Metrics will tell you everything you need to know about how well your landing page is performing as well as give you some insight on how to improve it. It’s hard to know exactly what will work when you launch a page. Measure and track meticulously in the beginning until you reach a relatively good conversion rate, then you can track your metrics less frequently.
Page Visits
How many visits are you getting on your landing page? The more visits, the more you increase your probability of conversions. Try adjusting your paid strategy or redefining your keywords to drive more traffic to your page. You can also let your current followers know about your offer through emails, social media, and on your website.
Traffic Source
Knowing where your traffic is coming from will let you know where you should double down on or ditch your efforts.
Submission Rate
This is the number of people that complete your lead form and land on your thank you page. There are many tweaks you can make to your page to increase this number, but make sure to A/B test so you know what’s working.
Contacts
Contacts refer to the number of leads that you generated from your form. The reason this is different from submissions is because duplicate contacts are only counted once, meaning if a current lead fills out your form to get your offer, they don’t affect the count.
Heat Mapping
This is more of an observation of how people interact with your page as opposed to a metric. Heat mapping can show you where people scroll, what they read, and how they engage with your page. This is all useful data when thinking about your page layout and structure.
Bounce Rate
If visitors are coming to your page and immediately leaving, then you need to examine whether the content is aligned with the offer. Does your copy capture visitors’ attention and do visitors automatically know what to do when they land on your page? Is your page a reflection of the copy you used to get people to visit it?
Form Abandonment
This metric tells you how many people start filling out your form but don’t complete it. If this number is particularly high, some adjustments to consider are introducing new click triggers, shortening your form, or making it more clear what you want your visitor to do.
Benchmarks
You need to judge your landing page against industry norms and across a similar audience to know if it’s performing as expected. Check out some industry benchmarks to set as your baseline, but don’t be discouraged by other company’s results.
No matter what’s going on, it’s possible to diagnose and heal your landing pages if you pay attention to the metrics.
What Is a Good Conversion Rate for Landing Pages?
The best landing pages convert at rates of up to 27.4 percent. However, the median ranges fall much lower, with most industries experiencing between 2 and 6 percent conversion rates.
When it comes to landing pages, the true measure of success is improvement. If your conversion rates stay the same month after month, you’re not collecting data and using it to improve your landing pages.
Photo by Miguel A. Amutio on Unsplash