It is important for you to know what KPIs are for analyzing your landing page results. Because it will help you determine what is working on your strategy and what you need to improve. If you do not do this, you run the risk of making a mistake.
You may have the best strategy for your landing pages, but if you don't analyze the metrics thoroughly, your work will be wasted. Some believe that everything is ready after the page is launched, but it needs to be followed.
And the best way to analyze your landing page results is through KPIs. You need to be more discriminating with the help you render toward other people. Remember it will help you evaluate both positively and negatively.
Learn KPIs to analyze your landing page results
If you want to start reviewing KPIs to analyze your landing page results, you need to determine which is most important. Keep in mind that this is a key issue in any marketing strategy, and in this case, it is no exception. So pay attention to the most relevant metrics:
1. Traffic source
One of the first metrics to remember is the source of the traffic, as it shows where your landing page gets its traffic from. As you can see by an example, if someone finds your page using a search query, the source is organic search.
So, you need to evaluate which channels attract visitors from websites with high conversions. It can help you optimize your page better and convert more users. So it is important that you know some sources of traffic that you should follow:
● Direct - This is the traffic where users type your URL in their browser to go directly to your landing page.
○ Referrals: When people find your landing page by clicking on a link to another website or source.
○ Social Networks: They reach your landing page from a post or profile on a social network. In this case, you can filter out which social network it came from.
● Organic - Users come from search queries on Google, Yahoo, or Bing.
○ Email: They clicked on a link added to your email marketing campaign, which took you to your landing page.
○ Pay per click: How many users come to your page after clicking on a PPC ad.
2. Visits to the landing page
Another KPI is a landing page visit or page view to analyze the results of your landing page. Here you can see how many times a visitor has come to your page. Also, you can find out when they visited the most and which events visited the most.
If you use PPC ads on your landing page, this information will help you schedule. That way, ads will be delivered when you determine landing page traffic and success.
3. Return in front of your visitors
In this KPI review, you will meet new and recurring visitors to analyze the results of your landing page. So, you can't ignore user engagement metrics, as this will help you determine who will meet you.
This will be part of your audience study and you will know if you are reaching and nurturing the audience you wanted to reach. Consider that even if you have a good conversion rate, it does not mean that you will have a big funnel to nurture.
4. Bounce rate
Bounce rate is one of the most important KPIs for analyzing your landing page results. This metric shows you what percentage of visitors left before you visited your landing page a second time.
Significantly, marketing campaigns typically send large amounts of paid traffic to a landing page. This is because where the user completes their information, the visit is counted as a second page.
Now, there are three reasons why your bounce rate can be high percentage and you need to know to avoid them:
● Your visitors do not match the landing page, so they do not interact with it.
● The content you're sharing on the page is inferior, and people don't find it interesting.
● Find what visitors are looking for and then leave the page.
Also, it is important that you know that a good bounce rate for a landing page is divided into three categories:
● Excellent: range between 26 and 40 percent.
● Average: range between 41 and 55 percent.
● Decent: range between 56 and 70 percent.
5. Average time on the landing page
Your landing page should analyze your metrics, average page time, and tell you how long all users have been on your page. The purpose of this KPI is to indicate whether your shared content is good or matches the bounce rate.
You should keep in mind that the more time visitors spend on your landing page, the higher your conversion rate can be. Thus, you need to have relevant content so that people can stay in it.
6. Conversion value
When talking about KPIs for analyzing your landing page results, you can't exclude conversion values. This is a number that you assign to a specific conversion on your page, it usually represents the future revenue that a potential customer brings to your company.
When you track conversion value, you should see it not only in your promotion but also as a source of traffic, at the cost of each conversion. Also, go back to new vs. potential customers. This can help you optimize and report your return on advertising investment (ROAS).
7. Abandonment form
This type of page has a key element, it is nothing more and less than the form. So, you need to have a KPI present to analyze the results of your landing page to cancel the form. This metric will show you what percentage of users started filling in the required information and then left
It should be noted that this can happen for many reasons, one of which is that you can request a lot of personal information. It is recommended that you ensure that the information you request matches the perceived value of your offer.
It can be very useful to run A / B tests, try two types of forms, one has more fields than the other. This way, you can discover what kind of information your visitors are willing to provide, and thus you can adjust your form based on the results.
8. Cost per conversion
Cost per conversion is one of the metrics of your landing page that you should check. It determines how much it will cost to acquire a new potential customer. You probably want to increase conversions to your landing page, but not at the cost of doing so.
To do this, you will only need a simple equation; You're going to take the total cost of the traffic generated to your page and divide it by the number of conversions. This formula lets you know how much it will cost to convert leads.
9. Percentage of potential customers
And closing the list of KPIs to analyze the results of your landing page is the rate of potential customers. Using this metric, you can find out how many potential customers have become paying customers on each landing page.
It’s not enough just to reach the target audience and get them to sign up for your offer, you need to go further. Keep in mind that if you can't convert those leads to customers, your conversion rate will only be a metric. So knowing your lead rate, you can tell if you need to change your offer, target new audiences, or reevaluate your sales approach.
Since you know the KPIs for analyzing the results of the most relevant landing pages, you can start reviewing them whenever you work with a landing page. Its purpose is to make you aware of what is happening with your campaign.
If you know which key needs to be optimized for the best and best results, you'll be able to work your next pages more efficiently. So always keep track of each matrix mentioned.
But if you also want help to design your landing pages, at Famenet we have the best option for you. Our Landing Pages Optimizing Strategy will help you promote them in just minutes since it has templates that you can use as a base to customize them to your liking.