Measuring The Effectiveness of Your Landing Pages
July 21, 2016
Google Analytics is a versatile tool when it comes to evaluating landing pages, offering a broad range of facts and figures that can help you to optimize the success of your users’ first interactions with your website. If you have yet to make full use of Google Analytics, start by working through this step-by-step analytics guide.
Remember, your landing page is not always your home page. Users may arrive at your site by any number of pathways, taking them to different parts of your site. This means that all pages must have an easy through-route to the site’s main services.
1. Bounce Rates
The bounce rate is the percentage of users who leave your site from the page they land on without clicking on any links or progressing further into your site. Keeping track of the bounce rate for each page of your site is a quick way to see which pages are working well and which need work. While a bounce rate won’t tell you what’s wrong with a page, keeping track of the stats as you make changes to your landing pages will help you to measure progress. And there are plenty of improvements you can make to help reduce bounce rates.
2. Time Spent on Page
Similar to the bounce rate, this is an easy way to establish which pages offer easier navigation or more appealing interaction with users. Intuitive, engaging design means more time spent on a page. Confusing, over-cluttered or un-intuitive pages will only encourage visitors to your site to seek out competition with a more user-friendly interface.
3. Conversion Rates
This is the percentage of sales or ‘goals’ achieved from all the visitors to your site. Getting traffic flowing to your site and holding interest long enough so users stay and look around is a great start. But sooner or later traffic needs to translate to conversions to keep your website afloat. Google Analytics offers a number of ways to track conversion rates, helping you to see which pathways are most effective, which in turn, shows you which landing pages need the most work.
By doing A/B testing of your website, you will be able to push the conversion rate of your landing a bit further. The idea is to show different versions of the same landing page to targeted audience. SeoServicesUsa has done A/B testing against its Chicago SEO landing page to increase the conversion rate.
4. Site Speed
The speed at which a page loads can make a huge difference to the amount of time visitors are willing to spend on a site. Speeds can be different for each page on a website depending on graphics, functionality and demand. If your landing pages are functioning slowly, it’s more likely that visitors to your site will click off before exploring further (pushing up your bounce rates). Get landing pages functioning more quickly and you could find visitors stick around for longer and conversion rates go up. To measure the speed of your landing pages, try this simple site speed test. However, single page websites tend to score low on this segment as all the information is presented in a single page. So, if you are planning to make your website more SEO friendly and conversion oriented, you better read this guide beforehand.