11 Landing Page Metrics: A Detailed Landing Page Analysis Guide

Want to know, How to conduct a landing page analysis?

You are at the right place, then.

For a marketing campaign, it is a must to create a landing page. Marketers create stunning and appealing landing pages to attract and engage more visitors. We know precisely the content it should contain, how it should look, its structure, and everything.

That’s all? No.

Creating a landing page is just the first and foremost step, not the last step. Besides the creation of landing pages, it is essential to analyze the power of your landing page.

If you are looking for a landing page analyzer tool. Then use this free tool to get the optimization suggestion.

You will get a detailed overview about your landing page including Overview, Industry, Design, Copy, Advertising & SEO, Page speed and Top 3 Thing to Fix. So it will make your job easier.

In this guide, we will be explaining to you about landing page analysis in detail. We will be trying to cover everything in detail to make it clear to you – best tools, metrics to check, and many more..

What Is Landing Page Analysis?

Landing page analysis is one of the essential steps of a marketing campaign. It helps marketing professionals to identify the factors affecting their growth. In simpler terms, they find weaknesses and improve them to get consistent sales and leads with the help of a landing page. They try to offer a top-notch experience to their users.

Marketers often find issues with their page experience, such as placing CTA in the wrong place, color combinations, layout, etc.

Here are a few pointers you should remember while creating a perfect landing page.

  • Orientation: The word Orientation means introducing someone to something. And that introduction should be easy to understand. Your page layout should be well-structured and easy to understand. Also, the content on the page should be clear and concise. Each element on the page, including icons, images, blocks, and color combinations, should be pleasing and appealing to users.
  • Conversational: If your landing page doesn’t communicate to people, there is no point in going ahead with that. Your landing page should talk to users, as a salesperson does. In the end, the role of both is the same to and pitch and convince products to people. Your content should persuade users to click on the button.
  • Value Addition: This is the hard truth, and we have to accept it. If your page isn’t doing value addition, they will barely click on the given button or link. They want to know everything about your product in detail. They want to know how your services will be beneficial for them. Your landing page should add some value to them; the chances of clicking through increase as you do this.

If your landing page incorporates all these points, then you have a powerful landing page. Remember, user experience holds a significant role in a successful landing page.

Here is an example of a landing page featuring a lead magnet.

On this landing page, Semrush is giving away a free PDF on Content Marketing. Users can get the PDF by submitting their name and email address. Additionally, more users are likely to submit the information to get freebies because it attracts them.

Landing Page Analysis

Why Should You Conduct A Landing Page Analysis?

There is always room for improvement on every landing page. Landing page analysis should be performed every week or month, depending on the campaign length. Here are the benefits of conducting a landing page analysis.

Know Your Customer Needs and Desires

What’s the Objective of a landing page?

To engage users and compel them to make a buying decision. Is your landing page doing that?

You get 15 seconds to impress a visitor if you can’t impress them in the given 15 seconds. They might leave the page and look for something else. Can your landing page hook the visitors in 15 secs?

Why Should You Conduct A Landing Page Analysis?

The primary benefit of analyzing a landing page is to understand your customers’ needs and desires. It is essential to find out what they like and what isn’t.

You get an idea about their pain points and fears. So, you can connect with them easily with the help of your landing page.

You can only do this with the help of the perfect combination of content writing, copywriting, and positioning of elements like buttons and links. So, the first benefit is to check what’s working and what’s not.

Unbounce introduced a free tool to analyse your landing copy. It will give you a personalized report about your landing page copy.

They used machine learning model to evaluate over 34,000 of the landing pages. So, They have enough AI data to analyze our landing page copy. Try this copy analyzer.

Find Issues In Your User Experience

The cause behind less conversion could be the wrong choice of colors, typography, the wrong position of buttons, and more. But you won’t know all these mistakes until you carry out an assessment.

In addition, there could be hundreds and thousands of reasons. Some might leave your page because your copy isn’t that action-taking. While some go because your form was too long or had complicated questions. And so on.

Tracking your landing page will help you find the causes behind low leads and conversion rates.

Increase Your Landing Page Returns

Who doesn’t want good landing page conversion rates? Yes, everyone wants that feeling. And measuring your landing page metrics will help you get that.

While analyzing the landing page, you will find tons of causes why your landing page is underperforming. You will find many different areas of improvement. If you work on them, you can record higher results.

Multiple factors tell whether your page is underperforming or overperforming. We will look at each factor in the next section.

Things to Consider While Analysing Your Landing Page

There are multiple things to consider while analyzing landing pages. Yet, I’m mentioning the most important amongst all. Remember these points while assessing a landing page.

  • If you want to see how your current landing page is performing, you should compare your previous high-performing landing pages with the current ones. This will help you to understand things quicker. Comparing your earlier pages to recent ones will highlight all the mistakes and improvement areas.
  • You can’t control the page ranking of your landing page on your own. Yet, you can make sure everything is perfect from your end. Sometimes a few landing pages rank higher, but a few times not. You can try re-promoting your landing pages on different platforms to increase the conversion rate and visibility.
  • If you observe that many things aren’t moving as expected, don’t rush to make all the changes in one go. Otherwise, you won’t be able to track the results properly. If results improve, you won’t be able to identify which change affected your results in a good or bad manner.

There are a few things to track while analysing landing pages. You will find significant differences.

11 Important Landing Page Metrics (How to Track Them)

In online marketing, “Lead Capture Pages” play an important part when it comes to converting. A landing page is a useful strong suit for any type of online business.

Landing pages are the web pages that appear while going through a search engine optimized search result, advertising, promotions, and more.

A number of companies invest their time and effort to build the best landing pages. But the main point is how are your landing page KPIs more trackable? For that, a number of landing page metrics are used.

If you have put together a landing page then evaluating its performance KPIs would be the next step.

key performance indicators

Your landing page metric will be clouded, without a clear performance metric and that’s why you need to have a proper landing metric system.

Below are a few things that I’ve put together which might help you further.

Important Landing Page Metrics you should be tracking:

Landing Page views

Landing page views is a metric that shows you how many users have viewed your page.

landing page views

In order to check and generate page views all you need to do is follow the below path:

Google Analytics, go to Behavior → Site Content → All Pages. Once there, click on All Pages and you will be taken to specific landing page views.

google analytics

In Google Analytics, you can’t exactly pinpoint the reasons why the spikes of views or sessions are happening. You can filter through other marketing channels like email, PPC, etc in order to see the scope of improvement that could lead you to new marketing gaps and opportunities.

Traffic source/Sessions by Source

The notion of a traffic source and session by source in Google analytics are crucial points that many niche landing page metrics have followed and reaped benefits from.

Traffic source/Sessions by Source

A session is an important landing page metric that includes a batch of users that engage with your site under a certain amount of time frame. In simpler words, a session is a container of actions a user takes in a website.

Goal Completions/Conversions in GA

Each website in the world contains goals such as add-to-carts, order received, etc. which can be set up and can be monitored.

Goal Completions/Conversions in GA

Below is how you find your goal conversion rate in Google Analytics and what will be beneficial for you in retrospect of different kinds of projects.

Adding goals to your site or app will complete your target objectives. A goal can be defined as the completion of actions like conversion, click, etc.

Average Time on Page

‘Average Time on Page’ is a formula crafted to pinpoint the average time a user spends on a single page by visitors of a site.

Average Time on Page

Calculating the average time on the page is really easy, all it takes is to calculate a user’s time on a page to register their session.

If a person leaves a website without entering another web page then the average time on page.

Bounce Rate

A metric that can track a single-page session of a website is known as bounce rate.

A bounce rate is an equation for tracking a single-page session on your site.

It’s when a visitor enters a webpage of your site and then exits without any engagement or any other requests to the Analytics.

Bounce rate is a one web page session divided by all sessions

Bounce Rate

Pages Per Session

This standard is used to gauge how engaging your website is to your users.

Pages Per Session

The pages per session can be easily noted in the Acquisition Overview Report in Google Analytics on the left sidebar.

Return vs New Visitors

New and returning visitors aren’t that different. New users have never visited the website before and the returning users have.

Return vs new visitors

The above string is an example of how a single client id helps analytics in matching and labeling sessions traced on the same device as a session by returning users.

Cost Per Conversion

CPC or cost per conversion is a term used in web analytics and online promotion to refer to the total cost deducted for ads in an intersection to the succession attaining the goal of that advertisement.

Cost per conversion

Form Abandonment Rate

Form abandonment rate occurs in most of the sites, no matter what niche industry it’s from. It refers to when a user starts adding info to the HTML form and leaves the page without submitting the data. As a definition, this works nicely.

The top reasons for form abandonment are:

  1. Security threat
  2. Lengthy form
  3. Ads or upselling offers; and
  4. Questions that are not mandatory

In order to track and work on all of the above, you need to install Google analytics on your website and add.

Below is an easy guide on “how to install Google Analytics”:

How to Setup Google Analytics On Your Landing Page?

In this section, we will learn to set up Google Analytics on our landing page. If you have used Google Analytics even once, you can carry out this easily.

In addition, if you have already created an account on Google Analytics, you can skip the first step.

Step 1. Create A Google Analytics Account

First, create a Google Analytics account. You can click Here to visit the Google Analytics website to create an account.

Click on the ‘Start For Free’ button to sign up for a new account on the Homepage. Else, if you already have an Analytics account, you can click on ‘Sign in to Analytics.’

landing page performance

Now, it will redirect you to a new page asking for some additional information. So, start adding the necessary information to continue ahead.

It will ask you to fill in your website name, URL, industry, and timezone. In the URL section, enter your website URL or landing page.

For example, if you have hosted your landing page on your website, then enter your website URL (Google.com) to track all your pages created on your website.

If you have used any third-party service to host the landing page like ConvertKit, etc., enter the exact landing page URL.

Once you are done, click on Finish.

Step 2. Get Google Analytics Tracking ID Or Code

The tracking ID will help us connect our Google Analytics with our website or landing page. It will let us track our visitors and a few others things in real-time. Your tracking code will include UA in the beginning.

If you are using a third-party landing page creator like ConvertKit, you will need the tracking code. On the other side, if you have used WordPress to host your landing page, you need to get the HTML code.

We will look at both individually.

For Third Party Landing Page Creators:

To get the Tracking ID, click on the Admin menu, and look for the Tracking Info section. After that, click on Tracking Code under the Tracking Info menu.

landing page analytics

After clicking on Tracking Code, you will see the Tracking Code in front of your screen. Copy the ID and find the Google Analytics option in your landing page creator dashboard. After that, paste the code there.

Landing Page Analysis

For WordPress Users:

To connect your WordPress website with Google Analytics, copy the HTML code and paste it to your WordPress theme’s header section.

landing page performance

Step 3. Set Up Goals In Google Analytics

We can’t determine the success of a landing page without setting up goals. We have to set some achievable goals so that we can compare the actual performance with the estimated performance. And, Google Analytics lets us do that easily.

Head over to your Google Analytics dashboard and look for the Admin menu. In the Admin menu, click on the Goals option.

landing page analytics

After clicking on Goal, you will see a new screen with a red button labeled ‘New Goal’. You will also find some premade goals, you can use them instead of creating new goals if you want.

Landing Page Analysis

Now enter the Goal Name in the given blank. You can name it as My First Landing Page or anything of your choice. After that, select the Goal Type to Destination. Then, click on the Continue button.

landing page analytics

Now, select the Destination to Regular Expression and add the destination URL, where you want to send and track your user’s action. You can see the same in the below image.

landing page performance

After doing this, click on the Save button to save your goal.

Now, you are done creating the goal. Analytics will notify you when you achieve the goal. Also, you can edit and toggle off your goals from the Goals dashboard itself.

You can create multiple goals according to your needs.

Step 4. Test the Landing Page

Now, we have figured out how to connect the website with Google Analytics with the help of Tracking ID and HTML Code.

Now, it’s time to check whether everything is working properly. To check this, head over to your Google Analytics and look for the Real-time Users section. Also, in the other window, enter your landing page or website URL.

Landing Page Analysis

If you can see an active visitor on your website. It means you have successfully connected your website with Google Analytics.

This is how you can set up Google Analytics. Read the next section to know the metrics you should check in your Google Analytics.

Metrics To Check In Your Google Analytics

With Google Analytics, you can check metrics like bounce rate, top pages, pages views, impressions, and many more. You can gather more information about your prospective customers and modify the pages according to them.

  • Sessions: Session means the action taken by a user at a specific time.
  • New Users: It refers to the number of visitors who have visited your website for the first time in a certain period.
  • Bounce Rate: Bounce rate means the number of people who have visited your website and exited the website quickly.
  • Average Session Duration: The total amount of time users spend on your website or landing page.

If you’re a digital marketer then you know the drill.

  • Craft and go live with an enticing offer.
  • Create a campaign around the offer to spread the word out.
  • Inspect the info as it is gathered and make changes to refine performance.

So how can you recite these metrics and make them as beneficial for user engagement as a whole? By figuring essential questions like given below:

  • Which pages have the most pageviews on my site?
  • What’s the average duration that users spend on the website?
  • How are our landing pages converting?
  • What’s the bounce rate of the website?

You can practice and learn more about your website with the help of Google Analytics dashboards and custom reports.

You could certainly do this by digging through a variety of Google Analytics reports and dashboards, but wouldn’t it be nice to consolidate that information in one dashboard?

So now you can easily create filters or reports and start using analytics and best of all, it’s free!

If you’re a marketer then you already know the drill i.e. spending hours in order to create the perfect landing page with the goal of connecting with your digital visitors. How do you know if what you have reaped what you saw? When it comes to the ROI of landing pages, it is easier to tell now with lots of views and clicks. But, now you have deeper to look at for refining landing page success.

Now we’ll cover how to measure the success of a landing page to increase conversion, CPC and We’ll talk about how to measure the success of a landing page to generate leads, increase conversion rates, and create clickable content.

Best Tools to Analyze Landing Pages

Keeping track of each metric has now become more accessible. There are plenty of tools that help us do that. We have explored the three best landing page analysis tools. In this section, we will be introducing them to you. Here are the three tools to analyze landing pages.


SemRush is a third-party SEO tool that enables you to keep track of your website performance. It offers an intuitive dashboard that lets you check your rankings, keywords, backlink opportunities, monthly traffic, and more. With SemRush, you can spy on your competitors’ ranking keywords and outrank them by working on the weaknesses. It also assists you in finding the keyword and blog post ideas for your websites.

You can simply do keyword research for link building, PPC, and display ads.

SemRush offers a separate section to check your website performance, including monthly traffic, backlinks, ranking keywords, etc. It also lets you manually put the landing page or URL to identify your ranking keywords. You can use this tool to improve your SEO and page experience.

Overall, SEMrush allows 10 requests per day for users for free. For full access and a pro account, SEMrush charges $69.95 per month.

landing page analytics

SemRush Interface

Check SemRush

Google Search Console

Google Search Console is again a free tool developed by Google. Search Console lets you see your landing page performance like page speed, crawling issues, indexability, and more. In addition, you can see your landing page rankings on Google. You can use Google Search Console to check the traffic, impressions, and clicks you get each day.

With the aid of analytic reports, you can keep an eye on all the technical errors and data such as schemas, site indexes, errors, mobile-friendliness, and more.

Landing Page Analysis

Google Search Console Interface

Check Google Search Console

Google Analytics

Google Analytics is the perfect tool to check your landing page performance. Google has developed this tool to monitor the performance of your websites and pages. With the help of this tool, you can quickly look at each metric in a few clicks. It tracks everything for you and makes it accessible to you with the help of an easy-to-use dashboard.

Google Analytics digs deeper into your sources and path from where the traffic is coming for keywords, popular pages, and real-time data. Over the course of time, it will help you set and track the progress of SEO and its goals.

landing page performance

Google Analytics Interface

Check Google Analytics

Other Marketing Tools to Help Tracking Landing Page KPIs


Hotjar is a web analytics and feedback tool that helps website owners to understand how visitors interact with their website. It records visitors’ clicks, mouse movements, scrolling behavior, and keystrokes.

The following are the features of Hotjar:

  • Heatmaps: they show where people click on the page and how far they scroll.
  • Conversion funnels: they help businesses understand how visitors move through their site in order to make a purchase or complete an action.
  • Forms analysis: it tells you what fields are required and which ones are optional. It also shows you whether people have successfully submitted the form or not.


Your marketing team needs Leadpages for landing pages, email campaigns, and sales funnels. Leadpages is a website builder for marketers. It helps them to create lead capture pages for their target audience.

Turn more visitors into customers with Leadpages’ easy-to-use landing pages. Instantly convert visitors into leads by capturing their contact information through a form on your website. By adding Leadboxes or Leadwidgets to your website, you’ll see email subscribers and sales increase immediately!

Leadpages provides a variety of templates which can be customized according to the needs of the business. It also provides features like A/B testing, integration with other tools, and responsive design.

Leadpages is the ultimate all-in-one platform for building compelling landing pages, automating marketing campaigns, and selling online. It’s the best choice for marketers of all levels of experience and budgets.

Try Leadpages today!  We’ll even throw in a 14-day free trial.


SimilarWeb is a free tool that scans and provides info such as country, category rank, and data about the website and its audience.


This is all about landing page analysis. In this article, we learned the benefits of landing page analysis and tools to analyze landing pages. Besides, we also looked at the metrics we should consider while monitoring the landing page. We hope you understood everything correctly.

About Author

Lito James is the founder of Massivepeak.com. He is an entrepreneur and marketing specialist who helps businesses to get more leads, subscribers and customers. Massive Peak has been featured on Thriveglobal, Cloudways, sujanpatel, surveysparrow, renderforest and many more. Follow on LinkedIn

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