Use Analytics to Measure the Performance of Your Landing Page
You know a landing page is an essential part of your marketing campaign. It can drive significant traffic to your website, boost the site’s visibility on search engines, and increase conversions. It’s crucial however that you find a great tool to measure the landing page’s performance. This will give you a clear understanding of the various aspects of the page and determine which ones can offer you the results you want.
Most marketing superstars praise Google Analytics, a free program that facilitates easier tracking of various features of site performance. Note that a landing page creator and other proprietary programs offer analytics capabilities. Here is how to use Google Analytics to analyze the performance of a landing page.
Get Google Analytics
Signing up for a Google Analytics account is an easy task. Place the Google Analytics tracking code provided on every web page you want to analyze. If your sites use the WordPress platform, simply add the tracking code to the theme settings or install and use Google Analytics for WordPress.
Google Analytics provides a comprehensive dashboard for your website. The dashboard provides diverse categories of data including the total number of site visits, the number of returning visitors, new visitors, unique visitors, average pages viewed per visit, average time per page, and other basic website statistics.
To analyze your landing pages, click on the ‘content’ tab and select ‘landing pages.’ You can analyze different data categories such as the average time the site users spent on the page, bounce rate, the percentage of new site visitors, and the number of pages per visit. Note that high bounce rate (higher percentage) indicate that your site traffic sources or the keywords used aren’t relevant enough. Once visitors land on your site, they simply realize that your site isn’t what they need and immediately leave.
Reducing Bounce Rate
To receive your website’s bounce rate, here are important factors you should consider.
- Are your keywords directing your site visitors to the landing page relevant? If it’s paid search, modify the terms you are bidding for. For organic search, revise your onsite content to reflect relevant terms.
- Ensure that your landing page is functional and follows a logical eye path. If your landing page is too confusing for your site visitors, they are likely to leave the page and check your competitors’ sites.
- Does your content present a problem, offer a solution, and a clear CTA? Pages that leave a lot of guesswork for the readers are likely to have higher bounce rates.
Set Up Goals
Google Analytics enables webmasters to create specific conversion goals for optimal landing page tracking. For instance, you can create ‘download completed’ page or ‘thanks for registering’ page. Such pages indicate the number of site visitors who took the requested action. Thus, you can determine the performance of your landing page based on completed goals as a percentage of total visitors.
Armed with the data provided by Google Analytics, digital marketers can efficiently fine-tune their website landing pages to meet certain requirements and monitor performance.