Landing page metrics to track, extract and convert data into sales

DIGITAL ANALYTICS

5 min read

To build strategically crafted and optimized pages to convert users into customers, you need the know-how on getting the right data from Google Analytics (GA) about your landing pages. And with the help of the findings, make the necessary improvements to your campaigns to achieve the target metrics that you've established in your digital marketing strategy.

1. What is a landing page?

A landing page is a dedicated web page built by web designers/marketers to receive special attention and treatment from niche visitors. The purpose of the landing page is to turn visitors into leads and sales by determining them to perform specific actions on the page:

• register on lead generation forms;

• call your company;

• buy your product;

• complete a survey;

• share your landing page.

More precisely, a landing page is a destination page your visitors reach after they've clicked on the URL found in SERP (Search Engine Results Pages) or through other digital channels (referral, social media, e-mail, etc.). Once your landing page is correctly optimized and positioned in SERP, it can bring engaged visitors to your site.

2. What is the role of a landing page?

These landing pages are designed by web designers and digital marketers with care to enable potential customers to gain access to something of value for money or for free. This value can mean a product, offer, guide, e-book, webinar, event, product trial, etc..

On this occasion, you as a web designer and marketer can create a database with e-mails of people who bought or showed interest in your product.

This info can help your company get to know your target audience and stay in touch with it. And in addition, it is useful when you want to build customizable landing pages for your personalized digital campaigns.

On the landing page, you as a digital marketer present your offer by placing informational and resourceful content in a structured form. It has to trigger excitement in your potential clients about the product you promote and take action accordingly.

3. How do I know if my landing page is successful?

A landing page is successfully developed and implemented once visitors subscribe, complete the registration form and send their real details or they transform into clients and buy your product.

Add subscription forms and CTA buttons in visible places on your landing page to pull your prospects in and come into contact with your wonderful product.

Your landing page can reach your target audience through different marketing channels like SEO, PPC (pay-per-click), e-mail marketing, social media, referral, or direct traffic.

You can use SEO (Search Engine Optimization) to make this page visible on the web in SERP by applying different free SEO techniques and strategies.

Or you can set up a PPC or e-mail campaign and include a high-quality landing page as an integral part of it.

Digital Tip: You can motivate your visitors to refer the landing page to their friends and relatives if you give them additional incentives.

When your users realize that your landing page can be of value to them and also to others, they'll share it and spread your message. And in return, you'll get a viral boost which will increase your campaign's metrics such as conversion rate (CR). Thus, the impact can be meaningful compared to when you don't ask them to recommend your landing page.

Marketing your landing pages and assessing their metrics in Google Analytics aren't easy tasks to accomplish but once you start tracking your pages, your efforts begin to produce significant results.

Depending on your landing page's objective, check the second part of this article to know where to look in Google analytics tool and discover important data about your digital campaign:

a) NO LONGER AVAILABLE: Acquisition section - Search Engine Optimization category - Landing Pages subcategory in Google Analytics: 

If you go on the left side of your GA reports menu at Acquisition and click on Search Engine Optimisation, you'll see the Landing Pages report.

Once you click on the Landing Pages as part of the Search Engine Optimisation category listed in the Acquisition, you can see how

• many times the link appeared in Google search engine (impressions)

• the number of clicks gathered (clicks)

• the position in SERP (average position)

• or the percentage of users who clicked on the URL and arrived on the landing page CTR (click-through rate).

The pages with high CTRs are the ones that receive many clicks and generate lots of traffic.

When your landing page is on the first page and first place in Google, user engagement should be the strongest because valuable and relevant information exists on the page.

Digital Tip: If some pages have only a few clicks and their CTR is low, review the landing page, its content and improve its metadata.

This Search Engine Optimization category in the Acquisition section - Google Analytics as it appears in the picture is no longer available (2021 UPDATE).

b) UPDATED 2021: Landing Pages reports in Acquisition section - GA

Go to Search Console and Social categories under Acquisition to see the landing pages reports and their metrics (see these examples):

Search Console report provides the metrics (Impressions, Clicks, CTR, Average Position, Sessions, Bounce Rate, Pages/Session, Goal Completions, Goal Value, Goal Conversion Rate) related to your website's landing pages.

And Social report shows the pages that were shared in the social media and their metrics (sessions, page views, avg. session duration, pages/session) by your prospects.

So, in these areas, you can find reports about how your Landing Pages are performing on your site (Search Console) and on social media (Social).

4. Landing Pages report in Behaviour Section - GA

c) Landing Pages report in Site Content category from Behaviour section in GA

To check more details about your Landing Pages, see the Behaviour section in the Google Analytics menu options (see example below).

Then go to Site Content where you'll find your site's Landing Pages as you can see in the example below.

With the help of this report you can easily collate and analyze data about your landing pages:

• sessions

• % new sessions

• new users

• bounce rate

• average page depth

• avg. session duration

• goal conversion rate

• goal completions

• goal value 

To check the source of your landing page's traffic (search, referral, direct, social), go to Secondary dimension, select Acquisition and then Source/Medium.

You can understand better from where is your site's traffic coming from and make the necessary adjustments in order to ensure that your digital business is on the right track

CONCLUSION

Track your landing page to obtain data about how your landing page works and how performant it is. If you want to improve your campaign, keep an eye on Google Analytics and interpret reports like a digital marketing professional. This way of working will lead you to important insights about your visitors’ behaviour and actions towards your product presented on the landing page.

We hope this article is beneficial for you to know where to search for your landing pages data in Google Analytics to obtain in-depth knowledge about your digital marketing campaigns whether they are SEO, PPC, social media, referral, or e-mail marketing. 

How about sharing with us in the comment box below your experience with the landing page campaign? 😃

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