Three metrics to improve your landing pages

Key Performance indicators are invaluable to Digital Business. One of the main advantages of selling online is that almost everything is possible to be traced. Whether you want to report that you are making sales from a landing page from a Mailchimp campaign, or try to have a grasp of the quality of the content on a page; Google Analytics holds no secrets for you. We will give three examples of insightful KPIs to choose, explain what they mean, and how to improve your landing pages..

Bounce Rate

The Bounce Rate as a metric tells you whether your page is relevant to people that enter the website or not. A bounce physically means landing somewhere and a clash away. Google Analytics measures a bounce as a viewer on a page that does not interact anywhere on the page before they leave. Therefore, the bounce rate equals non-action takers as a percentage of total visitors. Mainly, there are two reasons why your web page might not appeal to a visitor at the first place:

– The page does not serve the same purpose as the user intent

– The page isn’t not properly visualizing the information the user needs

In either scenario, you’d actually want your marketing efforts to pay off. When you are getting the wrong user on your page, you’ll want to take a step back. Check on your Ads’ keywords and the traffic you generate to a specified page from your other channels. Ask yourself “is this (strapline) relevant to my visitor here and now?” a couple of times. In case you find out that the visitors are correctly targeted, most likely you should adjust the User Experience on your site to goals your persona is trying to complete and to their appeal. This will help Improve your landing pages.

Time spent on the Web Page

As with the previous metric, this “Time spent on the Web Page” displays the relevance of the page. However, this metric allows you to get deeper into whether your page is actually adequately being consumed in proportion to the content you mean to present. Inserting infographics and pictures makes people want to read more, which increases their propensity to go for the extra mile. When people are stimulated by your copy and visual content, it will be a massive improvement to your page.

You could use Growth Hacking techniques to test how one visual, or how a change in the position of the text compares to the initial version of your content. It is important to stick with one change at a time to make a valid conclusion on your contribution. Our guest lecturer from Growth Tribe gave inspiring insights on Growth Hacking mindsets.

Conversion rate

Pages earn you money. Or something else valuable related to getting a customer to say ‘yes’ to your offer. The ‘Conversion rate’ metric on Google Analytics shows whether your website visitors are completing a conversion compared to the number of visitors. The amounts and events of conversions are yours to define, but don’t go wild.

If your campaign has an objective to make more sales of a specific product that is represented on a website, ideally, they visit the best landing page with relevant messaging and a strong Call-to-action to take you to the final steps of a purchase. If the conversion on your page shouldn’t not involve a direct sale, online product merchandising can be your solution.

Some conversions aim to collect personal data or a subscription to a newsletter. Also called Lead Generation, this process is optimized with a three steps approach, revealed by our guest lecture  from Growth Minded. First, go and explore tools that convert, define a roadmap towards the tool for your prospective lead, and finally add up KPIs to gain insights to improve your lead generation.

Metrics come with new metrics. Selecting the right one can be tricky, but remind yourself that you should limit to a few to reflect on how you intend to make your landing page perform. If you think redefining how you insert KPIs into your strategy is necessary, have a look at what our minor teaches.