eGuide to Understanding Landing Page Analytics in 2023
In this blog post, you’ll learn how to use landing page analytics to maximize the performance of your landing pages.
In this blog post, you'll learn:
What is landing page analytics?
Landing page analytics is a set of main KPIs used to evaluate the various aspects of your landing page performance. While different in nature, those landing page KPIs are directly or indirectly related to your landing page’s ability to convert visitors into leads (form fill-outs).
How can landing page analytics help improve page performance?
Landing page analytics helps you discover exactly what you can and should improve in your landing pages and define the action plan you need to follow to maximize your landing page conversion rate.
What are the benefits of continuous analysis of landing page KPIs?
- Improved UX: Landing page analytics such as page load time, average time spent on page, most clicked elements, and bounce rate provides the insight you need into how visitors interact with your landing pages. Thanks to landing page analytics, you’ll be able to identify the vital landing page elements that catch your visitors’ attention, as well as those that can be removed.
- Increased landing page conversion rates: Landing page KPIs such as device-, browser- or country-level conversion rates answer the question of how effective your landing pages are at converting specific traffic segments. Armed with this kind of intelligence, make adjustments to the versions of your landing pages and align them to the unique requirements of each traffic segment. As a result of this exercise, your visitor-to-lead conversion rate will increase.
- Greater ROI from your marketing programs: By keeping a tight grip on your landing page analytics and measuring standard landing page KPIs across all your landing pages, you’ll be able to identify winning landing page templates and patterns. Apply your landing page best practices to underperforming landing pages or rebalance your marketing spend. Invest more in promoting those landing pages and campaigns that bring you more conversions and higher return on investment.
Part I: Engagement landing page analytics
Among the many landing page KPIs, seven are considered primary — traffic, unique visitors, conversions, visitor-to-lead conversion rate, load speed, bounce rate, and average time spent on page.
With the most advanced landing page analytics, Marcom Robot Landing Page Builder gives you instant visibility into the primary landing page KPIs right out of the box — you don’t even need to set anything up.
KPI #1: Landing page traffic
Landing page traffic refers to the total number of times that visitors viewed your landing page. This KPI considers all page views, including repeated views by the same visitors.
KPI #2: Landing page visitors
The number of landing page visitors is based on the count of distinct individuals who viewed the page. Duplicate visits from the same person are not included in the count.
KPI #3: Landing page conversions
Conversions on your landing page indicate the number of times that visitors have completed a specific action, such as filling out a form, registering for a trial, making a purchase, or subscribing to your email list.
More on the topic:
- How to create a strong call-to-action for your landing page
- Where to place a call-to-action on your landing page
KPI #4: Landing page conversion rate
Measuring the conversion rate of a landing page is essential for evaluating its performance compared to other landing pages.
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KPI #5: Landing page load speed
A slow-loading landing page can frustrate visitors, causing them to leave the page quickly without taking any action. Measuring this landing page KPI helps you figure if you’re loosing any conversions or revenue because of how long it takes for the visitors to see your page. That's why checking your page load speed is always a good idea.
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KPI #6: Landing page bounce rate
Landing page bounce rate is a KPI that shows you how well you set up your targeting criteria, and therefore, what the quality of your landing page traffic is. A high landing page bounce rate indicates that visitors are leaving your landing page without really looking at the content. This is usually the case when your targeting criteria is set poorly, and you’re getting a lot of irrelevant traffic.
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KPI #7: Average time spent on landing page
This landing page KPI helps you understand the overall quality of your landing page content and the engagement level of your visitors. For most landing pages, between 35 seconds and 2.5 minutes is considered ideal.
PRO TIP: Average time spent on a page is a landing page performance metric that must be looked at in conjunction with the landing page conversion rate. Otherwise, it tells you little to nothing.
Part II: Technical landing page analytics
There are four secondary landing page KPIs — performance by device, country, browser, and operating system. These KPIs give you additional ideas on how you can improve the performance of your landing pages even further.
The out-of-the-box landing page analytics capabilities of Marcom Robot Landing Page Builder give you the insight you need into all of the secondary landing page metrics.
KPI #8: Device-level performance of a landing page
Mobile devices such as smartphones and tablets are critical for lead generation in e-commerce today. Analyzing the performance of your landing pages on different devices can provide valuable insights into how effectively you are converting visitors on mobile, tablet, and desktop platforms.
With this type of landing page landing page analytics and intelligence at hand, you can identify which version of your landing page needs improvement, be it desktop or mobile.
KPI #9: Country-level performance of a landing page
Analyzing the performance of your landing pages on a country-level basis is essential if your marketing programs are generating traffic from different countries. This approach can help identify which regions provide the highest ROI.
KPI #10: Browser-level performance of a landing page
Different browsers may render your landing pages differently, and your target audience may prefer certain browsers. That’s why it is helpful to know the top 3 or top 5 browsers used by your landing page visitors. You’ll be able to conduct thorough testing of your landing pages in the browsers that matter the most to ensure optimal performance.
KPI #11: OS-level performance of a landing page
Since various browsers may display your landing pages differently, it is essential to understand which browsers your target audience prefers. Knowing the top 3 or top 5 browsers used by your landing page visitors is beneficial. This information enables you to conduct thorough testing of your landing pages in the browsers that matter the most to ensure optimal performance.
Based on this type of landing page analytics, you may decide to tweak your targeting criteria, Ad and landing page messaging, and increase the ROI of your marketing programs.
Part III: Behavioral landing page analytics
Tracking and analyzing user behavior on landing pages is essential because it offers valuable insights into how users interact with your page, and helps identify obstacles that may prevent conversion. This group of landing page KPIs provides data-driven information to improve your landing page content and templates.
The heatmaps and scroll-depth insights features of Marcom Robot Landing Page Builder provide unique insights into user behavior on landing pages.
KPI #12: On-page actions
Heatmaps offer insight into user actions on your landing pages, displaying exactly what users did on your landing pages. They can also visualize patterns of behavior by showing where users clicked, what content was engaging, and what elements may have distracted them. Heatmaps are invaluable for improving your landing page templates and creating truly data-driven landing pages.
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KPI #13: Scroll depth
Although landing pages usually have fewer elements and are shorter in length compared to the typical content-rich website pages, it is still essential to analyze the scroll depth of any landing page. This approach enables you to determine the optimal length for the target audience.
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Bonus: Landing Page Analytics Available in Marcom Robot
Marcom Robot provides all of the features you need to measure, track and analyze all of the landing page KPIs mentioned in this article. Watch the video below to see Marcom Robot's landing page analysis capabilities in action.
Key benefits of measuring, tracking and analyzing landing page 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.