Landing pages are about one thing – conversions, but there is a lot that goes into a conversion. Do you know if your landing page is really being successful? Just looking at your conversion percentage may not be giving you the entire story. Maybe you’re attracting the wrong type of visitor. Maybe you got a big bump from an influencer share on social media. Or maybe all of your conversions are coming from past customers. There are many more landing page metrics to consider than just your conversion rate when it comes to understanding the effectiveness and success of your landing pages.
Like we mentioned in our 5 Ugly Truths About Small Business Analytics blog post, your analytics should never live in a vacuum. You’ve always got to dive deeper to really glean the right information from your data and that is no different for landing page performance analytics.
While your conversion percentage and rate are important statistics to know and utilize, that information on its own can be deceiving and even lead you to make poor business decisions.
The most important landing page metrics are really all of the following metrics in relation to your conversion rate. These metrics, while they may not seem nearly as important as your conversion rate, can make or break your campaign and dramatically impact your bottom line.
Let’s take a look at some of the lesser studied landing page metrics that you should really be giving your attention to.
Traffic sourceWhere your landing page traffic is actually coming from can be vital to the success of your landing page. One of the easiest ways to misdiagnose the success or failure of a landing page is to attract the wrong audience. If you’re targeting middle aged men and you’re getting a lot of traffic from Pinterest, it’s likely that the click through link on Pinterest is incorrectly promoting the landing page (and content on the landing page) which is drawing the wrong audience to your page. Doing this will likely cause a low conversion rate and could have you labeling your landing page and marketing campaign a failure, but really your issue is that the wrong people are ending up on your landing page.
On the other hand, if your landing page has a high conversion rate, the top sources of your traffic could be a great opportunity for your business and should be leveraged for future campaigns.
Of course, all of this data should be used in conjunction with the other metrics on this list (and then some).
Types of traffic sources could include:
- Direct traffic – users that directly typed your URL into their browser to go directly to your landing page.
- Referral traffic – users that end up on your landing page by clicking a link on another website or source.
- Social media traffic – users that find their way to your landing page from a social media post or profile. This can typically be sorted by which social network they used to reach your landing page.
- Search traffic – users that found your landing page from a search on a prominent search engine such as Google, Yahoo, or Bing.
- Email traffic – users that clicked on a link in one of your marketing or transactional emails to reach your landing page.
- Pay per click traffic – users that clicked on an ad (typically in search engine results) to get to your landing page.
Return vs new leadEach campaign has a different goal, but in general, the idea of a landing page is to generate new leads for your business. If you’re giving away a piece of content (like an ebook, checklist, or white paper), you’ll likely have some of your current or past customers converting on this page, but you probably want to focus on new leads to help determine the success or failure of your campaign.
If you’re seeing that a large portion of your conversions are coming from current customers or past leads, then you likely need to review and restructure your marketing campaign around your landing page.
Cost per conversionAs with any marketing campaign or new customer, you have to factor in the costs that you paid to get that new customer. With your landing page, you should be evaluating the amount you spend on average to get a new conversion. Obviously, the less you have to spend for a conversion, the more profitable your campaign typically is, but as with all other analytics, this can’t live on its own.
For example, would you rather spend $2 per conversion for leads that are very unlikely to turn into paying customers or $5 per conversion for leads that are very likely to turn into paying customers? In order to understand if your cost per conversion is low or high, you should be taking all of your data into account and also looking at industry averages.
Bounce rateWhile we typically think of a bounce rate for our website home page, it’s important to track and measure the bounce rate of each of your landing pages as well.
Your bounce rate is the percentage of visitors that leave your website before visiting a second page on your site. With most landing pages, you’re typically redirected to a thank you page after a successful form fill which would count as a second page visited.
A high bounce rate can be a symptom of any of a handful of things, but the most common issues are that you’re attracting the wrong visitors, your content and copy on the page is not intriguing enough, or the value of your offer is not high enough or communicated well.
As a good rule of thumb, a good bounce rate for your landing page should be between 26% and 40%.
Conversion valueA lead is great, but that is not the end goal of your marketing campaign or your landing page. You are focused on sales, as you should be. The value that your business receives (typically in the form of future revenue) is an important metric to understand.
Again, this shouldn’t be the viewed on its own. Tracking your conversion value as it relates to your traffic source, cost per conversion, and new vs. returning leads (amongst others) can give you terrific insights into your marketing campaigns.
Form abandonmentNo matter your business or what your landing page is promoting, you will have some form abandonment. This is the number of people that started filling out the form on your landing page, but left before submitting the form.
While this can happen for any number of reasons, it is likely a symptom of a form that is requiring too much or too sensitive of information from the visitor. It’s important to make sure that the amount of information required to receive your offer is proportionate to the value they will receive from the offer.
We always recommend A/B testing your forms and landing pages to get a better understanding of what may or may not be the issues with your landing pages.
If you’re seeing high form abandonment, you should probably spend some time rethinking your form and how it relates to your offer.
Lead to customer rateOne great way to really understand the success of your campaign is to measure your lead to customer rate. Essentially, how many of the leads that you’re generating from your landing page are eventually turning into paying customers?
While you may be seeing a great response with tons of new leads from your landing page, if you’re not able to convert those leads into customers in a timely fashion, your conversion rates may really just be a vanity metric.
While lead to customer conversion rates vary depending on your industry and will vary depending on your offer, where it falls in your sales funnel, and the quality of leads being generated, in general you should expect to see between a 5-10% conversion rate.
So there you have it, lead conversion rates on your landing pages aren’t the only analytics that you should be focused on to judge the success (or failure) of your landing page. It is also worth noting that there are other things that may also go into your campaign success including design, layout, seasonality, and more.
As you work to optimize any landing page, it is a best practice to make one change at a time, measure the impact that change had, and then make another. Making multiple changes at once will obscure your data and make it harder to determine which change actually made the impact.
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