How to Identify and Analyze Your Most Successful Landing Pages

Author's avatar Data Snacks Apr 11, 2022 8 minutes read

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    Peter Caputa

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    Today we’re talking landing pages—whether you’re investing time and resources into content and SEO or rely heavily on paid search and paid social, all that website traffic won’t mean much if the landing pages you’re driving traffic to aren’t converting well.

    That’s because landing pages should be designed to encourage your visitor to take action. Once the visitor takes the action they are called to do, whether it’s a purchase or someone signing up to be on your email list, we call that conversion. And if your landing pages aren’t converting, then you aren’t moving prospects through your funnel, which means fewer sales and less revenue.

    HubSpot landing pages

    You can see now why it’s so important to track and analyze the performance of your landing pages. Today we’re going to be building a dashboard together that will show you how to discover- 

    • How well your landing pages are converting overall
    • Your most successful landing pages, split up by your end-goal, which will help you figure out what’s working
    • And how to create a visual pipeline view of how your landing pages are performing at each stage of the customer journey, from site visitor to buyer, so that you can identify where the holes in your proverbial bucket are

    Below, you can view the full episode or keep reading for a fully transcribed version of the episode, complete with relevant screenshots.

    Let’s get started.

    Time to Dig into Landing Page Data

    Alright, I am inside the Databox app, and I want to use HubSpot Marketing as my data source. If you use a different marketing tool, don’t worry, you’ll still be able to follow along. The first thing I’m going to do is navigate to the Databox Designer. Adding metrics is super easy. Start by choosing the data source from the Metrics Library here on the left, then drag-and-drop some of the available pre-built metrics.

    The main landing page metrics I want to be able to visualize today are going to be Landing Page Conversions, Landing Page Views, Landing Page Customers, and Landing Page Submissions. These are going to serve as our basic metrics for the thorough landing page analysis we are going to end up with. 

    With Databox, you can choose how you want to visualize your metrics, and like I mentioned at the start, I want to be able to actually see how my landing pages are performing through the customer journey, aka the path a customer would take when they go from a total stranger to a customer, so that I can start developing high-level strategies to address any issues that we find. In a little bit, I’ll go into the different forms these strategies can take. But let’s start building first.

    So we go to visualization types right here and choose – Pipeline – then we add each metric we want to see. These will go in order of the steps a customer would take through a funnel, according to how Hubspot categorizes them. So we’ve got… 

    Landing Page Views

    This is the total number of views across all of my landing pages for the specified date range. This will naturally be the biggest number.

    Landing Page Submissions

    Which means, of those views, how many form submissions you received. This could be any Hubspot Marketing form you’ve got on your website, and it could also include multiple forms submitted by the same person.

    Landing Page Contacts

    Which counts the total amount of Hubspot Marketing Contacts that were created from those submissions. This number could be equal to or smaller than the number of Landing Page Submissions, since one Contact could potentially fill out and submit multiple forms.

    And Landing Page Customers 

    Meaning, of those that viewed a landing page, submitted one or multiple forms, and became a contact, who became a customer… in other words, who bought something from you.

    A little later on, we’ll discuss why the pipeline visualization works best for obtaining insights. But for now, let’s keep building the dashboard. So after that, I want to add an additional visualization for the average landing page conversion rate across all of my pages, just so I could have the number in front of me each time I glance at the board. 

    So I’ll to my Metrics Library, choose Landing Page Conversion, and drop that in.

    I’ll also add a trend line visualization of that same metric. This will help me see any peaks or valleys that occurred during a specific time period. That way I can investigate further if something looks a little off.

    And finally, I will add comparison charts for Landing page Views, Landing Page Submissions, and Customers. Now I can easily see which pages are the top performers in each category.

    Okay, we’ve got it built… now it’s time to look closer at the metrics and see what they are telling us –

     Let’s start with Landing Page Conversion

    So as we’re looking at this number, I know the first thing you’ll probably want to know is—what’s a good landing page conversion rate? The average landing page conversion rate can land somewhere between 2 and 6%, depending on your industry. And while the average across all industries is just 4.2%, beyond that, it can vary somewhat dramatically depending on the goal of the landing page itself… It’s important that you determine what a good conversion rate is based on where you’re at now, and your overall business goals—not a random industry benchmark. 

    The second visualization here is meant to just draw your eyes to the current conversion rate for the set time period each time you glance at the dashboard. Like I mentioned before, if you see a bump or a dip along the trendline, now you have a date range that you can investigate a little more thoroughly.

    Landing Page Views and Landing Page Customers

    The first metric shows us how many times each landing page has been viewed and which ones have gotten the most views. This is an important insight that can help you manage the performance of the campaigns that are driving traffic to this page. The second metric provides us with the number of landing page customers per landing page during the specified date range. Of course, we want these numbers to be closer together as we convert visitors who view the page to customers – And that is why we have created the comparison visualization so that we can see how close or apart these two metrics are for a specific date range. 

    Now we move on to Landing Page Submissions

    With this data, we can see which CTA works the best on your landing page and which type of content gets the most leads, or form submissions. This can help you format more effective landing pages across the board.

    Finally the Landing Page Pipeline

    The pipeline visualization is a great way to see the journey from a view all the way to the customer.

    You can easily determine at which point in the journey you lose the most prospects so that you can take proper steps to improve retention and see your visitors get all the way to customers.

    How to Improve Your Landing Page Conversion Rates

    So, after all of this analysis, you might be wondering what you can do to improve your landing page conversion rates. CRO (or Conversion Rate Optimization) strategy is an entire marketing discipline, and there’s a ton of great information out there, but here’s a few places you can start:

    1. Use ONE Call to Action. Each landing page should ideally use ONE Call to Action throughout the page. You can add that call to action as many times as you’d like, and in as many formats as you’d like, such as a form field, a text link, a linked image, or a button, but it should always be the same call to action. This reduces confusion and increases the likelihood of getting that conversion.
    1. Add social proof! People want to know that you are someone they can trust. Testimonials, customer quotes, and real customer reviews are all great social proof that tells the person on your landing page that you are the real deal. 
    1. Try mixing up your media. Images and videos can help to increase the conversion rate by making your landing page more interesting and interactive. 

    And this is just the start. As you build on your strategy, keep coming back to this dashboard to check in on your progress and find what’s most effective for your customer.  

    Time to Start Tracking

    That’s it for today. 

    Conducting a thorough landing page analysis will help you get insights into the success of your approach. Knowing exactly which landing pages attract the most views and then result in the most form submissions and conversions can help create a more effective campaign, and one that will help you reach your end-goals.

    You’ll also be able to quickly identify landing pages that underperform so you can make the adjustments needed to improve conversion rates. 

    If you need help tracking and visualizing your Thorough Landing Page Analysis a member of our Success team can build this, and any supporting dashboards, for free to get you started. Schedule a free dashboard setup here.

    If you haven’t already, just create your free Databox account and reach out to our team either via chat or email.

    See you next time. 

    Author's avatar
    Article by
    Marija Hladni

    Senior Marketing Strategist at Databox

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