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 growth of your landing page. It is crucial to figure out whether it provides good results; if not, what’s the issue. After all, not every time, your landing page will not work as expected.
That’s why landing page analysis is a must and should be conducted after a certain period. To assist you more with landing page analysis, we have created something for you.
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. Later in this guide, we will be introducing you to the landing page analysis, best tools, metrics to check, and many more.
Read ahead and learn more about landing page analysis.
Table of Contents
A landing page is a static web page marketers use to redirect their paid traffic or users to convert them into their customers. It is an integral part of a marketing campaign that helps in capturing more leads and sales.
A perfect landing page includes the information about the product or service, a CTA button, or a data collection form for future follow-ups. It helps marketers to understand visitors’ behavior towards their products or services. A landing page encourages potential visitors to buy a particular product or service by featuring their characteristics and benefits.
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 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. Connecting the dots with the landing page, 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.
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.
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?
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.
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.
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.
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 repromoting 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.
These are a few things you should keep in mind while analyzing landing pages. You will find significant differences.
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.
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.
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.
Google Analytics Interface
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.
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.
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.
Google Search Console Interface
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.
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.’
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Here are the metrics you should check in your Google Analytics to analyze your landing page.
- 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.
These are the metrics you should check while analyzing your landing page. There are a lot more metrics, yet these are the most important ones.
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.