Highly Crucial Metrics to Look Out for to Improve Your Landing Pages
The goal of any landing page is to attract visitors and convert them into long-term customers. Without quality landing pages, your search engine optimization or pay-per-click ads could fall flat. High converting landing pages should always be designed with user experience in mind.
For that, not only do you need to conduct A/B testing when first creating pages, but you also need to regularly measure metrics to ensure your website's performance is on point. Most marketers know they need to constantly measure to improve, but this process needs to go beyond the number of page views.
Here are some metrics to study to get the most from your website:
Where does your traffic come from?
As mobile revolution spreads faster, you can no longer design landing pages with desktop users in mind. Although mobile versus desktop isn't a true metric, this can help you refine your website to accommodate visitors, according to The Business Journals.
For example, a mobile bounce rate that is twice as high as the desktop rate is most likely indicative of a usability problem.
Understanding how users get to your site helps you create more effective landing pages for each channel.
This metric is the percentage of users who arrive on your website and exit without visiting any other pages. Seeming almost very basic, this might actually be one of the most metrics for you.
If you are seeing a high bounce rate from your landing pages, it typically means users aren't finding what they need, the content isn't engaging or there isn't a strong enough call to action to lead them to another page.
Potential issues need to be addressed to ensure your pages are driving conversions.
How are your visitors flowing?
Ideally, customers will be leaving your landing page to consume more information on other parts of the website.
Visitor flow details the path a typical customer will take to learn more.
If a user returns to the home page several times in one visit, it indicates you aren't providing clear directional cues to guide individuals through the site. Marketers can gain some control over visitor flow with stronger calls-to-action.
This keeps people on the site for longer and helps you place more relevant information in the right places.
Return or New Leads?
Irrespective of the goal of your marketing campaign, the goal of your landing page will always be constant - to generate more leads for your business. Any content offerings that you promote on your page will attract the existing customer base automatically but what would really determine the success, would be the number of new customers your get based on that.
Notice who are these people converting on your landing page. Are these are returning ones or existing ones or the new ones? This will decide the success or failure of your campaign and if you do fail, then you know you have to restructure your landing pages for better chances of success.
Are they sharing your content?
It’s not enough that people read your content. A high number of people sharing a particular article tells you, your readers are finding value in what you are posting and want to pass it on to other colleagues, friends, family, and people on social media who might be interested in the same kind of knowledge.
This can not only lead to better conversions but can also positively influence your search engine rankings. If your findings are successful in that regard, then keep doing whatever you have been doing, because you might just be doing it right.
How long do they stay for?
This is a simple metric to measure. In general, longer visits indicate that your website is full of engaging content. However, spending too long on one page may tell you that a user has lost interest.
You have more chances to convert visitors when they stay on your website longer, and this is pretty great for SEO efforts as well.
Many landing pages use lead generation forms to collect contact information from prospects. Form abandonment happens when users start filling out useful information that you have asked for but leave before they complete the form. A spike in people failing to complete the form may mean you're asking for too much information upfront or the design isn't user-friendly.
The most effective landing pages create a sense of urgency, which can get derailed when marketers ask users to fill out a large number of fields.
If the form is targeting new leads, asking for a name and email address is often enough because it allows you to target prospects with nurturing campaigns. A/B testing can help you determine the optimal number of fields for your lead generation forms.
Approaching landing pages scientifically and constantly measuring results makes your efforts more successful and drives conversions. As you move forward and optimize your landing pages, it is best to test each one at a time and implement the changes, as opposed to making too many changes and trying to implement them all in one go.
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