If you want to build strategically crafted and optimized pages to convert users into customers, you need to know where to find and analyze landing pages metrics in Google Analytics.
A landing page is a dedicated web page built by marketers to receive special attention from niche visitors. The purpose of the landing page is to turn visitors into leads 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 clicked on the URL found in SERP (Search Engine Results Page). The better the landing page is positioned in SERP, the more it brings quality traffic to your site.
1. What is the role of a landing page?
These landing pages are designed with care for potential customers to gain access to something of value and most of the time, free of charge. This value can consist of an e-book, guide, webinar invitation, product trial, coupon, etc…
On this occasion, you as a marketer, have the opportunity to gather information (e-mail, name, address) about people who are interested in your product.
This information helps your company to get to know your target audience and stay in touch with it. And also, it can be useful when you want to develop (personalized) digital campaigns.
On the landing page, you as a marketer present your offer where you place informational and resourceful content in a structured form. It has to encourage potential customers to become excited about the product you promote.
2. How do you know if your landing page is successful?
A landing page is successfully developed and implemented once visitors complete the registration form found within it and send their real details to you.
The form is put in a visible place on the landing page and should urge visitors to complete it to receive the wonderful product.
The landing page can reach the target market through different marketing channels like 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 through different free SEO techniques and strategies.
Or you can add the URL of the landing page in your PPC ad, in a specific article through affiliate marketing or build an e-mail campaign in which to situate the link.
Digital Tip: You can motivate your visitors to refer the landing page to their friends and relatives and give them additional incentives.
When your users share it, you get a viral boost on your campaign and conversion rate is more meaningful than when you don’t ask them to recommend your landing page.
Marketing your landing pages is not an easy task to accomplish but once you start tracking your pages, your efforts begin to produce meaningful results.
3. Landing Pages Sections in Google Analytics
You can obtain the data about how your landing pages work by looking in Google Analytics. So, you can get access to important insights about your visitors’ actions towards the product presented on the landing page.
a) Old Landing Pages category in Google Analytics:
You can see the Landing Pages category in Google Analytics (GA) at Reports and then choose Acquisition found in Dashboard in the left side menu of your GA.
The landing page is integrated within Search Engine Optimisation (SEO) listed in the Acquisition.
Within this Landing Pages category in Google Analytics, you can see how many times the link appeared in 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 CTR are the ones which receive many clicks and generate traffic.
When your landing page is on the first page and first places in Google, users engagement should be the strongest because amazing content exists on the page.
Digital Tip: If some pages have only a few clicks and their CTR is low, rewrite the content (articles) and improve their metadata.
This structure of the Landing Pages in the Acquisition section – Google Analytics as presented above in the picture is no longer available.
b) UPDATED 2020: New Landing Pages structure in Google Analytics
Now Landing Pages categories are in Search Console and Social under Acquisition as in the examples below:
On the left, you can see Landing Pages example found in Search Console.
And on the right, is the example that shows Landing Pages in the Social subsection.
In these areas, you can find info about how your Landing Pages are performing on your site (Search Console) and social media (Social).
c) Landing Pages in Behaviour section from Google Analytics
To check more details about your Landing Pages, see Behaviour section in Google Analytics dashboard.
Then go to Site Content where you will find your site’s Landing Pages as you can see in the image below.
Here you can easily collate and analyze info about your landing pages’ sessions, new sessions, new users, bounce rate, average page depth, avg. session duration, goal conversion rate, goal completions, goal value as in the example above.
If you want to see the traffic type (search, referral, direct) that comes to your site, go to Secondary dimension (below the graphic) and choose Acquisition and then Traffic Type.
You can understand better from where is your site’s traffic coming from and make the necessary adjustments in order to ensure that your business is on the right track.
We hope this article helps you understand better where to search for your landing pages in Google Analytics and find out important info about your digital campaigns whether they are SEO, social media or e-mail marketing.
How about sharing with us in the comment box below your digital experience? 🙂