. Contact us today!
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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