The most important landing page metrics for your business

Landing pages are the essential parts of any website looking to grow its online presence through digital marketing solutions. They are the destination where businesses want users to end up after following ads, email marketing campaigns, social media posts, etc. However, creating a good landing page takes a lot of work. To ensure that you are getting a good return on your investment, you should monitor how your landing page is performing. Unfortunately, knowing which metrics to track can sometimes be a bit difficult. In order to help you get the most out of your website, we are going to be taking a look at the most important landing page metrics for your business.

How marketing affects your landing page

Notebook with KPI for landing page metrics.
Set accurate benchmarks for your KPI and track them over a long period.

Most businesses make a profit by selling products to customers. However, the first step is usually creating an appealing product people will want to buy. Afterward, you need to develop a marketing campaign to promote your products to customers. Nowadays, pretty much any marketing campaign is centered on a landing page. Thankfully, digital tools offer ways to measure the success of your marketing strategy by tracking key performance indicators on your landing page. You can use the data you gain to make adjustments to your campaigns and figure out what is working for your business.

What are key performance indicators for landing pages?

KPIs (or Key Performance Indicators) are a way to measure the effectiveness and performance of your company. You can set objectives for your company and follow them over a long period of time. While finding the most important landing page metrics for your business isn’t too difficult, accurately setting the right benchmarks you want to achieve can be very tricky.

How to set the benchmark for landing page metrics

You can do this by tracking the performance of your own company and comparing that to your previous results. However, this approach can take a long time to set up. You will need to have a lot of data on hand before you can do actual comparisons.

Another method is to compare your results with the competition. Unfortunately, for this to be a viable tactic, you’ll need to have access to competitive analytics. Since that kind of data isn’t always publically available, it can sometimes be difficult to measure up to the industry leaders in your field.

The most important landing page metrics for your business:

#1: Pageviews

This metric shows you how many times your landing page has been viewed by website visitors. If you are running any events or tying your marketing to a time-limited sale, you should also take note of when your page was visited. By looking at the times when the largest number of visits were offered, you will be able to tell which of your marketing efforts drove the most people to your landing page.

#2: Traffic origin

User making online purchase.
Engage users on your landing page with a strong call to action button.

Measuring the source of traffic can tell you a lot about how your marketing is performing. The landing page is the perfect place to see which of your channels are bringing in the most traffic. If you find that your marketing isn’t performing as well as you would like, you might want to consult with digital marketing experts from New York who can help craft the perfect marketing for your specific needs. Depending on the types of campaigns you are running, traffic to your website will mostly come from:

  • PPC. Pay-per-click advertising leads users directly to your landing page, and it’s one of the most affordable forms of marketing.
  • Email. CRM software typically relies on email communication with clients. You can include links to your landing page in the emails you send.
  • Organic. Individual user search queries and clicks from search engines. This information can also be good for measuring how your SEO and keywords are performing since that is what can influence organic traffic the most.
  • Social Media. If you are advertising on social media, you should find out which platforms are bringing you the most visitors. Then focus more on the channels with the best ROI.

#3: Conversion rate

The main goal of any marketing campaign isn’t just to get users to visit your site. This is always followed by attempting to achieve conversions or to entice users into performing a desired action on your site, like filling out a form, placing an order, or subscribing, etc. You can set specific goals for different campaigns; however, most successful landing pages adhere to proven techniques to achieve a high rate of conversions. Regardless of what you want users to do on your site, conversions are one of the most important landing page metrics for your business.

#4: Bounce rate

Shopping cart for online sales on keyboard button.
Make sure to reduce your bounce rate and form abandonment.

Your bounce rate signifies the number of people who have left your website immediately after arriving on your landing page. This means that they didn’t perform any additional action like filling out forms or visiting other pages. You can almost think of bounces as the opposite of conversions. Instead of getting users to interact and engage with your site, something caused them to leave. Obviously, you’ll want to reduce your bounce rates and try to improve your conversions so you can generate leads and boost sales.

#5: Number of abandoned forms

Most companies have a call to action (CTA) button on their landing page. The CTA usually leads users to a form where they can sign up for your services or email lists. However, if users abandon forms before they fill them out, you will end up losing potential leads. Unfortunately, users could be abandoning forms due to different reasons. To find out which forms are giving the best results, you can perform simple A/B tests, and reduce the rate of abandonment.

To summarize

Now that we’ve given you a rundown of the most important landing page metrics for your business, it’s up to you to determine which will be the most impactful for the marketing campaigns you are running. The success of any marketing campaign can depend on which metrics you are tracking. However, just tracking the success isn’t going to do much if you don’t act on that information. Carefully examine each KPI and try to figure how to optimize your landing page to increase the relevant parameters.

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