How to Measure Landing Page Success using landing page KPIs

So you’ve spent time and effort creating the best landing pages, and now you want to track landing page conversions? Well, that's precisely why I will explain how to measure landing page success and the heaps of benefits it reaps.

Landing page key performance indicators track results and performance. They control your content by enabling you to tweak content to increase conversion. But you are losing many customers if you are not building your landing pages for success.

In this blog, you will learn all about landing pages and how to measure their success. You will also learn about a new analytic tool that has revenue tracking.

Without any further ado, let's dive in!

What is a landing page?

A landing page is a standalone web page on which potential customers can "land" after clicking a button or link. The clicks may come from an ad, email, social media page, or another digital website, with the goal being to collect information from visitors.

When users arrive at your landing page, they are inspired to take a specific action; they might join your mailing list or buy your products. If the user takes an intended action, your landing page has succeeded in converting them.

Landing pages are ideal for digital advertising campaigns. Its goal is to convert visitors, making it an essential tool for all marketing campaigns.

Landing pages differ from other web pages because they are not part of a website's evergreen navigation. They serve a specific purpose in the context of an advertising campaign to a specific audience.

A landing page should have a clear value proposition and visual hierarchy and undergo continuous tests to optimize it for the best conversion. Thus you need to know how to measure landing page success.

How to Measure Landing Page Success

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Marketing has come a long way, and as such, landing pages have emerged as one of its critical elements. Thus, marketers need to measure the ROI on their landing pages. But how do you measure landing success?

Landing pages are great for conversion, but your marketing efforts will go down the drain if they are not well-optimized. So, here are a few things to look out for when measuring how well your landing pages are performing.

1. Page views

When it comes to landing pages, we frequently misunderstand page views. It won't help your marketing if no one looks at your page. So, when analyzing your traffic, ensure you include both total page views and new page views (unique visitors). 

Understanding the number of page views will help you determine which of your visitors are new and which have returned to the landing page after visiting. 

You want visitors to spend more time on your page as it indicates that they are reading and digesting the information you provide. It also indicates that they consider you a solution to their problem and that you nurture a high-quality lead appropriately.

Analyzing page views helps with the following.

• It will demonstrate how well your landing page is optimized for search engines.
• It reveals viewer trends - for example, filtering by date can reveal whether a weekday or a weekend influences the number of visitors.
• You can see which landing pages get the most traffic and decide which ones to optimize.
• Pageviews are an excellent place to investigate where views come from and what visitors do after viewing the page.

2. Bounce rate

Bounce rate is the percentage of visitors who come to your page and then leave without taking any further action. A high bounce rate may indicate that you should reconsider the user experience of your landing page.

If your bounce rate is too high, you should think about the user experience of your landing page:

• Check if your landing page is simple and intuitive, then match ads.
• Examine SEO best practices if visitors arrive at your landing page accidentally after searching for something unrelated.
• Make sure your landing page is mobile-friendly, as people are likelier to abandon them than other devices.
• Improve the speed of your landing page.

Analyze why visitors aren't taking the expected action and optimize your landing page based on the findings.

Remember, you should interpret each landing page's bounce rate separately. Everything depends on the page's primary purpose. A high bounce rate does not always indicate something wrong.

3. Session duration

The metric 'average session duration' measures the average length of sessions on your website. Google Analytics starts counting a session when a user visits your website and continues counting until the session ends.

If your average session duration is only a few seconds, you're probably not doing enough to capture a user's attention and provide them with the necessary information. Visitors also tend to have longer session durations on an educational landing page.

If your session duration is relatively long, but your bounce rate is still high, you may have a confusing or frustrating user experience or simply too much content.

Whether or not the design appeals to readers and encourages them to stay longer, adding engaging content such as videos is a great option.

4. Conversion rate

The conversion rate indicates how many users complete an action directed by a landing page. After all, landing pages are designed to serve as conversion hubs. 

Whether the conversion action is filling out a form, watching a video, downloading an asset, scheduling an appointment, or making a direct purchase, they all lead to conversion.

Determining a successful conversion rate varies by company. You can determine a conversion rate by your digital presence, which might vary depending on the industry, average website traffic, and other factors.

If your landing pages are optimized using best practices, you may want to increase your conversion rate target.

Some analytic tools like Google Analytics track the KPIs of your landing pages. You can set up goals there as well. This allows you to keep track of conversions and understand how their rates fluctuate and whether or not they are close to the target.

5. Traffic sources

When it comes to landing page analysis, knowing where your visitors are coming from is critical. These metrics will notify you which marketing campaigns are successful and are no longer worth investing in, which will help you decide which channel to focus on.

How can you increase the number of people who visit your landing page? You can focus on making improvements once you understand where your visitors were before they arrived at your landing page.

So, how can you increase your landing page traffic?

• PPC advertisements
• Organic searches
• Social media
• email promotion
• Content marketing

The basics of your marketing funnel are the traffic sources, which determine your leads' quality and quantity. So make sure you put in a lot of effort to attract a specific audience.

6. Form abandonment rate

Form abandonment shows how many people fill out a piece of information and then abandon the landing page without finishing it. This landing page KPI is relevant for lead generation landing pages.

A high abandonment may indicate that your form may take a lot of time to fill out or contain sensitive content. You want to keep it as short as possible and be neutral in your content.

Enter SquidVision….

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SquidVision is a new and sophisticated way businesses can track website conversions by tracking revenue. Website conversions are crucial when it comes to measuring a landing page performance. So, SquidVision has introduced a way of tracking revenue from clicks.

For some time, heatmaps on scrolls and clicks have been what most analytical tools offer. However, SquidVision has introduced the most critical landing page metrics: revenue heatmaps.

Revenue heatmaps are not that different from click-and-scroll heatmaps as they show the revenue generated from clicks. That means you see all generated revenue from every button and link on your website.

Moreover, these revenue heatmaps show your traffic sources by indicating where your visitors clicked and revenue accumulated. So, buttons and links with less accumulated revenue might indicate that they are not driving the best traffic to your website.

With SquidVision, you also see your conversion rate by knowing where your visitors are converting in the funnel. This is where you also know when they take out their wallets a]or pull out their credit cards, making them your customers.

Your CTAs can potentially drive a large amount of traffic to your homepage. Yet, you may find that your bounce rate is high before your customers reach the revenue page. But with SquidVision, you can make changes to enhance your sales funnel.

And the best part? SquidVision is straightforward, and you only need to follow three clearly outlined steps to get your revenue analysis. 

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Features

• Revenue heatmaps

Revenue heatmaps are best suited for your business if you want to know which links and buttons turn into money. Revenue heatmaps allow you to see click data, revenue data, and conversion rates.

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• Conversion tracking

SquidVision connects all links and buttons in your conversion tracking. Conversion tracking is excellent at determining where your potential clients are leaving in the funnel. So, you can audit some of your content and blogs and promote your content for better conversion.

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• CTA analysis

CTA analysis is an excellent way to measure your landing page success, so SquidVision lets you see if your CTAs are working as expected. There is nothing as annoying as having CTAs that have no impact on potential customers. You can tweak all bad CTAs for more traffic.

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• Content marketing audits

Different strategies vary, and some may do well more than others. Thus, with SquidVision, you can know which content brings traffic to your website. You can also track content sales by seeing the revenue generated from each post. 

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• Integrations

Best analytic tools integrate with applications to make your work easier. So, SquidVision is no exception; it integrates with popular applications like Stripe and Shopify stores. But, other integrations will soon be introduced, including Magento and WooCommerce.

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Pros:

• Track page views with revenue heatmaps
• Track conversion rates on buttons and links
• Track bounce rate by looking at underperforming clicks
• Get revenue insights on links and buttons
• Click data on every click
• Audit your content marketing
• See if CTAs only attract lurkers and making tweaks to CTAs
• Integrate with popular applications

Cons:

• No free plan, but there is a free trial
• No recordings of how users interact with your website
• No session duration tracking

Pricing:

SquidVision has taken the time to customize its pricing plans for different business sizes. So you get value for money and the best solutions. The monthly plans come with a 14-day free trial but no free trial in the annual billing, so you get two months free.

SquidVision has three pricing plans.

• Porthole for $49.
• Clear Water for $99.
• Visionary for $199.

All in all, we’ve made SquidVision in a manner so that you’re able to calculate the impact of your CRO experiments on the revenue.
If you’re looking to measure the direct impact of your CRO experiments, check out SquidVision.
Click here to start a free trial