Today we are going to dig into which landing page metrics to track in Google Analytics. If you are running a business online then keep reading.
Analytics help us to see which aspects of our websites are working and what are not. In Google Analytics, there are a lot of data points to browse and play with but it doesn’t stop there.
Analytics can be customized and designed to capture different data. Today we will dig into what landing pages metrics you should be tracking in Google Analytics.
After this article you will learn
- what is a landing page
- how to define pageviews, bounce rate, and conversions
- which landing page metrics to track in Google Analytics
- how to utilize analytics to improve landing page conversions
5 Landing Page Metrics to Track in Google Analytics
A landing page is a dedicated page on a website with a single call to action (or goal). It is a digital marketing technique to drive the readers attention to a specific action (share email address, make a purchase, sign up to a website).
A successful landing page has a high conversion rate due to its narrow focus. Key elements that should be included is branding, image or video (hero shot), excellent copy for headings, subheadings, and text, social proof, and a very clear and defined call to action via a form or button.
*Note. “landing page” as used in this article refers to the digital marketing technique but in Google Analytics, the term landing page refers to the first page visited on a site.
The first important metrics to track in Google Analytics are pageviews. Pageviews is how many times a page was viewed. In Google Analytics, this is defined by each time a page is loaded, or reloaded in a browser.
Why is it important? Tracking pageviews for a landing page is the first line of defense. This will let you know if people are even reaching your page at all.
How to find the data: In Google Analytics, from the left side menu click on the following Behavior > Site Content > All Pages
If your landing page is not receiving any traffic, especially compared to the rest of your pages then it is time to evaluate why. Are you linking to it throughout your site in relevant places? Are you promoting it via social media or Pinterest? Do you have a marketing strategy?
Traffic sources tells you where traffic to your site is coming from. This is broken down by organic (via a search engine), social, or direct.
Why is it important? It is useful to know what are your most valuable networks for marketing so you can continue to push them. It is also a useful metric to check when you receive a sudden spike in pageviews.
How to find the data: In Google Analytics go to Behavior > Site Content > All Pages. Click the url of the page you want to check. Click the box “Secondary Dimension” and add source.
If you are devoting a lot of time and energy into your social media marketing, but are seeing very few pageviews from those traffic sources then you need to make changes. This can be absolutely anything from the copy in your promotional posts to your audience just not engaging with your work. There is no one-size fits all solution.
Schedule a call to see what types of solutions are available for you and your business.
Average Time on Page
The Average Time on Page stat is exactly as it states. How long a user spent looking at that specific page.
Why is it important? While time spent on a landing page will be shorter than other pages of your site, you don’t want it to be 3 seconds with no action taken. You want the reader to stay long enough to read and consider your offer.
How to find the data: In Google Analytics go to Behavior > Site Content > All Pages. One of the columns will show Avg. Time on Page
If readers are clicking and exiting without engaging in your content it might be time to adjust your landing page. Change up the content, add a video or different photos, or ask someone you trust to review it and offer helpful criticisms.
A bounce rate is the rate at which new users visit and leave your site without doing anything.
Why is it important? The point of a landing page is to get high engagement. Landing pages don’t have side menus or multiple topics because the goal is convert – not confuse! If your bounce rate is really high that means many people are visiting, but they are not interested in what your are offering.
Ecommerce and retail websites should have a relatively low bounce rate (20-40%) as people are visiting your site to browse various products so they should stay awhile. Blogs can see bounce rates between 70 and 98%! While on the other hand, a landing page should have around 70-90% bounce rate. It depends on the goals of your site and page.
How to find the data: In Google Analytics, from the left side menu click on the following Behavior > Site Content > All Pages. The fifth column to the right is Bounce Rate.
If your bounce rate is no where near the averages above, it might be time to revist your landing page to see what could be the problem. As mentioned previously, this can be the copy, the content, not matching user intent, or as simple as an analytics installation problem.
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Conversions are completed goals. For landing pages, this means that the goal was met through giving information or making a purchase.
Why is it important? Landing pages are not created just for fun. They are specifically designed to convert. They present your offering with no distractions. Google Analytics doesn’t know which of these pages in your site are landing pages and it will not track this info on its own.
In Google Analytics, you can define what that goal is (make a purchase, reach a specific url, spend more than 3 minutes on a page, etc.).
How to find the data: In Google Analytics, click Admin. Under the third column (View) click Goals. Click add a new goal and then Custom and Continue. Give the goal a name, select the type, and save.
To see your goal in action head to Behavior > Site Content > Landing Pages. New columns should appear to the right of Avg. Session Duration that show the converstion rate and total numbers for completed goals.
Conversion rate of a landing page is very low. Estimates put it around 2-5% which also fits the data that landing pages have a bounce rate of 90% or more.
If you are seeing no conversions this can be that the goal is set up incorrectly, or that your landing page is just not converting. Schedule a call with me to discuss a new strategy to engage your audience.
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