4 Keys: Great Landing Page Metrics – Part 2
The main purpose of any landing page is to convince visitors to respond to a call to action. You should rely on performance of your landing page metrics to determine it's effectiveness . This analyzes how satisfactory the page is at converting visitors into valuable customers.
We briefly analyzed the four important metrics to consider in our Part one . In this article we will look at four more landing page metrics that you need to think of for the performance of your page.
Landing Page Views
How many visitors does your landing page attract within a given time period? This is one of the more obvious (but surprisingly overlooked) landing page metrics. People tend to overlook the metric since it has little to do with the actual landing page design.
online ads tend to redirect visitors to the landing page. A landing page that has no views translates to clients not clicking on ads that should direct them to the landing page.
This is a problem with the advertisement design/wording, or advertisements placed on online locations. Such ads usually don't get visits by the market segment for the intended product/service .
The bounce rate is closely links to the conversion rate metric. Basically, the bounce rate refers to the amount of visitors who leave the landing page without going through its content.
The amount of time spent on the site determines the bounce rate
For example, a visitor who will spend more than 2 minutes on a landing page (without a respond to the call to action) is not a ‘bounce’ visitor. They have gone through the content and decided that the offer does not appeal to them (either they cannot afford it, or they do not need the product/service).
Visitors who spend less than 5 seconds on a page before they leave, are potential clients only that the landing page didn't attract them. The bounce rate is the ratio between ‘bounce’ visitors and the total viewership of a landing page.
A landing page that has a high bounce rate has a design flaw and repels clients away before content engages them.
Sale Per Client
How profitable is every transaction? The main aim of every business is to maximize the profitability of every single converted customer. It is not ideal to have an impressive conversion rate when every converted customer is not sufficiently profitable.
This is one of the landing page metrics that marketers often ignore since every page design is to achieve a high conversion rate. However, high conversion rates result to higher quantity of clients,thus their quality (in terms of profitability) is equally important.
The amount of profitability gained from every converted visitor also determines whether the cost incurred in the marketing campaign is justified. Cost associates itself with the acquisition of every client (which is the total marketing cost divided by the number of acquired clients).
If the cost to acquire each client far exceeds the profitability of the client, then this is a sign that the marketing campaign needs a revision. This decision is only guided by the measurement of the sale you achieve per client metric.
Lead to Customer Conversion
When viewing landing page metrics, the focus is towards the conversion of visitors to leads. Very little attention is paid to whether the leads convert into paying customers. Leads, on their own, add no value to a business.
Converting visitors into leads is the first step in any online marketing strategy. Focus on whether these leads can be converted into paying customers to justify the marketing efforts.
The lead to customer conversion metric monitors the landing page’s efficiency to convert leads to paying clients. With those 8 outstanding landing page metrics you are good to convert visitors to clients and widen your sales.