Every landing page is created to welcome visitors after they click. The visitor is the single most important focal point for your landing page strategy. The key to high conversion rates is to create a meaningful landing experience for your visitor through tracking the right metrics, using visitor segmentation and designing for human interaction.
Who Are Your Landing Page Visitors And What Do You Know About Them?
Simply put, a “visitor” is an individual who arrives at one of your Web pages. Wikipedia defines a unique visitor as “… a statistic describing a unit of traffic to a website, counting each visitor only once in the time frame of the report.” There is a variety of data we can collect, measure and analyze about visitors using any of the commonly available Web analytics tools. In fact, it’s easy to get lost in the details of visitor data and lose sight of the meaning behind it. When it comes to landing pages, it’s helpful to keep track of just a handful of the most important metrics:
- Bounce rate
- Unique visitors
- Goal completion rate (conversion rate)
- User agent
- Traffic source
Rather than getting lost in reams of visitor data, measuring the following metrics.
Six Metrics That Will Help Ensure Landing Page Success
1. Bounce rate
The single most important metric to monitor is your bounce rate. Bounce rate is a measurement of the number of visitors who land on your page and leave without taking an action. If 100 visitors arrive on your page and 70 leave immediately before doing anything at all, you have a bounce rate of 70% You can see why bounce rate becomes your most important statistic. If visitors are landing and leaving you have no chance of getting them to convert. A healthy bounce rate is critical to your conversion rate success.
2. Unique visitors
There are just two reasons to measure your unique visitors to any given landing page. From a purely mathematical perspective, you need the number of unique visitors in order to measure your conversion rate (see below).
Secondly, you’ll want to keep track of unique visitors in order to tell how much traffic you are driving from each unique traffic source. This will allow you to sort and categorize your traffic sources by volume of traffic, conversion rates and more in order to ascertain which are your most valuable traffic sources within your online marketing.
3. Conversion rate
Any landing page must have a primary objective, or “goal” — to get the visitor to do something. Typically for a landing page, the primary goal is to get visitors to make a purchase or complete a form. That goal, whatever it may be for any particular landing page, is called the conversion. Your conversion rate is measured by dividing the number of completed goals by the number of unique visitors. For instance, if you receive 100 unique visitors and 10 of them complete the goal, then your conversion rate is 10 percent.
10 goals / 100 visitors = .10 completion rate (or 10%)
Conversion rate measurement, and improvement, is at the heart of landing page optimization.
4. User agent string
With the rise of mobile computing, user agent string is quickly becoming a key metric to track on landing pages. The user agent string indicates the visitor’s operating system. Visitors arrive at your pages from a variety of sources, using any number of devices. In order to increase your conversion rates, it may be necessary to serve up device-optimized landing pages — for instance, versions of your pages that are created just for smartphone users. Before jumping head first into the time and expense of creating device-optimize landing pages, you can track user agent string metrics and monitor how this evolves over time. If you find that visitors arriving with certain user agent strings are not converting as well as other user agent segments, you can dip your toe in the water with a test to see if a device-optimized landing page helps lift conversion rates. Our customer, Deluxe, did this and saw a 153% increase in conversions!
Like user agent string, it’s likely that some portion of your traffic is regional or global. Depending on your market, you may want to create country, language or even region-specific landing pages in order to lift conversion rates through relevancy.
6. Traffic source
Traffic sources are where your visitors come from before they land on your page. Traffic sources might be paid search, social websites, email, organic search and other referring sites. As you begin to optimize your landing pages for conversion rate, the traffic source will be an important starting point. Most landing page best practices begin with a tight connection between where the visitor is arriving from and what they see when they land on your page. It’s important to know your highest volume traffic sources, highest converting traffic sources and more in order to optimize your entire online marketing chain from pre-click (your links and ads) to post-click (your landing pages).
Visitors Are More Than a Collection Of Data Points
Bounce rate, unique visitors, conversion rates, user agent string, region, traffic source — all are important metrics to track and analyze as you embark on improving your landing page performance. However, if you place too much of an emphasis on these metrics, you may lose sight of what’s really important.
When it comes to Web analysis, we all tend to talk about our “visitors” in the abstract. It’s easy to start talking about visitors as though they are simply another set of Web stats. How many unique visitors did we get this month? How many repeat visitors? What was the time spent? What was the bounce rate? What browser versions do the visitors use? What countries do they come from? What was the conversion rate?
Visitors become a set of data points, lumped in together with the rest of our Web stats. A number we report on along with entry and exit pages, number of page views and a plethora of other bits we use to keep our finger on the pulse of our site health.
That may work well when looking at the overall performance of a website — as to have a holistic view of your website, you have to look at your visitor data. But when it comes to individual landing pages, we have to break out of the habit of classifying visitors as just a collection of data.
There is one thing all your landing page visitors have in common: No matter where they come from, how long they stay or what browser they are using, you can be sure that…(drum roll)…your visitors are human.
It’s a human view of landing page visitors that lead to conversion success.