20 Metrics to Measure How Successful is Your Landing Page
Businesses spend hours to figure out strategies and marketing campaigns to increase website traffic. After all, digital presence can increase business reach and boost brand awareness in the market.
Websites are the digital gateway for companies. They allow brands to highlight their products and services using virtual platforms. Companies these days invest thousands of dollars in creating attractive landing pages, engaging content, and use various marketing strategies to increase traffic and conversions. However, a business could increase its return on investments (ROI) by using the right metrics to understand the effectiveness of its website and landing pages. Insights help businesses make informed decisions and strengthen their strategy to improve conversions rates.
Here are 20 metrics to measure how successful is your landing page:
1. Number of Visitors
The primary purpose of a landing page is to increase traffic to your website. You need to measure the traffic flow to your landing page to determine its effectiveness. Higher traffic means your landing page is a success, but if no one visits your landing page, you might need to improve your marketing strategy.
2. Bounce Rate
Bounce rate is a great feature to understand user activity on your landing page. Bounce rate is when a visitor moves to a different website by typing a URL in the address bar, clicking on hyperlinks, clicking the back button, etc. It helps in understanding user activity and relevancy of your content.
3. Average Time spent on the page
The longer a visitor spends on your website, the higher the chances of a successful conversion. Distinguishing the average time spent by a visitor on your website can help measure the success of your landing page and its content.
4. Click-through rate for CTAs
Measuring the visitor-to-CTA would be a good analytic feature to check if your landing page can effectively attract the visitors. Customers clicking on CTAs are hot leads that can lead to conversions.
5. Conversion Rate
One of the best metrics to measure the effectiveness of your landing page is conversion rates. An engaging landing page would surely have more conversions, which is why you need to offer useful information on your website.
6. Cost per Lead / Sale
One critical analytic metric to measure the success of your landing page is to determine the cost per lead. Cost per lead metrics helps you understand the amount of money spent on each lead. If your website has high conversions, but at the same has a high cost per lead, it would lower your net income and profits.
7. Source of Traffic
You should always understand the source of your traffic to strategize future marketing campaigns. Your website would derive traffic from multiple sources that include, organic leads, social media leads, and paid leads.
8. Organic Leads
Organic leads result from your organic SEO i.e. keyword placement on the website. You need to identify the percentage of organic leads to test the effectiveness of organic SEO on your website.
9. Social Media Leads
Marketers use various platforms to promote their business, which includes social media posts. If most leads are derived from social media platforms, then that is the platform you need to invest in.
10. Paid Leads
Pay per click (PPC) advertisements is one of the most effective ways to increase traffic to your website, but also costs a lot more than other marketing campaigns. Identify the traffic that is redirected via paid adverts to measure the cost-effectiveness of the campaign.
11. Contact requests
Visitor-to-contact requests are another great metric to measure the performance of your landing page. If visitors are generating contact requests, they are interested in your services/products, and could likely lead to conversions.
12. Browsing Activity
Understanding browsing or interaction activity is a critical feature to improve your content strategy. Once you understand how visitors interact on your website, you can improve the quality of content or make adequate changes to improve conversion rates.
Revisits are important for a website, as it shows an interest in your service, which is why you need to strengthen your conversion techniques for revisits. It also helps you identify content that visitors are interested in and can optimize user experience.
14. Peak Traffic Time
It is likely that your landing page would experience higher traffic during certain times of the day. Once you determine the peak traffic time, you can concentrate on conversion strategies to maximize conversion ratio during that period.
15. Most sought offers
If you have multiple offers on your page, then you need to identify which ones are the most effective. If visitors are more keen towards a certain offer, then use it as a benchmark to devise future offers, as it would increase conversions.
16. Area of Interest
You might get visitors from a different area of interest, but one would be the most dominant. Identifying the area of interest for a majority of visitors will help in improving your products and services.
17. Email Subscriptions
Another great metric to measure the success of your landing page is to determine the visitor-to-email subscription requests. If any of your visitors subscribe to email newsletters and updates, then your landing page is effective in engaging the visitors.
18. Content Share
One useful metric to measure the quality of the content on your landing page is to identify the number of shares on other platforms. If people are sharing your content on other platforms, it means the content is effective and useful to the visitors.
19. Form Submissions
Form submissions are a great way to assess the effectiveness of your landing page. A landing page with a high number of form submissions would have effective and useful content to engage the visitor and would potentially lead to conversions.
20. Form Abandonments
Testing abandoned forms can help you learn about user preference and activity. It can help you determine the pattern and assess the factors that lead to abandoned forms, which can help in improving user experience on your landing page.
We hope you are now familiar with what a winning landing page looks like. Remember, well-crafted and functional website/landing page set clear expectations for your customers and gives you the best ROI.