How do you know your landing pages are successful? Well you need to measure the outcomes of you landing page.
You have to ask yourself:
What metrics should you be paying attention to?
What do the metrics really mean?
Here are some landing page metrics which will help you determine their effectiveness. They also help point out what you need to alter to improve performance.
Conversion Rate – Conversion refers to the number of visitors who take the action your landing page Call To Action drives them towards. Whether this is making a purchase, subscribing to your newsletter, downloading a white paper, signing up for a webinar or anything else.
This is an important metric for landing pages. It tells you how successful your landing page is at delivering what it was designed for.
Form Abandonment Rate – Are site visitors starting to fill out your Call To Action form, then leaving before they finish?
You must track this metric. It helps you determine if your form is attempting to collect too much information that a site visitor is willing to exchange for your FREE offering.
Bounce Rate – How many site visitors hit on your landing page only to navigate away from it almost instantly?
With landing pages, this is relative. Many good landing pages have bounce rates up to 70-90% (because they don’t include navigation links). To overcome this, your goal is to ensure your landing page content is relevant to all those who land there.
Just because a site visitor converted, doesn’t mean you’re ready to let them go. Here’s a great technique to get site visitors to stay on your site, once they click the Submit on your landing page.
Immediately show then a “Thanks for signing up for your free trial. Check out this blog post to learn how to get the most from our product,” page. This helps keep converted leads from disappearing away from your website.
Time on Page – How long does a site visitor spend on your landing page? This is a helpful metric to measure. You can easily relate this to conversions. It’s easy to determine how likely someone is to convert based on how much time they spend on the landing page.
Traffic Source – How do people end up on your page? Are they finding you in Google SERPs? Are Facebook ads, driving them to your landing page URL directly?
Tracking traffic source(s) can help with all kinds of optimization.
For example, let’s say you’re spending money to promote your page via Facebook Ads, but the majority of your traffic is coming from Google. You can then allocate Ads spends much better. Seeing which traffic leads to the highest conversions can be done in KISSmetrics.
Another key way to test your landing pages is through A/B testing. Create two versions of a page with one key difference. Display different landing pages to different site visitors, Check which landing page content is delivering more conversions.
A/B testing helps you see what needs changing. When your landing page conversion rate isn’t as high as you want. By doing A/B tests, you’ll see whether a larger CTA or shorter info form (or both) boosts landing page conversions.