When it comes to PPC, users focus on ads, creative, and targeting to determine whether users interact with their brand or not. While these things play a big role in user interaction, one important aspect is missing from this equation: landing pages. Landing pages play a big role in getting users to convert. If conversions are (and should be) important to your advertising goals, you should consider your landing pages.
Because a landing page can convert or pause, make sure your landing page experience is top notch.
What exactly is "first class"?
You want to create a user-friendly landing page that does not make users think.
If a user can easily navigate your page and check out without a second of confusion, it means more conversions for you. (For example, if someone is confused or frustrated with the shopping cart on your website, they can give up and go to Amazon, where they are probably familiar with the checkout page.)
How can you be sure that your landing pages are performing well? In this blog, I'm going to introduce three different methods for analyzing landing page performance.
Before diving in, let's go through the metrics you can use to determine that a landing page doesn't work at all.
Is the landing page the problem?
If conversions are low, you need to determine whether your PPC campaigns need to be optimized or whether the landing page is the real culprit.
To determine if the indicated traffic incident is from your landing page
- Check if the clicks and clickthrough rate fluctuate widely
- Check the speed of your mobile website
- Make sure your conversions are tracked properly
If you have low conv. With CRO (Conversion Rate Optimization), you can run landing page tests to determine what is wrong. In short, CRO uses tools that track user behavior to analyze points of friction and run tests to improve those points of friction (friction that causes a user to become confused and give up the service or product you offer ). CRO teams can also collect user reviews to better understand what users are thinking about when reading your website.
CRO tools include A / B tests, heat maps and confetti maps, to name a few. These tools show exactly where users spend their time when they are on your landing page. Heat maps and confetti maps illuminate the parts of the landing page where the user spends the most time or on which they click the most.
CRO tests determine which parts of the page are useful to users and which parts are skipped. You can test aspects of the landing page, such as image placement, text placement, page layout, and CTA text or color. You can use the time you want for a good copy of the ad and a good motif. However, if you send users to a non-friendly landing page, they will not be converted.
For more information about CRO, see Conversion Rate Optimization 101: Maximizing the Post-Click Experience.
GA is one of the best places to analyze landing page performance. And it's free! In GA, you can do all sorts of things related to landing pages.
- See how traffic comes in from different sources
- Check the demographics of website visitors
- Get insight into pageviews
The most revealing metrics in GA for landing page analysis are
- Pages per session
- session duration
- Bounce rate
A bounce defined by Google is a one-sided session on your website. The bounce rate is all unilateral sessions divided by all sessions in total. Depending on the content of your website, a high bounce rate may be perfectly fine for you. For example, if your site is just a single page, your bounce rate is automatically high because users have no other pages to navigate. If a user's conversion path contains multiple pages, a higher bounce rate can be a problem. Below is an example of some of these metrics in Google Analytics.
If you want to dive deeper than these basic website engagement metrics, see 7, Right, 7 more Google Analytics metrics you should use for CRO.
Third party platforms
If you don't have the time to manage a CRO process or deal with GA every week, third-party platforms like HubSpot, SEMrush, Unbounce, etc. are great for landing page analysis. They have their own tools that analyze your landing pages based on content, and they have tools for A / B testing. For example, in the HubSpot tool, you can analyze a blog page or a landing page and get a report of all the metrics I've mentioned in this blog so far, and a few more! With SEMrush you can display all landing pages of your website and get a number of keywords for each. Tools like these are great for identifying weaknesses on your landing pages, often much faster than with the free tools.