eGuide to Understanding Landing Page Performance Metrics in 2023

What are landing page metrics?

Landing page metrics are a set of key performance indicators used to evaluate the effectiveness of landing pages in terms of user engagement and conversion rates.

Why track and analyze landing page metrics?

The reason why, as a demand generation professional, you should continuously track and analyze landing page metrics is similar to why you should conduct landing page analysis in general - it helps you discover the areas of improvement and identify the precise steps you need to follow to maximize the performance of your landing pages.

What are the benefits of analyzing landing page performance metrics?

• ‍Improved UX: By monitoring landing page metrics such as load time, average time spent on page, most clicked elements and bounce rate, you can get insights into how visitors are actually interacting with your landing pages. You’ll be able to identify elements that catch your visitors’ attention, as well as those that are merely distracting them. ‍
• Increased conversion rates: Landing page metrics such as mobile vs. desktop conversions, device-, browser- or country-level conversions provide valuable information about the effectiveness of your landing pages for certain traffic segments. You can use this information to adjust versions of your landing pages to the unique requirements of each traffic segment and increase your visitor-to-lead conversion rate.
• ‍Greater ROI from your Ad spend: By keeping track of landing page metrics across all of your landing pages, you can determine the winning landing page templates and patterns, and either adjust your underperforming landing pages, or rebalance the spend and invest more in promoting your best-performing landing pages.

‍

Part 1: Primary landing page metrics

There are seven primary landing page performance metrics — traffic, number of unique visitors, number of conversions, visitor-to-lead conversion rate, landing page load speed, landing page bounce rate, and average time spent on page. They’re called primary since all of them are giving you an insight into the efficiency of your landing page (how well it does the job of converting visitors into leads).

With the most advanced landing page analytics engine on the market, PagePro landing page builder gives you real-time visibility into the primary landing page performance metrics out of the box. 

‍

1.1. Measuring and analyzing landing page traffic

Landing page traffic refers to the total number of times that your landing page was viewed by visitors. This metric takes into account all views of the page, including repeated views by the same visitors.

‍

1.2. Measuring and analyzing landing page visitors 

The number of landing page visitors refers to the unique individuals who have viewed the page, rather than the total number of times the page has been visited. Each visitor is recorded only once, regardless of the frequency of their visits.

‍

1.3. Measuring and analyzing landing page conversions

Conversions refer to the number of times when your landing page visitors completed a specified action, i.e. filled out a form and registered for a trial, made a purchase, subscribed to your email list, etc. In a nutshell, this landing page metric answers the question of how effective your landing page is as far as achieving the conversion goal.

More on the topic:

• How to create a strong call-to-action for your landing page
• Where to place a call-to-action on your landing page 

‍

1.4. Measuring and analyzing landing page conversion rate

Tracking the conversion rate of a landing page is crucial for understanding how well it performs compared to your other landing pages. By analyzing and comparing the conversion rate across some or all of your landing pages, you’ll be able to identify your best performers, as well as patterns that help increase your landing page conversion rate.

‍

1.5. Measuring and analyzing landing page load speed‍

Making sales cycles shorter is a priority for all b2b and b2c businesses. If a landing page takes too long to load, visitors may become frustrated and quickly leave the page. Slow page speeds may result in lost conversions, or even revenue - that's why checking your page load speed is always a good idea. 

‍

1.6. Measuring and analyzing landing page bounce rate‍

Landing page bounce rate provides an insight into the quality of the traffic visiting your landing page. A high bounce rate indicates that visitors are leaving your landing page without really looking at the content. This usually means that you need to double check your targeting criteria. Most likely, you’re not capturing the right audience and just wasting budget. 

‍More on the topic:

• What is a good bounce rate for a landing page?
• What is a high bounce rate for a landing page?

‍

1.7. Measuring and analyzing average time users spend on page 

Unlike bounce rate, which helps you understand whether or not you’re getting the right audience to your landing pages, the average time spent on page is a metric that helps you understand the overall quality of your landing page content and the engagement level of your visitors. 

For most landing pages, an average time spent on page anywhere between 35 seconds and 2.5 minutes is considered ideal, on condition that your landing page is demonstrating the conversion rate that you’re happy with.

PRO TIP: Average time spent on page is a landing page performance metric that  must be looked at in conjunction with landing page conversion rate. Otherwise, it tells you little to nothing.

‍

Part 2: Secondary landing page metrics

There are four secondary landing page metrics — performance by device, country, browser and operating system. These four data points are called secondary since they give you some additional ideas on how you can further optimize the performance of your landing pages or budget. For example, you can increase the spend on traffic from country A after you’ve noticed that the conversion rate for country A is considerably higher than that for country B.

The out of the box landing page performance reports available in PagePro landing page builder give you the insight you need into all of the secondary landing page metrics.

‍

2.1. Making sense of landing page’s device-level performance

The significance (and in many cases dominance) of mobile devices like smartphones and tablets in modern lead generation e-commerce cannot be overstated. Measuring and analyzing the device level performance of your landing pages can help you better understand how well you’re converting mobile, tablet and desktop visitors into leads. Thanks to this type of landing page metrics, you can easily see which version of your landing page needs to be improved - desktop or mobile.  

‍

2.2. Making sense of landing page’s country-level performance

If your marketing programs are generating traffic from various countries, analyzing the performance of your landing pages on a country-level basis can show you which regions yield the greatest ROI.

‍

2.3. Making sense of landing page’s browser-level performance

Different browsers may render your landing pages differently, and your target audience may prefer certain browsers. That’s why it is helpful to know the top 3 or top 5 browsers used by your landing page visitors. You’ll be able to conduct thorough testing of your landing pages in the browsers that matter the most to ensure optimal performance.

‍

2.4.Making sense of landing page’s operating system-level performance

There are certain niche scenarios when you may benefit from measuring and analyzing the OS-level performance of your landing page. For example, if your landing page is promoting an app or a software product that works only on a certain OS type, you’ll be able to see whether or not you’re getting traffic and conversions from users with other operating systems.

Based on this landing page metric, you may decide to tweak your targeting criteria, Ad and landing page messaging, and increase the ROI of your marketing programs.

‍

Part 3: Behavioral landing page metrics

Tracking and analyzing user behavior and engagement on landing pages is crucial, as it provides insights into how users interact with your page, what they find engaging, and what may be hindering their conversion. By analyzing this group of landing page metrics, you can make data-driven improvements to your content and landing page templates.

The heatmaps and scroll-depth insights features of PagePro landing page builder provide unique insights into user behavior on landing pages.

‍

3.1. Keeping track of user actions

Heatmaps can give you visibility into actions users take on your landing pages displaying exactly what users did on your landing pages. They also help visualize patterns of behavior by showing where users clicked, what content grabbed their attention, and what elements may have distracted them. Thanks to heatmaps, you can improve your landing page templates and create truly data-driven landing pages.

‍

3.2. Keeping track of scroll depth

Landing pages typically have fewer elements and are shorter in length compared to the typical content-rich website pages. Nevertheless, it's good practice to analyze the scroll depth of any landing page to determine the optimal length for the target audience.

‍

Bonus: Tracking and analyzing landing page metrics with PagePro

Marcom Robot provides all of the features you need to measure, track and analyze key landing page performance metrics, including primary, secondary and behavioral. Watch the video below to see Marcom Robot's landing page analysis capabilities in action.

Key benefits of measuring, tracking and analyzing landing page metrics with PagePro:

• You can track and analyze the dynamics of your traffic, visitors, conversions and conversion rate by day, week or month. 
• On top of that, you can review the landing page performance data by country, device, browser and operating system. 
• You can also dig one level deeper and analyze the visitors’ behavior on your landing pages with integrated heatmaps. 
• Finally, you can check your page load speeds in real time thanks to the speed testing functionality.