Landing pages are the driving force behind making online sales, but without careful review and analysis they may become stagnant in performance and conversions.
In online marketing, landing pages serve the purpose of relating sales content to prospects, and this is usually done tactically in order for prospects to become leads or customers. To find out more about what landing pages are, and how to create one, see this summary.
In this article, I am going to be sharing three (3) simple procedures for accessing your landing page performance. But first, it is important to understand the reason behind going through with such procedures.
Why you need to Review your landing page performance
The reasons for reviewing your landing page performance are:
- Checking Ad Copy & CTR: Your landing page performance depends on your ad creative or ad copy. If your ad copy is faulty or it is not attractive to prospects then your CTR (Click-Through-Rate, which shows how many times people click through your ad to your landing page) becomes low and vice-versa. There is a formula for checking CTR for every promotional campaign you perform, see the image below:
- Checking Conversion Rate: This is highly significant when it comes to landing page performance. Conversions are the utmost reasons for making review and analysis, in order to ensure that your landing pages are generating sales.
- Checking Prospect Behavior on your Landing Page (User experience/ Usability): Landing page performance depends on how well its contents appeal to visitors or prospects. Is your landing page structured to be user friendly, with cohesive contents? Or are the content disjointed and hard on the eyes? Checking how visitors interact and behave on your landing page should determine your answers to these questions.
- Verifying Keyword Targeting: When running any form of advertising, for instance, PPC, interest-based targeting is one of the most important aspects of getting your products in front of the right audience using the right keywords. Your landing page performance often depends on how well your keyword is optimized and narrowed down to your target market. This may reflect through an increased conversion rate (more sales and customers) or the flow of traffic to your landing page.
- Troubleshooting: This is strictly for the sake of fixing errors and making important updates to your landing page, either by changing the content design or pattern to maintain quality user experience, or to add more informational pieces and social proofs to accelerate performance.
The 3 Simple Procedures for Reviewing Landing Page Performances
These three procedures fall in line with how to check for; conversion rate, CTR, prospect engagement (or user experience), and keyword verification.
#1 Using Heatmaps
Heatmaps are generally configured to measure audience engagement and behavior on a web page, whether in real-time session or an aftermath display.
There are various Heatmap tools that can show you data and analytics on how prospects engage with every section of your webpage or landing page.
There are four known methods of tracking interactions using heatmaps, they are; click, scroll, eye, and mouse tracking.
The most effective heatmap tracking methods are the eye and mouse. Eye-tracking heatmaps collect data based on page sections viewed by individuals (without necessarily clicking or using a mouse). Mouse tracking heatmaps, as the name implies, tracks interactions based on how many times a cursor was placed on a particular section on the page.
Heatmaps make use of color gradients to detect the amount of interaction given to different sections on a webpage.
The most common colors used are – red and blue gradients. The red color, which we can call a “warm interaction”, signals a huge amount of engagement invested on a particular page section, while the blue color, otherwise known as a “cold interaction” signals low engagement made by prospects.
|Warm Interaction vs Cold Interaction|
Now, for more in-depth analysis- when using a heatmap tool to check for behavior and engagement on your landing page, there are cases where high-quality contents on your page get less interaction than the low-quality content.
In this case, it means those high-quality contents may not be; informative, user-friendly or appealing as you might have structured it to be, and this might reduce the performance of your landing page.
Please note: by low- quality content, I mean extra features added to a landing page probably for the sake of representation or aesthetics, but not really the main marketing contents.
For example; images on landing pages are low-quality contents, because, in as much as they add some aesthetic value to show prospects what the product is, or what it represents, it is not the main focus or priority on a landing page. Beautiful Images on a landing page does not guarantee conversion.
High-quality contents on the other hand are basically; the benefit of the product, discount offers and free trials, social proofs, and the email newsletter form. These features if done properly can guarantee conversions and can implicate a high performing landing page.
Therefore, if the heatmap shows that low-quality content is getting more engagement than the high-quality content, then the next point of call would be to troubleshoot.
Another common case is the heatmap showing a lot of cold interactions, and a few warm interactions. If the few warm interactions are focused on the high-quality content and the cold interactions are on the low-quality content, then it means the performance is stable, but if the reverse appears to be the case, then the landing page needs to be reviewed.
If the heatmap tool fails to register any engagement at all, or very few (both warm and cold), this could mean that your CTR is low, and this may be as a result of a faulty ad creative or ad copy (meaning that people are not clicking your ad, despite the impressions).
#2 Tracking and Analytics
Tracking your landing page with either Google Analytics or Facebook pixel is the right way to go about reviewing your landing page performance.
Google Analytics and Facebook pixel shows you the amount of traffic and the demographics of people that engaged with your page based on your keyword targeting.
This is an effective procedure for checking your keyword targeting, because if tracking is done correctly, it can display vital information about the interests of people who visited your page, and you can easily crosscheck if those interests tally with the keywords you integrated in your promotional campaign.
Tracking and analytics also help in measuring conversion rate.
This is quite an easy one. Any autoresponder tool or feature used on your landing page, can help you review the number of prospects that are actually converting to customers on your email list.
Tracking and analytics can show you the quality, rates and figures, but your email listing is the reality check (no pun intended) on whether you are actually getting sales and customers, or your landing page is not delivering as it should.
This procedure, as simple as it is, can be easily ignored. Sometimes most online marketers get carried away by tracking and analytics, that they forget to pay attention to who is actually on their list of email subscribers.
In most cases, subscribers can end up as robots, or inactive subscribers (subscribers who do not actually become customers) which may be as a result of poor targeting or confusing informative contents on the landing page.
How Often should you Review Landing Page Performance?
Reviewing landing pages should be habitual especially when running a promotional campaign.
It is always important to know if your ad spend is being invested properly or wasted as a result of low landing page performance.