5 key metrics reports in Google Analytics to help you generate more leads and improve your landing page conversions.
Monitoring your landing page conversion metrics helps you create a more attractive, engaging, and effective landing page. By tracking the right metrics, you can double down on what's working (and get rid of what isn't!).
It’s not that complicated to track and measure them if you follow this advice!
Why it's important to track your landing page conversion metrics
Even the most simple landing pages have dozens of different images, headings, copy, and forms - each of which is a chance to improve your signup, downloads or purchase conversions.
Tracking your landing page metrics allows you to improve your landing pages over time, aligning your messaging with your audience' needs, and fixing any holes in your signup funnel, shopping funnel etc. Plus, getting a higher ROI.
Start with Google Analytics
I’d recommend using Google Analytics to measure your landing page conversion metrics. It's a free solution and provides valuable insights that help you shape your business success strategy and increase conversions.
Whether you run an eCommerce store or an informative blog, Google Analytics will help you turn more visitors into sales. It allows you to track and understand your customer behaviour, what they’re looking for, how they’re engaging with your business and how you’re providing what they need.
By carefully analysing this data, you can highlight areas of success, any pain points, and gaps in the customer experience. If you consistently measure and improve the experience you’ll push customers further down the sales funnel and ultimately see an increase in conversions.
There are many metrics and data sets you can use to improve landing page conversions. Here are some of the basic reports I would suggest looking at to get you started.
1. Landing Page Views
This report shows several key metrics for your landing page: page views, unique page views, average time on page, entrances, bounce rate, percent exit, and page value.
To find out how many times your landing page has been viewed, look at the page views metric. Additionally, look for patterns in the chart that shows page views by day. Do more people visit during the week or on weekends? What events or promotions triggered spikes or lulls in views?
For example if you run PPC ads to your landing page, you can use this information to set specific times when ads will be shown to help boost traffic and increase ROI.
To find this report in Google Analytics, navigate to Behaviour > Site Content > All Pages. Once you reach All Pages, you can tap into specific landing pages and pull up the data.
2. Goal Conversions/Conversion Rate
To track conversions on your landing page, you’ll first need to set up goals in Google Analytics. By connecting a goal to the thank you page of your campaign, you’ll be able to monitor exactly how many people visited your landing page and took action by completing a form, making a purchase, clicking a link, signing up or downloading an offer.
With goals set up for your landing page in Google Analytics, you can track the number of conversions for your landing page and the percentage of visitors that converted.
Tracking conversion rates allows you to measure the performance of your landing page. Understanding the percentage of users completing your goals will give you a benchmark for improvement and allow you to gauge the success of your page.
You can also view this report to track the success of:
Measure the success of different campaigns
ROI of different channels or campaigns
Cost per conversion
To find this report in Google Analytics, navigate to Conversions > Goals > Overview. Look for the name of your goal to see the total number of completions.
3. Bounce Rate
While most measure the overall bounce rate of their site - it's important to track this metric for individual landing pages as well.
Your bounce rate measures how many visitors leave your site before doing anything else, like clicking a link or completing a form.
If your goal is more conversions, you want to ensure your bounce rate stays low.
A high bounce rate can mean three things:
Your offer was not clear and visitors were unsure of the action they should take.
Your offer needs improvement.
Your campaign promotion and messaging were unclear or misleading, and visitors were disappointed once they hit the landing page.
To find the bounce rate for your landing page in Google Analytics, navigate to Behaviour > Site Content > All Pages. Once in All Pages, choose the desired landing page to pull the report.
4. Traffic Source
Knowing where your traffic is coming from is one of the key aspects of landing page analysis. It helps you understand what is and isn’t working for your campaign.
Visitors could be coming from your email campaigns, social media posts, paid advertising, organic search, or referrals from other sites.
Let's say your landing page gets a lot of visitors from Facebook, but almost none of them sign up for your offer. Instead of posting more frequently on Facebook, you might choose to improve your email marketing funnels instead, where the conversion rates are often much higher.
Knowing where your visitors are coming from helps you understand which marketing channels are working best, so you can make the most of your time and money.
To find out where the traffic to your landing page is coming from in Google Analytics, navigate to Behaviour > Site Content > All Pages. Once in All Pages, choose the desired landing page to pull the report.
Then, add a secondary dimension for Source. This will add another column to your report showing the source of your landing page visits.
5. Average Time on Page
Average time on page is the average time all users spend on your page. The sole purpose of this landing page metric is referencing if your content is good or not. The longer people spend on your page, the higher your conversion rates can be.
Monitoring how long visitors stay on your landing page is very important. If you have an educational landing page, for example, knowing that visitors spent time on your page means the information you are providing is valuable.
If your average time on page is very low, you may want to consider improving or lengthening your landing page content.
To find the average time on page for your landing page in Google Analytics, navigate to Behaviour > Site Content > All Pages. Once in All Pages, choose the desired landing page to pull the report.
Tracking your landing page conversion metrics in Google Analytics will help you improve your landing page conversions and boost sales.
If you’ve got a Google Analytics account and you’re not sure what to look at, I suggest focusing on these key elements when analysing how your website converts. Using these simple reports will allow you to identify opportunities to improve your offering and convert more visitors to sales.
This is by no means an exhaustive list of all aspects of Google Analytics but these are the basics I would start with.
And finally, if you’re looking for more in-depth analysis of your landing then check out our landing page review service.