After all the work you’ve put into your campaigns, the high expectations and the anticipation of new revenue rolling in, you’ll of course want to know the success of your landing pages. It is a critical necessity to help you in your business website the road to success.
Landing pages are often targeted to a hyper-specific subset of consumers and are also great tools to help you test what works for different groupings of people. In essence, landing pages are very important and can help you learn a lot about your audience.
But how do you know what to measure?
Chances are, you already know what you want visitors to do once they get to this page. Otherwise, you may want do some brief reading on setting goals for your website or landing page. Goals, by definition, are measurable. Here are the top three metrics to pay attention to when you review the successes and failures of your landing pages.
1. Conversion rate
Your landing page conversion rate is the single most important metric to track. A conversion rate is essentially the percentage of goals achieved. Since you now have a goal for your page, this should be relatively easy to track. The standard goal is purchases or leads. Let’s say you’ve got 1,000 visitors to your landing page and 20 purchases as a direct result of this page. Your conversion rate would then be 2%.
This means your landing page efforts are two-fold: driving traffic and driving conversions. If you notice a lot of traffic but not a lot of conversions, then it’s time to change something; because your landing page is not as successful as it could be.
2. Bounce rate
This metric is the number of visitors who leave your landing page without taking action over the number of total visits. This will help you keep track of which pages are performing well and which ones need more work.
This metric is an important part of understanding your website traffic overall and will help you see where changes or improvements can be made. Keep in mind that a bounce rate will not tell you what exactly is not working, it will only tell you that people leave your page.
3. Cost per sale or lead
Side angle to your conversion rate, you’ll want to track how much you are spending to acquire new business. In essence, the cost of advertising divided by the number of sales made, or leads acquired if you are a service provider.
For example, at Yola, we track our advertising success based on the cost for a paying customers even though we want and encourage free users to sign up. Since we have both free and paying customers, we can look at one as sales and the other as leads. By calculating how much we spend versus how many customers we acquired, we can then understand the true value of each campaign. This metric also helps us factor in the lifetime value of our customers through these campaigns.
Give these metrics a spin and see how successful your landing pages are and where you can improve upon them.
Alyse Speyer has successfully created and maintained sustainable brands through traditional, online, and mobile marketing channels, utilizing web content, social media, advertising, search, lead nurturing, and integrated strategies. Before Yola, she held Marketing Manager positions at Jobvite and Online Marketing Connect. Alyse has eight years of online marketing experience, specifically inbound and product marketing.
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