For being so simple, landing pages have a lot of heavy lifting to do. They have to compel, convince and convert, all in a matter of seconds. But when you’re running split tests, are you really measuring all the right metrics? Depending on your business goals, you’ll want to adjust your tests and look at a few other key indicators that will point to the success of your landing page campaigns. Let’s take a closer look:
When launching landing pages for the first time, it’s important that you place less of an emphasis on “sell, sell, sell” and more on “here’s who we are and what we can do for you.” If that’s your goal, you’ll want to measure things that impact your visibility, including:
Referrers – Where’s your traffic coming from? Look at your analytics to see where people are coming from, then craft landing pages that speak to their specific needs and curiosities to enable them to get to know you better.
Social Mentions – Search engines already use on-page and off-page social signals as a ranking indicator. Look at which pieces of your content are performing particularly well on social networks, then develop landing pages that build on that excitement and sharing. Offer exclusives to your social followers and make them feel appreciated.
Networking – Sometimes your best sources of targeted traffic can come from who you know. People do business with those they know, like and trust, so by reaching out to other companies that complement your own, some of that trust will inevitably spill over onto your brand as well.
Once you get past the brand awareness phase, it’s time to boost your traffic numbers. While many people do these steps in reverse (traffic first, then brand awareness), you’ll do much better by building a solid foundation of outreach and connection before you turn the traffic dial to maximum. Here are the things you’ll want to measure to make sure you’re squeezing every drop of targeted traffic from your landing page promotion efforts:
Visitors – Your analytics can tell you who your visitors are, where they’re coming from, and even how long they stayed on your pages. But be careful not to let this number go to your head, since the same visitor can come back several more times to read other pieces of content or interact with your pages, which is why you’ll also want to measure:
Unique Visitors – Of those visitors who came to your pages, how many were unique? This number is a more accurate representation rather than the broader “Visitors” version. More unique visitors generally means your organic landing pages are performing well, or that you’re getting more relevancy from your paid ads, which in turn attracts more people to them.
Mobile Responsiveness – With so many people connecting on a variety of devices, making sure your site (and landing pages) are mobile responsive is crucial to increasing your conversion rate. By integrating your landing pages seamlessly with our supported third party services, you can see exactly where visitors are scrolling, how they’re interacting with your pages, and what’s piquing their interest.
This is possibly the most desired goal of all, since you want to encourage users to engage with your offer and become subscribers or customers. Fortunately, you can integrate marketing tools with your landing pages that let you measure the amount of engagement they’re driving, including:
Forms Submitted/Downloads/Video Playback Rate – Depending on the contents of your landing page, you’ll want to measure these key numbers to determine just how appealing your content and offer truly is.
What Happens Next? You’ve already learned a lot about measuring what users do while they’re interacting with your landing pages. But where do they go next? Looking at things like Bounce Rate will tell you what percentage of your users landed on your page and then left, while the Exit URL will tell you the last page(s) that they visited.
The best, highest-converting landing pages take all of these factors into consideration, knowing full well that they’ll be reaching customers at various stages of the buying and review process. While it may seem like a lot to work through at first, having the right tools and the right landing page builder on your side will make all your efforts pay off in less time than you think!
Sherice Jacob helps business owners improve their websites and increase conversion rates with user-friendly design, compelling copywriting and smart analytics. Learn more at iElectrify.com and download your free conversion optimization checklist and web copy tune-up.