Landing Page
Pritam Roy
You cannot just create a landing page and expect it to perform and improve on its own. Continuous landing page analytics and analysis are crucial to identify and fix potential landing page issues and boost conversions.
Let’s explore what landing page analysis and analytics are, why they’re important, and the top landing page metrics you need to track and measure for continuous optimization.
P.S. You’ll also find some of the best tools to capture and analyze important landing page KPIs.
What Is Landing Page Analytics and Why is it Important?
Landing page analytics is all about numbers. It is the process of tracking and measuring performance metrics (using data analytics tools) to determine what is wrong with your landing page.
Example: Say you have a landing page that is promoting your newly launched e-book. However, the conversions are substantially lower than you were expecting.
Google Analytics reveals that your landing page’s bounce rate is 80%. Now, this number indicates there’s a problem with your content or design.
Without landing page analytics, you’d never know what may be causing the problem.
But it does not end here. While landing page analytics let you know there’s something wrong with your page, you’re still unaware of why it is happening, right?
That’s when Landing Page Analysis enters the picture. Yes, Landing Page Analytics is different from Landing Page Analysis.
What is Landing Page Analysis, and Why is it Important?
Landing page analysis is the process of analyzing the data you gathered using analytics tools to determine WHY your landing page’s bounce rate (from the previous example) is high.
But how does this happen?
Landing page analysis involves evaluating user behavior and page elements to identify the root cause behind the problem.
To determine the reason (the WHY) for the higher bounce rate, you can perform:
Heatmap Analysis
Session Recording Analysis
Page Speed Tests
A/B Testing: To test your hypothesis and pinpoint the culprit.
Say the page speed tests reveal that your page is taking too much time to load. Now, you can easily link the slow loading speed to the abnormally high bounce rate and poor conversions.
In a nutshell, landing page analytics and landing page analysis are complementary processes.
Without landing page analytics, you wouldn’t know what’s wrong with your landing page, and without landing page analysis, your data would lack actionability and context.
So, it’s crucial to gather data using landing page analytics tools and perform in-depth analysis to create actionable optimization strategies.
Now that you have understood the importance and difference between landing page analytics and analysis, let’s find out the top 7 landing page metrics to track and analyze.
7 Metrics You Should Analyze On Your Landing Page
Here are the top 7 KPIs you need to keep an eye on for optimizing your landing pages.
1.Bounce Rate
Bounce rate is the percentage of users who leave your landing page without interacting with any page elements. This metric indicates the interest level of the audience.
How can landing page analysis help?
Say you find the bounce rate to be usually high. You perform heatmap analysis and find most users are not scrolling past the headline. Also, the session recordings reveal that users leave after waiting for the page to load fully.
Based on this analysis, you optimize the page speed, tweak the headlines, and move your CTA above the fold. Result? A drop in the bounce rate as users can see their next step clearly.
2.Conversion Rate
Conversion rate is the ultimate goal of every marketer. It is the percentage of users that performed a desired action. A low conversion rate could mean many things, like a poor user experience or call-to-action.
How can landing page analysis help?
Let’s say you are tracking the conversion rate of a landing page where you’re offering a free trial of an accounting tool. And the conversion rate is at 2%.
Session recordings reveal that users click the “Free Trial” button but abandon the process because of the long registration form.
Also, according to the exit surveys, users feel unsure about the product's benefits.
Based on this analysis, you simplify the registration form (reduce unnecessary fields), add testimonials to build trust, and improve the copy to explain the benefits.
Result? An increase in conversion rates.
3.Form Abandonment Rate
This metric tells you the percentage of users who started but didn’t finish filling in the form. A higher form abandonment rate points towards a complex form.
How can landing page analysis help?
Imagine the form abandonment rate for your free consultation form is 70%, meaning 70 out of every 100 users abandon your form midway.
Screen recordings reveal users abandon carts when they reach the “Annual Income” and “Phone Number” fields. According to the feedback surveys, users find the form intrusive and unnecessarily long.
You simplify the form by removing unnecessary fields. Also, you add an explanation under every field to explain the purpose of collecting the information to build trust.
Result? Your form abandonment rates drop, meaning more users are completing the form.
4.Time on Page
Time on Page tells you about the duration a user spends on your page. A lower time on the page indicates unclear content or an inability to meet expectations.
How can landing page analysis help?
Let’s say the average time a user spends on their blog page is 30 seconds, which is way lower than what you expect.
Heatmaps show users stop scrolling after reading the first paragraph. And according to the feedback surveys, users find the content unengaging and lacking actionable tips.
You modify the blog’s intro, make the content more engaging by adding subheads, bullet points, and images, and add actionable tips for every pointer.
The result? The average time on the page increases from 30 seconds to 1 minute as users find the content more relevant.
5.Page Load Time
Page load time is a crucial metric for user experience. It tells you the time required for a webpage to load completely. A higher page load time could indicate unoptimized media.
How can landing page analysis help?
Upon tracking this metric, you find your landing page loading time to be 6 seconds, way more than the 2.5-second average (for desktops).
Website performance tools reveal your website uses several unoptimized images. And session recordings show users leaving the landing page before the page completely loads.
You compress and optimize the images and reduce the file size without compromising the quality. Also, you remove unnecessary plugins and scripts and implement lazy load.
Result? Improved page loading speed, which further led to a lower bounce rate and increased time on the page, thus increasing conversions.
6.Exit rate
Exit rate highlights the percentage of visitors who leave a particular page on your website after visiting other pages.
How can landing page analysis help?
Let's say the exit rate of your ebook product page is 60%. This means 6 out of every ten users leave your website after landing on this page.
Session recordings reveal that users are reading the reviews, but they’re not clicking the “Buy Now Button.” According to Heatmaps, users scroll past the customer reviews and ebook description but don’t click the CTA.
You make the “Buy Now” button more prominent by changing its size & color and placing it above the fold. Also, you add a limited-time discount to create urgency.
Result? The exit rate drops as more users are convinced to take further steps in the checkout process.
7.Click-through rate (CTR)
CTR is the percentage of users who click an element (button or link) relative to the total impressions. A lower CTR indicates the content or CTAs need to be more captivating.
How can landing page analysis help?
Say the CTR for your webinar that got 10,000 is 0.5%. This means out of 10,000 impressions, only 50 clicked, which is lower than expected.
According to the heatmaps, the users are engaging with elements other than the CTA. Session recordings reveal that the CTA is not distinct and blends with the background.
You rewrite the CTA and redesign the CTA button to make it more distinct and prominent. Also, you edit the headline to create urgency.
Result? Upon A/B testing, the new variant generates 150 clicks out of the 10,000 impressions.
Here’s a tabular representation of the above metrics:
Now that you know about the top 7 landing page metrics, let’s explore the best landing page site analytics tools that’ll help you track and analyze these metrics.
Top Landing Page Analytics and Analysis Tools
Here are some of the most effective tools for landing page analytics and analysis:
1.Google Analytics (GA4)
When it comes to gathering data (quantitative), Google Analytics is the go-to tool for many marketers. Thanks to its comprehensive features, user-friendly interface, and multiple integration options.
Using Google Analytics 4, you can check out detailed reports for each landing page on your website. These reports include metrics like the bounce rate, average session duration, and time on page, among others.
You can also set specific goals to measure desired actions on your landing pages in GA4 for advanced tracking.
By tracking metrics using GA4, you can understand how your landing page is performing. However, to understand user behavior and why your landing page is performing the way it is, you need qualitative data, which you can gather using the tool below.
2.Hotjar
Hotjar is a heatmap and behavior analytics tool that can help you understand user behavior and determine why users behave in a certain manner.
Hotjar allows you to perform heatmap (scroll map, move map, and click map) analysis to analyze how the users are interacting with your site.
Another great feature of Hotjar is screen recordings. Hotjar allows you to see what users see and map their journey on your landing page. This feature helps you identify potential gaps in your customer journey and fix them to boost conversions.
This amazing tool also allows you to set up surveys, which you can use to gather real-time feedback about your landing page. When you know what users are feeling, creating a hypothesis becomes easy.
But how do you test whether your analysis and hypothesis is correct? Well, you can experiment, for which you need an A/B testing tool, our next pick.
3.Fibr AI
Fibr AI is an AI-powered personalization platform that offers a free A/B testing tool.
Using Fibr AI, you can create multiple variations of your landing pages using its visual editor without any coding knowledge.
Also, the AI engine gives you recommendations (high-converting) when you select elements like the landing page copy or button CTAs. This way, you can create effective landing page variations relatively quickly.
Once your variations are ready, you can launch as many tests as you want to test your theory.
If your hypothesis proves to be right, you can make the winning variation live and continue testing to identify more opportunities.
And if your test fails, you can learn from your failure and move a step closer to improving conversions in your next attempt.
Conclusion
To summarize
Landing page analytics helps you track and measure the performance of your landing page, making it easier for you to know what’s wrong.
Landing page analysis helps you unravel the mystery that your metrics are pointing to.
And it’s crucial to combine both these processes is crucial to identify potential issues with your landing page, make strategic optimizations, and thus boost conversions.
Here are some detailed articles to supplement your knowledge of landing pages:
25 Best Landing Page Tips to Boost Optimization and Performance: To optimize the performance of your landing page.
Top 13 AI Landing Page Builders to Maximize Leads and Sales: to help you create conversion-friendly landing pages.
Landing Page Checklist: Essentials for High-Performing Pages: to understand the key elements of a successful landing page.
15 Conversion-Killer Landing Page Mistakes (And How to Fix Them): to identify and avoid the most common landing page mistakes.
FAQs
What is a landing page in Google Analytics?
For Google Analytics 4, a landing page is any page on your website that the users first interact with. It is basically the first page on which users “LAND” when they visit your site.
According to this logic, if users land on your home page, GA4 will consider it a landing page. The same goes for other web pages on your site.
How to create a landing page?
The answer to this question depends on which tool you’re using. For instance, if you’re using Fibr AI, you can use its bulk creation feature to create 1000s of landing pages within 30 minutes. Try here: Bulk Create Landing Pages.
