In this easy, comprehensive guide, we’re going to show you the top 8 most important landing page metrics that everyone needs to know about. Let’s get into it.
#1 – Page Visits
A page visit happens whenever someone from an external source reaches your website. This external source counts as anything outside of your site’s domain. It could be from social media, a link from another website, etc.
If a user finds your blog online and reloads the page, that would count as a 1-page visit. However, if they leave, search for a new keyword in Google, and then land on your page again, this would count as 2-page visits.
Page visits are not to be confused with page views. A page view is simply when a user loads a page in their browser. Here’s a good example: Let’s say that a visitor finds your blog post through a search engine, like Google or Bing. However, one of their browser extensions prevents some of the content from displaying correctly, so they have to reload the page. In that instance, your analytics report will register two page views, even though the same visitor generated them.
Both metrics are important to understand as they help identify problems with your site. High page views don’t necessarily mean you’re reaching a large audience. This is situational at best. On some sites, this is a good thing, especially if you have pay-per-view advertising campaigns.
If your page views are high but page visits are low, this could mean that the users on your site aren’t getting a good UX or user experience. They could find your website not valuable, hard to navigate, or just not that interesting.
Also read: Why is Getting Indexed by Google So Hard
#2 – Traffic Source
Understanding where your audience is coming from is important. There are three types of traffic sources: direct, search, and referral.
Google Analytics defines direct traffic as “website visits that arrived on your site either by typing your website URL into a browser or through browser bookmarks.”
Search traffic refers to the visitors who arrive at a website by clicking search results leading to that particular website.
Referral traffic is the segment of traffic that arrives on your website through another source, like through a link on another domain.
There are also paid forms of traffic, using the likes of Google Adwords and Facebook, Twitter, and LinkedIn ads.
Here are a few ways to increase traffic from all sources:
- Perform Keyword Research
- Create Engaging Content
- Write Guest Posts
- Be Active on Social Media Pages
- Use Google Adwords or another advertising campaign party, like Facebook.
- Send Email Newsletters
- Influencer Outreach
- Create a free tool, such as an e-book or a list of tips for your industry.
#3 – Submission Rate
A submission rate is the percentage of people who clicked on your call to action (CTA) and then submitted a form.
If you’re unsure about what submitting a form means, it is what it sounds like: a user visited your website or followed a link to an online form, such as a contact page or survey, filled it out, and submitted it to you. You can use these forms to collect feedback or information in many different formats, not just subject to contact pages.
If your analytics tool doesn’t track submission rate, then you need to be calculating it yourself. The formula is this: The total forms submitted are divided by the number of times the form was viewed. ( Total Form Submissions / Total Form Views) – Unique Form Submissions.
A good submission rate to have depended on the industry, but your goal should be at least 2-5%.
Here are 5 ways to increase your form submissions:
- Reduce the number of fields
- Remove all optional fields.
- Don’t lose focus on the reason you are using a form
- Remove the phone number field – most people prefer email
- Make the form look straightforward and easy
#4 – Contacts
A contact is anybody your company markets, sells, partners engage with, or employs. The difference between a contact and a lead is that leads are potential clients, whereas contacts are usually existing ones.
Marketing contacts are usually only a part of the marketing activities of your company for the past 30 days, and they’re basically high-value people and prospects who receive emails and target ads from your company in hopes of resulting in critical sales.
A good way to increase your contacts is by using HubSpot’s contact marketing tool, as well as networking for yourself and your company.
Also read: How to Increase Social Media Engagement
#5 – Heat Mapping
A heat map is an analytical representation used to visualize your data. They are most commonly used in marketing to analyze user behavior and the structure of websites.
Simply put, it’s a great way to test or to see how your visitors interact with your webpage. The brighter, or “hotter” an area is, the more interactions there are. The red areas are the areas with the most interactions, such as clicks, and a colder color like blue is, you guessed it, an area with less activity.
Benefits of Using a Heat Map for Your Landing Page:
- Shows where the viewer is most interested
- Shows what and where the viewer is most intrigued by. Where do they head to first upon clicking your site?
- Shows where viewers avoid so you can reposition your page
#6 – Bounce Rate
Bounce rate is simply the amount of time a user spends on your webpage before leaving, or bouncing off, rather than continuing on to other pages within the same site.
You don’t want a high bounce rate to say the least. An average rate would be about 41% – 55% but you really want it to be down to the 26-40% range. The bounce rate is calculated by the total number of one-page visits divided by the total number of entries to a website.
Bounce rates can help indicate whether the page content is irrelevant or confusing to your site visitors. If you have a high bounce rate, this means people are only viewing that one page of your site, then leaving quickly. You want visitors to stay awhile, and explore your site and the content it has to offer in hopes of converting them to possible customers or followers.
#7 – Form Abandonment
Simply put, form abandonment is when someone starts to fill out an online form but leaves the page without submitting it. It’s the most important part of conversion optimization. 81% of people have abandoned a form after beginning to fill it out, which means 81% of potential customers have been lost! But there is hope to regain those valuable potential customers.
How to Reduce Form Abandonment
- Send retargeting emails: These are emails that are sent to the user reminding them about the form they left. 19% of users will go back and finish the form when reminded through retargeted emails.
- Use exit intent: You can turn abandoned visitors into customers by creating a customized pop-up at the precise moment the visitor is about to leave your site. Even something small, like a pop-up saying “Are you sure?” does wonders.
- Make your forms mobile-friendly. We often forget there are two formats of our websites: desktop and mobile. Make sure your form is appropriately sized and functional on mobile!
- Emphasize form security: 29% of visitors abandon a form because they have concerns about the form’s security. Make sure customers know their personal and payment information is highly secure.
- Short and sweet: Keep your forms simple. 27% of users abandon a form because it takes too long to fill out. Another 10% leave because they feel that the form has a lot of unnecessary questions. Keep it short and sweet, and to the point.
Also read: How Much Time Do You Need to Invest In SEO?
#8 – Benchmarks
Marketing benchmarks are standard measurements that are used to compare your results to those of your competitors or industry. This is helpful to identify areas of competitive advantage as well as to find out where you’re not performing well. Basically, it’s where you stand amongst the crowd.
How to Ace Your Benchmarking Strategy
- Narrow down the digital marketing activities you want to focus on. Is it your blog, social media, or emails?
- Choose the right metrics: Impressions, views, engagement, source, clicks, etc.
- Do your initial benchmarking against these metrics. Tally up all your current numbers, using a tool like Google Analytics, and access the reporting features. Take a look.
- Benchmark where your competitors are at: You can also use Google Analytics to find out where your competitors stand. Compare their numbers to yours.
- Create a report that summarises your marketing benchmarking.
Now that you have a solid understanding of the most important metrics in digital marketing, you’re ready to use them on your own website and landing pages!
Marketing Agency Utah is here to help you transform your digital and traditional marketing needs into successful campaigns that get you leads, clicks, and sales!
Contact us today to learn more about our services.