It’s important to keep track of landing page metrics and success measurements for successful landing pages to ensure website conversion optimization. As we have discussed in our previous blog post, with closed-loop marketing data you can basically track leads from the moment of conversion until they become customers. With this insight, you can easily see what campaigns are successful and most effective – and most importantly – generate customers at the lowest cost. To learn more about how to improve your lead nurturing, read “Lead Nurturing: 8 Ways to Get Your Leads to Say I Do.”
So how do you create a successful and effective landing page? Well, our advice is to start by taking these metrics into consideration before even starting the design stage.
Here are three landing page metrics and success measurements you should keep track of in order to ensure the highest quality landing pages:
- Call-to-action click-through-rate: The percentage of visitors who visit your landing page from a call-to-action (CTA).
First of all the CTA needs to be very clear – what action do we want the visitor to take? Too many CTAs can be very confusing, as well as a small button in the corner can be easily overlooked.
It’s important that the content on the landing page aligns with the preceding call-to-action. The copy, as well as the design, should be present at the landing page so the user easily can orient themselves.
Do not include your sites regular navigation as this will increase the risk of visitors bouncing to other pages before completing the CTA.
- Visitor-to-lead conversion rate: The percentage of visitors who become leads.
The visitor has spent long enough on your page to fill out a form to become a lead. By looking at these metrics you can improve and optimize the content of your landing page. For example, if you have a high CTA click-through but a low visitor-to-lead conversion rate, you probably need to improve the content, maybe shorten the form or be more clear in the CTA. There is an opportunity here to do A/B testing and really see what works and what doesn’t.
- Lead-to-customer conversion rate: The percentage of leads that become customers.
These metrics are crucial when it comes to optimizing landing pages as this it will show what landing pages converted the most leads and visitors into customers. Now you can easily identify your strongest offers and get rid of the weakest. And you can begin to promote relevant offers more frequently and start bringing in customers at a lower cost per lead rate.
Having a gut feeling is great, but when it comes to inbound marketing, data-driven marketing insights outperform 10 to 1! Download our white paper or reach out to our San Diego agency for more information.
Editor’s Note: This post was originally published in September 2012 and has been updated for accuracy and comprehensiveness.