Businesses create landing pages to attract customers and increase revenues, which is why it is important to measure their success. A landing page that does not give you the desired results has issues. When you invest your time and money into creating a landing page, you expect results and conversions. However, you can only identify the performance using metrics.
First, a landing page needs to be creative, engaging, and informative. You cannot expect a page without relevant information to increase conversions. Similarly, your page could serve multiple purposes. For example, it could be to increase sign-ups for your mailing list or trials. In any case, you need effective metrics to measure the performance of the landing page.
Landing pages are a strategic move by online businesses. It helps engage your audience, inform them about your products, and convert them into potential customers. It helps in building your SEO blocks and could help improve your search engine rankings.
A well-crafted landing page can be your edge over your competitors and could directly contribute towards higher profits. Clearly enough, you would not just create a landing page and let it sit there. You would invest in promoting the page using organic SEO or PPC to increase your reach. You might even receive a massive response from your campaigns, but is that where you stop? What if one campaign fails to generate leads and traffic to your website? You always need analytics to understand how to optimize your future approach and improve your Return on Investments (ROI). To achieve that, you might wonder how to measure the success of your landing page.
Well, here are a few techniques:
Conversion Rate
The first is always the conversion rates. If your landing page is converting visitors into customers, your campaign was successful. A landing page without conversions would be a loss of investment for the business.
Similarly, a landing page with few conversions would mean that your content and strategy does not persuade your customers. When you identify that your conversions are poor and not efficient in response to the amount of money invested in campaigns, you need to stop and reconsider your content strategy.
Second, your marketing campaign might be flawed and does not cater to the right market segment. For example, if you are marketing infant products to the younger generation, it would likely give you no results. The right target market for infant products would be parents in their mid-thirties to mid-forties. A good way to build an effective marketing campaign is to keep an eye on current digital marketing trends. A digital marketing company, PNC, known for its SEO services in Orlando, has made a list of the Marketing Trends to follow this year; you can check them out for inspiration.
Third, your conversions tell you if your product or service is successful in the market. If you have the right content strategy and the right marketing campaigns, but still fail to increase your sales, you might be focusing on a product that is not required in the market. Reconsider your product/service line.
Multiple Campaigns
It is likely that you would promote your high-converting landing page on multiple platforms, including social media and other digital platforms. Therefore, it is likely that one campaign would be effective as compared to other campaigns. In such scenarios, understanding where your conversions come from will help you in identifying the most effective platform. These statistics and analytics will help you invest your marketing budget on a platform that is the most efficient in generating traffic for your landing page. When you invest in multiple marketing campaigns, you might lower your Return on Investment (ROI). This is true if one campaign fails to deliver. By identifying the right campaign that gives you the most traffic and conversions, you can reinvest in campaigns that are effective and profitable to your business, hence, increasing our ROI.
Bounce Rate
One of the most challenging tasks for a business is paying for traffic that is not interested in the page and just bounce off the page. Imagine customers walking into your store, looking around, and then leaving without a purchase. It would be a difficult position for a business as it would ultimately result in the loss of sale.
Bounce rate can be due to insufficient product information, lack of Call-to-Action, weak content strategy, wrong content placement, poor user experience, etc. Each factor would considerably lower your engagement and is likely to bounce traffic. Measuring the bounce rate would help you analyze the number of potential customers lost due to poor content strategy and content placement. Bounce will also help to determine the how long the customers stay on the website and what is the point that leads to bounce. Using this information, you can strengthen your content and improve user experience to increase customer engagement and time spent on the page.
Cost per Sale
One important factor you need in order to measure the success of the landing page is to determine the amount spent on acquiring each sale. You may spend hundreds and thousands of dollars on marketing campaigns and would generate hundreds of leads. However, few would convert into customers. Cost per sale is calculated using a simple formula i.e. divide the total marketing expenses by the number of sales. This helps you measure the cost to acquire sales. Similarly, if you want to further breakdown cost per sale based on multiple domains and platforms, you can divide the marketing budget spent on each platform by the number of sales generated by each domain. Cost per sale is an important part of costing and ratio analysis for the business and will help you understand your Return on Investments (ROI). Therefore, it serves as an important metric for online businesses.