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Conversion 101: Essential Metrics for Tracking Landing Page Success
4 min read
Landing pages play a crucial role in the success of any online business. They are a potential customer's initial point of contact and have the power to make or break a deal. Tracking and evaluating the effectiveness of your landing page is crucial for this reason. Metrics provide you with important information about how well your landing page is doing and what adjustments you need to do to make it better. Here are some crucial metrics you need to monitor and some tips on how to utilise them to improve your landing page.
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Page visits give you an idea of how many people are visiting your landing page. The more visits you get, the higher the likelihood of conversions. To increase page visits, consider adjusting your paid strategy or redefining your keywords. Let your current followers know about your offer through emails, social media, and on your website.
Knowing where your traffic is coming from will let you know where you should focus your efforts. It's essential to understand where your visitors are coming from, so you can improve your marketing campaigns and drive more traffic to your page.
Submission rate is the number of people who complete your lead form and land on your thank you page. This metric is crucial as it gives you an idea of how many visitors are taking the next step and becoming leads. To increase submission rate, consider making small tweaks to your page, such as moving your form higher on the page or making it more prominent. However, make sure to A/B test any changes to understand what's working.
Contacts refer to the number of leads that you've generated from your form. This metric is different from submission rate as it only counts unique leads. Make sure to track this metric as it gives you an idea of how many leads your landing page is generating.
Heat mapping is a way to observe how people interact with your page. It shows you where people scroll, what they read, and how they engage with your page. This information can be used to improve your page layout and structure.
Bounce rate is the percentage of visitors who leave your page immediately. High bounce rates indicate that your page isn't engaging visitors or that your content doesn't align with the offer. To reduce bounce rate, examine whether your page captures visitors' attention and whether it's a reflection of the copy you used to get people to visit it.
Form abandonment is the number of people who start filling out your form but don't complete it. If this number is high, it could be a sign that your form is too long or confusing. To reduce form abandonment, consider introducing new click triggers, shortening your form, or making it more clear what you want visitors to do.
It's essential 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.
Tracking and analyzing your landing page's performance is crucial for the success of any online business. By paying attention to these key metrics you can make data-driven decisions to improve the performance of your landing page and increase conversions.
Remember, optimization is not a one-time task and requires an ongoing monitoring and adjustment of your landing pages based on the metrics. This can include a myriad of modifications, such as improving imagery, copy, keywords, or UI. However, optimization is a large and complex topic that requires a separate article to fully explain and understand. I will follow up with another article to write about optimizing your landing page.