A tremendous amount of time goes into planning a marketing campaign, creating a landing page for the same, and executing it. But the only way to know if it’s working or not is by tracking the most critical landing page metrics that help in actively monitoring the performance of the campaign.
A reasonable conversion rate is difficult to achieve, tracking and monitoring the landing page metrics and optimizing it to improve the conversion rate is essential.
Here are the four landing page metrics:
1. Bounce Rate
Bounce rate means the number of “single-page sessions divided by the number of total sessions; it’s the number of users who leave after viewing a single page. A low bounce rate is better than a higher one. But the question is, why do people leave your page as quickly as they come to it? There can be multiple answers to this question, but it’s wise to ask these the following questions:
- Does the landing page deliver on the expected promise?
- Is the design of that page too different from the ad that brought them to it?
- Is it challenging to find the call-to-action button on your page?
- Is it too complex to be understood by your audience?
A high bounce rate confirms that your landing page and its content doesn’t meet your visitors’ expectations. If people don’t get what they expect, they won’t take the action you want them to.
2. Page Views
It tells you how many times your landing page has been viewed. It gives you an idea about how many people come to your landing page. It’s crucial because:
- It lets you filter by date so that you can see if any specific days like weekends have any effect on your visitors or not.
- It lets you see which page are getting more traffic that can help you in deciding what to optimize next.
Page views alone aren’t the goal, but customers are! Although, reviewing your page views might help you understand why people aren’t converting to customers.
3. Time Spent on the Page
The time spent by a consumer on any landing page can be a crucial metric for tracking, but it’s also essential to not take it very seriously. How long people stay on your landing page has a lot to with the kind of page! Moreover, a longer or shorter time doesn’t necessarily mean that the page is good or bad.
Though, it is still worth considering if any changes should be made. If visitors are spending a short amount of time on your page, it’s pretty evident that either there isn’t enough relevant information out there or something is very confusing, so they had to go looking for it somewhere else.
You might want to consider updates to your landing page content if your average time on page is meager, for example:
- Incorporate Changes
- Include More Resources
- Add Relevant Images
4. Users by Choice
Have you ever wondered where your landing page traffic is coming from? Is one sourcing leading to higher-converting traffic than another? Source metric tells you which channel is generating all your traffic.
It’s essential to know where the traffic is coming from, rather than just knowing that it’s coming, so that its sources can be improved. If your paid ad traffic is out of hand and you still can’t see your organic search traffic, it’s time you take a second look at your page.
5. Goal Conversions
First, you must set some goals before tracking conversions on your landing page. You’ll be able to monitor the exact number of people that visited your landing page and did something by completing a form, clicking, or downloading an offer or a link by connecting the goal to the thank-you page of your marketing campaign.
You can track the percentage of visitors who converted along with the number of conversions for your landing page.
6. Visitors-to-Contact Ratio
To reverse-engineer the campaign goals, it is essential to establish your visitor-to-contact ratio. You should confirm the number of contacts you need at the end of your campaign before launching any campaign; also measure the number of connections you are generating over time to see if you’re on the right path of reaching your goal and are converting enough visitors for the same.
To transform the desired number of prospects into leads, maintaining the campaign momentum is needed by consistently driving the number of visitors.
The truth is that landing pages exist with the sole purpose of getting visitors for conversion. To ensure that it’s useful, keep your messages healthy, provide value, create streamlined visuals, and fine-tune the distinct elements on your landing page to better appeal to the audience. It is very much possible to successfully achieve this by understanding the value of the metrics mentioned above!
