Top 7 Landing Page Performance Metrics You Need to Track in 2022
In this article, you’ll discover (or perhaps rediscover) the seven key landing page metrics that you really need to track to maximize the performance of your landing page.
Key landing page performance metrics:
When it comes to measuring landing page performance, there’s a whole slew of parameters that digital marketers can be tracking. The question is, what are the must-track landing page performance metrics? In our humble opinion, there are seven key KPIs. Without further ado, let’s get straight to the point.
1. Load Speed
Your page has to load fast. Period. In the world, where decisions get made fast, slow page speeds result in lost revenue. Keep this in mind, when putting together your landing pages.
Pro Tip: The most common reason for low landing page load speed is heavy images.
How to maximize your landing page load speed?
To maximize page load speed, you need to ensure all of your images (usually JPEG’s and PNG’s) have been compressed before you start using them on your landing pages.
Modern landing page builders like Marcom Robot provide automatic image compression capabilities, so that you don’t have to worry about the image size, and spend extra time on compressing images manually. If you’re still using one of the legacy landing page creation products, consider compressing your images using free online tools such as TinyPNG.
How to check your landing page load speed?
If you’re using Marcom Robot Landing Page Builder, you’ve got the speed testing feature available for you out of the box. Alternatively, you can use Google's PageSpeedInsights to test out your landing page load speed manually.
Landing page traffic is the number of times your landing page has been viewed by the visitors. Bear in mind that some visitors may have viewed your landing page multiple times, and that all of those views will be counted as part of the traffic. Think of traffic as the best representation of the total amount of attention that your offering has received.
Landing page visitors are unique people who viewed your landing page. Every unique visitor is counted only once, regardless of how many times they viewed your landing page. This landing page KPI helps you get a better idea of the total size of the audience that engaged with your marketing campaign that brought them to the landing page.
Conversions is a landing page KPI that represents a number of 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.).
You don’t build your landing pages to merely drive traffic or visitors. Conversions is what you’re truly after. Keep an eye on this crucial landing page performance metric especially in conjunction with the next one (see #5).
5. Conversion Rate
Landing page conversion rate is perhaps the king of landing page performance metrics that you need to continuously track. It’s the number of conversions divided by the number of unique visitors, and multiplied by 100%. It tells you how effective your landing page really is.
A couple of tips related to landing page conversion rate:
- If you have a bunch of landing pages running, landing page conversion rate is the only KPI you can use to compare their actual performance.
- It’s the best practice to track your conversion rate in dynamics. Consider reviewing this KPI week over week, month over month.
- Remember to always count your landing page conversion rate from unique visitors, and not traffic.
6. Device-level performance
Much like you need to ensure that your landing page loads fast, you also need to have your landing page optimized for the devices your visitors are coming from.
Use this information to double-and triple check your mobile version of your landing page, because you’ll likely discover that a healthy portion of your traffic and unique visitors are looking at your page from the comfort of their mobile phone, or tablet.
7. Country-level performance
Keep on eye on your landing page traffic, visitors, conversions and conversion rate by country. Not only will this help you understand whether or not you’re reaching the right audience, but also identify growth opportunities.
Let’s say your landing page is in English, but gets a ton of visitors from France. Bonjour! It would be a good idea to think of localizing the content and show the French audience the same landing page, but in French. Now, see how your conversion rate is through the roof!
Bonus: Tracking and analyzing your landing page performance metrics with Marcom Robot
Marcom Robot Landing Page Builder relies on its powerful analytics and correlation engine to give you the full picture of how your landing pages are performing.
Key benefits of analyzing your landing page performance metrics 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.