4 Key Points To Consider: Great Landing Page Metrics
One of the best strategies to fine tune the effectiveness and achieve conversions is to analyze your landing page metrics. Google analytics and other third party web analysis packages can be leveraged to get valuable information about your landing page’s effectiveness.
The four most important landing page metrics to analyze are:
i. Conversion Rate
Not every visitor to your landing page will respond to your call-to-action. The ratio between visitors who respond to the call to action versus visitors is called the conversion rate.
As the chart above shows, the median conversion rate is 2.35%. The average for the best 25% performing websites is 5.31% . The top ten websites achieve conversion rates exceeding 11.45%. To get an effective landing page metrics one should aim to be among the top 25% performing sites in terms of conversion rate.
Ultimately, the main purpose of your landing page is to convert visitors into paying customers. If the Landing page metrics analysis shows that you are not Converting, find ways to improve the conversion efficiency of your landing page.
ii. Traffic Source
Where is most of your landing page traffic redirected from? Placing your advertisements online can easily determine the webpages that your visitors were on before clicking your ad.
This is valuable information that marketers in the pre-internet days did not have. Finding out the main sources of your landing page traffic will enable you to restructure and appeal your visitors.
In marketing household paint products, most of your traffic is redirected from DIY home repair blogs. It's prudent to edit your landing page to include information on how your paint products are more long lasting.
Knowing the source of your traffic gives insight into the needs of your visitors and allows you to make changes in your page in order to directly appeal to them, leading to high landing page metrics and better conversion rates.
iii. Time on Page
Your landing page is competing with millions of other websites in the web for your visitors’ attention. As such, you should ensure that your landing page engages the visitors within a very limited time period.
One of the landing page metrics that allow you to determine how your landing page engages visitors is the time that they spend on your page before leaving. A visitor may not respond to the call to action, but spends reasonable time on your landing page, could have gained enough information.
That can influence their purchasing decision in the future. Other visitors leave the site after three seconds or less, without responding to your call to action.
Such a case it is reasonable to assume that your landing page is not captivating, and design changes need to be made.
iv. Form Abandonment Rate
This primarily applies to lead generation landing pages whose call to action is to get customer information and contact details. A marketer needs to balance the need to get as much information from the customer with the time that the customer takes to fill the form.
Web users will get easily bored if the form requires too much of their time to fill.The form abandonment rate is a metric that shows how many visitors started to fill the form but abandoned before completion.
If the rate is high, in comparison with the number of visitors, then it might be a sign that you need to shorten it .This will reduce the time that is required to completely fill it. It is better to get limited information from a shorter form than no information at all due to form abandonment.