Are you using the right landing page analytics? Many businesses have the perfect lead generation funnels, but don't properly track analytics to get the most out of their landing pages.
A recent audit by Kissmetrics found that 58% are tracking conversions. A majority of the conversions aren't being tracked because of poor setup.
We're going to give you a crash course on what makes a strong landing page, the right analytics to track and the tools you will need for increasing conversions.
How Strong Is Your Landing Page?
The best place to start is the landing page itself. You want to be sure that you have all of the elements in place before you start to track.
- Goal of the landing page. Much like any project, you want to have a goal in place for your landing page. Is it to drive sales, get someone to watch a webinar, sign up on your email list? How many sign ups or new business do you want from this campaign?
- Does your landing page make sense? In other words, if someone were to bring the page up on their phone, would they able to scan the content quickly and decide right then and there to sign up.
- Your headline is the most important element of the landing page. As advertising legend David Ogilvy would say, eighty cents of every dollar spent is in the headline.
- How long does your page take to load? The longer it takes for a page to load, the less likely users will stick around to see it.
- What's your call to action? After all, you're creating a landing page to have the user take some sort of action. The purpose of the landing page is to tell them exactly what action you want them to take. Don't assume that they know. Tell them.
The Most Important Landing Page Analytics to Track
Now that you have a strong landing page, it's time to look at the right landing page analytics.
We find businesses focus on the 'feel good' analytics, rather than the analytics that can tell you if your marketing dollars are working for you.
Think of it this way, it's like looking at Facebook with 10,000 likes. A Facebook page with 10,000 likes is awesome. Those 10,000 likes don't engage with your content or visit your website. You feel good because you have all of these likes, but in the end, that does nothing to move your business forward.
The landing page analytics we recommend for businesses are:
How many visits is your landing page receiving? You want to be sure people are actually visiting your landing page before you get into any other analytics. It's very useful to track where that traffic is coming from.
Landing page analytics can boost conversions, yet, so many businesses aren't doing so.
To find your conversion rate, we have to revisit your landing page goal. How many people took the desired action out of the people who visited your site? That's your conversion rate. This is the most important out of all the landing page analytics to track.
Tracking a landing page's conversion rate is wonderful if you are just tracking online actions.
What if you have a business where people are more likely to call than download your white paper?
Tracking phone calls helps you fill the gaps in your analytics. You can take your call tracking metrics a step further and track the questions addressed and whether or not that conversation turned into a sale.
The bounce rate tells you if someone visited your landing page and left shortly after. A high bounce rate can indicate that the user didn't find what they were looking for or the page design failed to complete your goal.
Time on Page
How much time people spend on your landing page helps you identify if your content resonates with users or not. The more time someone spends on your page, the more likely they are to convert.
Using the Right Tools for Landing Page Analytics
The two main tools to track landing page analytics are Google Analytics and Google Search Console. Both are powerful free tools from Google.
Google Search Console will show you how your landing page appears in search results. The Search Console displays the search terms you rank for, the number of impressions and click-throughs your page receives as well.
Google Analytics will show you the key metrics mentioned above and can be set up to show you visitor demographics, too.
Between these two tools, you will be able to quickly and easily track your analytics.
What's Your Follow up Process?
When you start reviewing your landing page analytics, you're going to want to know what a good conversion rate is.
An average conversion rate will vary by industry. The general consensus is anywhere from 2%-10%. The goal is to increase your conversion rate as much as possible.
If that means 90%-98% of people aren't ready to sign up, how are you reaching potential new clients? Are you using a retargeting campaign to reach them?
Even if you do have someone take the desired action, such as download a white paper, you still need a follow-up process to convert them into a sale.
Research indicates that you have to reach a person at least 7 times in 18 months to convert that person into a sale. Your follow up system is instrumental in your landing page's success.
It's Easy to Get Overwhelmed
When looking at your landing page analytics, it's easy to get distracted by numbers that don't make a difference in your bottom line.
And if you don't have the right follow up system in place, you could be throwing your marketing dollars away.
Not sure where to start when it comes to analytics?
Because of the complexity of the landing page and website design, all of this information can be overwhelming and stressful. Here at Imagine That, we can help you with all of your landing page and website optimization needs. Contact us today for more information about tracking and page analytics.