How to Measure Landing Page Performance
In week one, we looked at the ingredients needed for a successful landing page. So far we’ve covered how to define your landing page goals and how to create a successful landing page. This week, we’ll talk about how to measure your landing page’s performance.
Page performance is one of the most exciting parts of creating a landing page. It’s where you get to see the data behind your efforts.
When measuring your data, the first step is to ensure you have enough traffic to gather true estimates. If only a few people have landed on your page, your conversion rates will be skewed too far in one direction or another. They won’t be representative of what the bulk of people want from you.
When you have at least 100 people landing on your page, you can start measuring your landing page’s performance.
Your Key Performance Indicator
When you defined your landing page goals, you also came up with a single metric for your campaign – the Key Performance Indicator (KPI). This is the one thing that has to happen to determine if your landing page is a success or if there is room for improvement.
When measuring performance, look first at your KPI for this campaign to see where you are in relation to meeting your business goals.
Determining Which Metrics to A/B Test
During your campaign, you’ll want to conduct several A/B tests to try to boost your success even further. Deciding what to test is a challenge. There are so many elements you can tweak, knowing the right ones to start with isn’t easy. Some of the top (and best) elements to test are:
- The number of visitors to conversions;
- How much time people spent on your page;
- If you have a video, how many people watched the video;
Once you have an idea of how people are behaving on your landing page, you’ll want to start tweaking your headline, call-to-action, design, and more. Before you do, write out a list. Testing more than one element at a time will make it impossible to determine what worked and what didn’t. We’ll go into more detail on this next week, but it doesn’t hurt for you to start coming up with your own ideas about what’s working and what needs testing.
Another way to find ideas for what to test is to get feedback on your page.
Listen to your users
Gather insight from your users. This is the absolute best way to know what people like and what people don’t, so you can determine what needs changing.
There are a few ways to gather this insight:
- Take a survey. Add a survey tool to your landing page to gather feedback from your target audience. Tools, such as Qualaroo or iPerceptions will let your visitors share why they visited you and what they like about your offer. This type of insight is invaluable.
- Fire up your live chat feature. People are automatically suspicious of your business when they land on your page. Curb the suspicion while gaining insight by adding a live chat feature. Give your visitors a chance to ask questions. When they do you’ll nurture the lead with fast help, while also getting better insight into the things you’re not doing an adequate job of addressing on the page.
Ask your team
Internal feedback is another great way to understand what’s working and what isn’t. Ask people who aren’t normally involved in the everyday marketing operations to give their feedback. Here are a few specific items these people can test.
- Your headline. Give your team member five seconds to look at your headline and tell you why this offer is so fantastic. If they can’t, chances are you’re losing website visitors and conversions.
- The purpose. Still playing by the five-second rule, ask your team member to also tell you what the page is about. If your presentation was concise and clear enough, they shouldn’t have a problem telling you.
Defining your sticky points isn’t always easy but with some valuable feedback, you’ll know what to test. Ask around and listen carefully when people give you their opinion about your landing page. This kind of insight can’t be replicated by any analytics tool.