When it comes to digital campaigns, your landing page can make or break your success. It’s the turning point that takes visitors from “I’m just browsing” to “I’m interested” and is a key player in website conversion.
But like anything, landing pages sometimes don’t perform as well as they should. Fortunately, there’s always room for improvement — and there are plenty of tools out there to help with landing page optimization. Here are just a few tools and key performance metrics you should be paying attention to to create effective landing pages.
Landing Page Analysis Tools
Google Analytics is the bread and butter of landing page analysis and optimization. From conversions to page views to visitor demographics, Analytics gives you insight into it all. Use Analytics to track interactions with your page, then use the data you gather to learn more about your target customer to better cater to their needs.
SEMrush is a handy tool you can use to research what keywords your competitors are already ranking for, making it easy to construct high converting landing pages. This can also help you gather new keyword ideas that you may not have otherwise thought of to expand your keyword footprint.
Aside from gaining information about your competitors, you can also use SEMrush to see how your landing page ranks in the SERPs and which keywords it’s ranking for to give you more information to work with when optimizing your page. You can see which position your page ranks for specific keywords, how much traffic your page receives for each keyword and how many backlinks direct to your landing page — all of which is extremely valuable information for landing page optimization.
HubSpot is a popular digital marketing platform that offers its own set of powerful tools you can use to effectively optimize your landing page’s performance — including a landing page builder that lets you create gorgeous, mobile optimized pages and smart CTAs to drive conversions. Once your landing page is built, you can continue optimizing it with HubSpot’s built-in A/B testing tool.
Google Search Console
Google Search Console is a free tool you should be taking advantage of to measure your online success and drive traffic to your landing page. It shows you exactly how Google sees and displays your page in the search results, as well as which search terms your page is receiving clicks and impressions for and which sites are linking to your page. You can use this information to see how well your landing page is performing in the SERPs and optimize accordingly.
If you want to know even more information about the landing page success, call tracking on the pages is a must. It allows you to go deeper by correlating campaigns with incoming calls, making it easy to track the performance of your landing page and compare it against your other campaigns, including paid ads, inbound marketing campaigns and offline campaigns. You can then use the information you gather from call tracking to further optimize and drive more traffic to your page.
Make sure your landing page includes a clear call-to-action to entice phone calls, as well as a unique tracking number to keep tabs on landing page performance. That same number will be shown to the same customer, even if they decide to leave your landing page and check out other pages on your website. Once your phone starts ringing, you can see in real time important data like call duration, caller location, call inquiries and call time of day to further tailor your campaigns and conversations with customers.
Performance Metrics for High Converting Landing Pages
Any marketer knows that measurement is key to success. If you’re not measuring the performance of your landing page, how do you know if it’s succeeding or flopping? Here are some metrics to keep in mind when measuring landing page performance.
Number of Visits
You want to make sure your landing page is actually receiving traffic before delving into other performance metrics. With Google Analytics, the data is right in front of you. Not only will you be able to see how many visits your page receives in any given amount of time, but you’ll also see which sources drive the most traffic to further optimize your page.
Conversion rate is arguably your most important landing page metric. This is the rate at which an action is taken, such as a form fill, a download, a purchase or a newsletter subscription. Since the goal of your landing page is to drive conversions, it’s crucial that you pay attention to your conversion rate and how any adjustments to your page or marketing strategy affect it.
To track conversion rate, you must first specify a goal and set it up to be measured in Google Analytics. The measurement of visitors who took the desired action will then be shown as a percentage.
However, this data can be inaccurate if you’re only tracking online conversions. What happens if someone decides to call you instead of fill out a form? That’s where call tracking comes into play. It’s the missing link you need to gather phone call conversions to accurately judge your landing page performance.
This metric indicates how often people visit your page only to leave shortly thereafter. A high bounce rate could be attributed to one of the following:
- Lack of information or misinformation: Visitors do not see what they’re looking for on the page.
- Difficulty navigating page: Page is not user-friendly.
- Poor design: The design of the page is unattractive and unappealing.
Time on Page
It’s crucial that you pay attention to the amount of time a user spends on your landing page. If you discover that visitors are spending a short amount of time on the page, it could indicate that they’re not finding what they’re looking for. But a large amount of time spent browsing the page may indicate that they found the content valuable, and potentially explored other pages on your site for more information.
How to Create Effective Landing Pages
Now that you know which metrics you should pay attention to and which tools to use to measure them, it’s time to take the information you’ve gathered and use it to improve your landing page success. One of the best ways to do this? A/B testing.
Test as much as you can using A/B testing — different CTAs, forms, rich media (images and video) and other on-page items to see if any changes impact your landing page conversion rate. In addition, test different designs of your landing page to see which one resonates best with your website visitors. Remember: Measurement and analysis are key to creating effective landing pages. If you’re not gathering and analyzing the data, how can you know what’s working and what’s isn’t?
There’s no single tool or metric you should rely on for landing page optimization. Rather, you should use an assortment of tools so you can get the big picture of your landing page’s performance and make changes accordingly to improve results.
Want to learn some more tangible tactics for optimizing your landing pages? Take a look at our A/B testing best practices whitepaper.