How to conduct landing page analysis
In the blog post, you’ll learn how to conduct a thorough analysis of your landing pages.
Table of contents:
What is a landing page analysis?
Landing page analysis is a continuous process of measuring the primary and secondary performance indicators of your landing pages as well as analyzing visitor behavior.
What’s the goal of a landing page analysis?
The goal of landing page analysis is discovering the areas of improvement and identify actionable steps to maximize the performance of your landing pages.
What are the steps of a landing page analysis?
Landing page analysis consists of three key steps:
- Analyzing the primary landing page performance indicators
- Analyzing the secondary landing page performance indicators
- Analyzing user behavior on landing pages
Step 1: Analyzing the primary landing page performance indicators
There are five primary landing page performance indicators — traffic, number of unique visitors, number of conversions, visitor-to-lead conversion rate and landing page speed.
By continuously measuring those five KPIs and analyzing how they’re trending week over week and month over month, you collect the intelligence that helps you make data-driven decisions and take actions to improve the performance of your landing pages.
Pro Tip: The five primary landing page performance indicators are: traffic, number of unique visitors, number of conversions, visitor-to-lead conversion rate and landing page speed
1.1. Analyzing landing page traffic
Landing page traffic represents the number of times your landing page was viewed by the visitors. Some of those visitors may have viewed your landing page more than once — all views will be counted as part of the traffic.
1.2. Analyzing landing page visitors
Unlike traffic, landing page visitors represent the number of unique people who viewed your landing page. Every visitor is counted once, regardless of how many times they actually viewed your landing page.
1.3. Analyzing landing page conversions
The number of conversions represents how many times a target action was performed on your landing page by the visitors. In other words, it shows how many times visitors performed the conversion goal you had set for your landing page (i.e. form fill-out, button click, etc).
Having one call-to-action and one conversion goal is among the most important landing page best practices. This approach helps you get more conversions and more clean data.
1.4. Analyzing landing page conversion rate
Landing page conversion rate is the king of landing page performance metrics that you need to be constantly keeping an eye on. More than any other primary landing page KPIs, it tells you how effective your landing page really is.
1.5 Analyzing landing page load speed
These days, even in b2b space, purchasing decisions get made fast. Slow page speeds may result in lost conversions, or even revenue. Keep this in mind, when putting together your landing pages.
If you’re using Marcom Robot Landing Page Builder, the speed testing feature is available to you right out of the box, even if you’re on the free plan. Alternatively, you can use Google's PageSpeed Insights to test out your landing page load speed manually.
Step 2: Analyzing the secondary landing page performance indicators
There are three secondary landing page performance indicators — device-level performance, country-level performance, browser-level and operating system-level performance. These KPIs provide an additional insight into how your landing pages are performing in various regions, on different devices, browsers, etc.
While you can’t really improve your landing pages based on the secondary landing page performance indicators, this type of intelligence is still very actionable. For instance, you can optimize your Ad spend on different regions thanks to the country-level performance information.
2.1. Analyzing device-level performance of a landing page
Mobile devices and tablets play an important role in the modern lead generation and e-commerces since more and more users surf the internet using these types of devices instead of traditional desktops and laptops. Hence, as digital marketers, we need to ensure our landing pages are optimized for the modern device stack — desktop, tablet and mobile.
Marcom Robot Landing Page Builder has a real-time preview of how your landing pages look on modern-age devices. This feature is standard for all of the plans, including the free plan.
2.2. Analyzing county-level performance of a landing page
If your marketing campaigns generate significant traffic from different countries, one of the insights that you may find valuable is the country-level performance of your landing pages. This type of intelligence helps you identify regions where your programs demonstrate the highest return on investment.
With Marcom Robot, you’re getting real-time data on how your traffic, visitors, conversion and conversion rate data is trending by country. You can use this data to adjust your targeting criteria and optimize your Ad spend.
2.3. Analyzing browser- and OS-level performance of a landing page
Certain browsers render pages in their unique way. Also, your audience may be part of an area where certain browsers are more popular than others. This is why you need to be aware of the at least the top 5 browsers (and operating systems) used by the landing page visitors. That way, when testing out your landing pages, you know exactly what browsers to use.
The browser-level performance and operating system-level performance are both part of the standard landing page analysis capabilities of Marcom Robot Landing Page Builder.
Step 3: Analyzing user behavior on landing pages
3.1. Analyzing user actions on landing pages with heatmaps
Understanding the user actions on your landing pages is crucial for improving their performance. Heatmaps are designed to give you the unique type of intelligence as they show exactly what users have been doing on your landing pages.
You can spot patterns of actions that see what landing page visitors are clicking on, what content is drawing the visitor’s attention, and what elements are a distraction. With this type of intelligence, you can build data-driven landing pages perfectly optimized for conversion.
Marcom Robot provides an easy way to view a heatmap visualizing the engagement with elements of your landing pages. For every landing page that has had more than 100 views (Traffic), a heatmap becomes available.
3.2. Analyzing scroll depth
Unlike the website pages that are usually quite long and content-heavy, landing pages tend to have a smaller number of elements, and in general, are considerably shorter than the website pages. Nevertheless, analyzing the scroll depth for any landing page is the best practice to identify the optimum length of landing pages for the type of audience you’re dealing with.
The landing page builder by Marcom Robot comes standard with the Scroll-Depth Insights feature helping you analyze how deep your landing page visitors are scrolling, It shows the percentage of visitors who have scrolled through the landing page and reached a certain depth.
Conducting a thorough landing page analysis with Marcom Robot
Marcom Robot Landing Page Builder provides all of the features you need to conduct a through landing page analysis — key performance analytics, speed testing, heatmaps and scroll-depth insights. Watch the video below to see Marcom Robot's landing page analysis capabilities in action.
Key benefits of conducting your landing page analysis with Marcom Robot:
- You can track and analyze the dynamics of your traffic, visitors, conversions and conversion rate by day, week or month.
- On top of that, you can review the landing page performance data by country, device, browser and operating system.
- You can also dig one level deeper and analyze the visitors’ behavior on your landing pages with integrated heatmaps.
- Finally, you can check your page load speeds in real time thanks to the speed testing functionality.