Your landing page analytics can indicate the success or failure of your business. The data collected on web analytics software can help you to understand the effectiveness of your marketing strategies.
Let us understand below how your landing page analytics can be analyzed to understand the changes needed on your site;
Generation of Traffic:
The effectiveness of the landing page can be measured by the traffic generated on the page through web analytics. If the page is generating a less amount of traffic, it indicates that you are failing to promote it and you need to put in more promotional efforts.
Landing Page Conversion Rate:
Landing pages can generate a conversion rate of 5-15%. If your landing page is unable to fall on the higher side, it means your landing page needs tweaking. You need to test various versions of the page. Diagnose the issue by testing. Boost up your offer on landing pages to attract more customers.
A/B Testing of Landing Pages:
Comparing your top performing and bottom performing landing pages will give you an insight into what needs to be optimized. Comparing the page elements can be one way to go. You can also resort to A/B testing where you create different versions of the same landing page and compare its analytics over time to understand which layout works the best for your site
Over the Time Conversion of Landing Pages:
A landing page may be working great today and bringing in high conversions but over a period the success of the page may diminish Understanding how a landing page performs over a period of time and making timely changes to keep up the high conversion is important. The main reason a landing page analytics may show the decreasing conversion rate could be the expiration of the offer. Other reasons could be your offers are getting old or the content is becoming irrelevant. If you find your page performance diminishing it means the content and offer in the page needs an update.
Performance of Various Offers:
Web analytics can be used to analyze the performance of individual landing pages to indicate if your marketing offers are effective. Landing page which offers the maximum conversion rate indicates that the offer on that page is your top performer. You can categorize your analytics and analyze them based on the type of offers. Such as an e-book, trial kit, and webinar. Another bucket which should be used to analyze your page is the offer topics which means the subject or the category in which the offer is being given. Certain topics may not be as popular as others and certain offers may not attract many customers. Analytics can help you identify the topics and offers that do not resonate with your customer. And you can work on those pages to improve the conversion rate.
Landing Page Performance for Different Stages of Customer:
Your landing page analytics can be helpful to understand the behavior of customers in various stages. If there is a customer who is unaware of your brand, he or she will be more interested in the free e-book you are offering on your blog rather than buying a product from your site. Hence, the landing page where such customers fall needs to contain a call-to-action button to provide them with such free offers. So that they can get to know and trust the brand more before they shift to the product page.
An old customer who is already informed and has reached the purchase stage would be more interested in offers such as a discount coupon or free trial hence the landing page designed to focus on this stage of the customer should contain such relevant call-to-action button to improve the conversion rate.
Web analytics can be helpful in understanding if your call-to-action is bringing more conversion rates. And you will understand more about the offers which are more effective on a landing page.
Landing page optimization is utmost important as it is the first interaction between your business site and your customer. Making the necessary changes to various landing pages by understanding the deficiencies through web analytics software such as Siteimprove is necessary if you wish to make your business a success.