In this 3rd and final post of our “Successful landing page” series of blog articles, we’ll be looking at how and why it’s so important that you continue to review and analyse performance of your landing pages. In our previous two posts we looked at the correct ways to plan a successful landing page, then we looked at how to design a successful landing page.
Any sort of live content on your website should be treated as an opportunity to experiment (responsibly) with an aim to improve performance, through continuous tweaking and monitoring. This is especially the case with landing pages, which are first and foremost there to engage and ultimately convert site visitors. After all, you need to demonstrate return on investment (ROI) for all the time and money spent developing your landing pages!
It’s vitally important that you have analytical software setup (for most of us this will be Google Analytics) so that you can monitor how your website and landing pages are performing. ‘Tracking’ was one of the key considerations we mentioned in our earlier post, when ‘Designing a successful landing page’. This will allow you to understand how successful your landing page is from day one, and if any of the tweaks you’re making are having either a positive or negative effect.
There’s almost an infinite number of metrics you can track, so it’s important to focus on the most valuable to prevent us from being distracted by less useful data:
- Number of landing page views
- Conversion rate (ratio of views to user action)
- Bounce rate
- Number of conversions
- Number of leads
- Number of customers
No, tweaking isn’t a new form of ‘twerking’! This is to do with making constant adjustments, with the aim of increasing the metrics listed above (apart from the bounce rate). Analytics are extremely useful, as they provide an insight into the ways you can tweak your landing page to optimise it further.
For example: low page views (little traffic) compared with other areas of your site could signify that you need to work on your search engine optimisation (see our post here on effective SEO strategy).
A high bounce rate / low conversion rate would suggest you need to improve your general content: better calls to action and USP (unique selling proposition). Is it clear what you’re selling, what the benefits are? Have you included enough information for a prospective customer to commit to the desired action e.g. fill in a form / get in touch?
High number of conversions but few of these becoming actual leads would lead us to think the quality of leads is poor and perhaps we need to rethink the content and overall keywords we’re targeting. Does the content make it clear what you’re selling and at what level, are your keywords relevant to your targeted audience? E.g. using ‘budget’, ‘cheap’, ‘bargain’ will most likely provide you with enquiries from people with a very limited budget.
By continuing to analyse results, making tweaks then letting them run again before reviewing, will give you an understanding of the ways you can improve the effectiveness of your landing pages. Remember to take notes / keep copies of previous content / settings before making changes, in case you need to revert back due to a drop in performance!
Last but not least – do not be afraid or feel bad, guilty or ashamed if tweaks made produce a drop in traffic or conversions, as Richard Bach once famously said:
“There are no mistakes. The events we bring upon ourselves, no matter how unpleasant, are necessary in order to learn what we need to learn; whatever steps we take, they're necessary to reach the places we've chosen to go”.