Key Metrics for Landing Pages
Once you’ve set your landing page goals, the next step is to determine whether the landing page effectively achieves those goals. Fortunately this is easy, because there’s only one metric that matters for most landing pages:
Conversion Rate. The percentage of visitors who successfully complete the primary desired action. Counting the number of visitors who reach a unique “success” or “thank you” page—one accessible only via the landing page—is the simplest way to determine this.
In July one specific landing page—Landing Page A—receives 1,000 unique visitors. During that same time period, 250 unique visitors arrive on Success Page A, the unique “success” page associated with Landing Page A. The landing page conversion rate is
250 / 1,000 = 25%.
Accurate tracking. Many sites use the same “success” page for multiple landing pages, or use dynamic landing pages that have very similar URLs. This type of scenario increases the complexity of tracking conversions for each individual landing page, so make sure your analytics package provides sufficiently advanced tools.
The source of traffic. Not all traffic is created equal, and some sources are more likely to send highly qualified prospects—those more likely to convert—than others. If you’re able to track each referral source individually all the way to conversion, you’ll have a better sense of the traffic quality different marketing venues and approaches provide.
The result. Be sure to also look at the big picture by tracking from landing page through to the final goal. If 100% of landing page visitors download a free white paper but only 0.01% later convert into customers, there may be other issues unrelated to the conversion and sales process.