Landing pages are some of the most important content items you’ll need on your website. Well-written and optimized digital content helps search engines attract your ideal customers and users to your website. High-converting landing pages are built to help maximize your marketing goals: whether it is building awareness or increasing purchases.
If you’re already dedicated to a content plan for your digital marketing, that is great news. Just formulating the goals you have in mind for content writing is a great start to improve your online marketing effectiveness. However, the next step is to then evaluate the performance of your pages to see which pages are effective and others that may need adjustments.
If you need an expert to help you navigate your specific landing page’s most important statistics and KPIs, then contact the Boston Web Marketing team here! For an overview of the best KPIs to look for in your landing, keep reading below:
Conversions and Conversion Rate
Tracking online conversions and determining how many average users convert on a page are the two most important factors to consider. A high number of conversions likely means that users are not only finding your page but are likely to engage with your primary call to action.
Conversion rate is equally important since it shows how effective your page is at converting a user. For example, a conversion rate of 5% means that only 5% of all users are likely to convert. Unless your website experiences a sudden influx of traffic that may mean your page needs a modified call-to-action that makes it easier to convert on the page.
Organic Traffic, Sessions, and New Users
If you need to find out if search engine users can find your website, then it helps to look at organic traffic, sessions, and new users on the website.
Organic traffic is the measure of all visitors to a page from a Google Search. High organic search totals mean that your page is found with related keywords to your marketing goals and services/products. Additionally, sessions are the measure of all site visitors regardless of how they visited; a user through standard tracking software usually finds a site through organic, display, referral, or social traffic. The new users metric indicates how many website visitors in a given duration were completely new users to the website.
These metrics help digital marketers determine if users are effectively finding their page and if users are able to navigate to the page through search engine queries. Pageviews are an additional metric that also shows the number of times the page has loaded on users’ screens.
Average session duration, bounce rate, and mobile usability
Landing pages require relevant content and user-friendliness to help convert and rank higher on search engines, this is especially true for mobile search engine optimization. That is why average session duration, bounce rate, and mobile usability measures are important KPIs for your pages.
Average session duration is how long a user is likely to stay on the page while the bounce rate is the percentage of users that are likely to leave the page once they immediately load it. Higher average session duration and lower bounce rates usually indicate that a page is able to attract and retain a user’s attention effectively. Bounce rates below 70% are usually optimal pages: this statistic is a measure of how all online traffic interacts with your site, which likely means a lot of general search engine users may not need your site’s content. A bounce rate upwards of 75% or more may need a significant update.
Mobile usability metrics, which can be found on Google Analytics and Google Search Console, are likely to help determine if your website pages are mobile-friendly, which impacts search engine ranking and user-friendliness.
Need an expert to help measure and optimize your landing pages? Contact Boston Web Marketing and speak with our dedicated SEO professionals today!