When it comes to landing page optimization analyzing the data is mandatory for doing so accurately. I always stress the importance of systems along with marketing, because if you don’t have the right systems in place beforehand it will make analyzing data more difficult than it needs to be. Here are the most important systems to have in place for landing page optimization that will boost your conversions:
- Set up Google Analytics/FB Pixel with an appropriate Goal for the landing page and verify it’s tracking properly
- Get accurate user testing data by using Microsoft Clarity
- Create custom tracking URLS for analyzing campaign performance
- A/B test your page landing page with Google Optimize
- Connect your CRM to your website
Using Goals To Get The Most Out Of A Landing Page Optimization
The most important thing I need you to do is to verify your Google Analytics and FB pixel are installed correctly on your website. I have seen these tracking tools installed the wrong way which will skew your data dramatically. If your data is corrupt it ruins the opportunity to make useful landing optimization with it.
How To Verify Your Tracking Tools Are Installed Correctly
- Use a browser extension like FB Pixel Helper or Tag Assistant to make sure only one tracking tag is installed and there are no errors with it
- Ensure goals are set up for all possible outcomes that you want users to perform on your site (clicks, views, session duration, etc)
- Verify the actions you take on your site are being recorded correctly in the system
- Repeat these steps on a quarterly, or semi-annual basis
Analyzing Data For Landing Page Optimization
If everything is set up correctly, then you should be good to go and start making your landing page optimization based on the data. What you’re looking for are KPI’s (key performance indicators) to tell you how things are doing. For example, here are the things I generally look at when making a landing page optimization:
- Bounce Rate – The lower the number the better
- The bounce rate is useful for identifying if the page you are sending traffic to is relevant to the users. A high bounce rate (90% or more) is usually a sign that the information you are providing isn’t useful to the audience. A low bounce rate (Under 70%) is a good sign that this the information users are looking for.
- Average Session Duration & Pages per Session – Looking for a goldilocks zone
- Similar to bounce rate, you’re looking at these metrics to verify that the user experience is ideal for your visitors. It’s hard to say what’s a good number to look for but typically I look for 2 minutes avg. session duration, with 2.5 pages/per session. If the number is much higher like 5+ minutes, or 4 pages/session that could be an indicator that information isn’t readily available and users have to search for it. Landing page optimizations could be made to bring that information sooner in their session.
- All Goal Completion Rate – The higher the number the better
- Instead of just one goal (contact page visits), I typically use several because not everyone takes the same path on your site. Some users might click your phone number, others might visit your social media. There might be the primary objective of a lead but I’m happy with getting a social media follower if they’re not ready to make a purchase.
- Device/Browser Info – What devices and browsers are the visitors using on your site
- This is something I’m always checking when making landing page optimizations. It makes no sense to optimize for mobile if 80% of your traffic is on desktop. Additionally, not all browsers and devices are the same. You might not realize there’s an issue on your site until you see that safari ios users have a higher bounce rate compared to all other devices.
- Demographics – Verifying my visitors are aligned with my target audience
- I generally have a good idea of what my target demographic is before I make any marketing campaign. However, I always like to verify these assumptions with the data. Landing page optimizations are a lot easier when you know who you’re optimizing for.
Landing Page Optimization – User Testing with Microsoft Clarity
I showed a buddy of mine Microsoft Clarity when we were talking about how we go about landing page optimization and his response was, “Oh my, this feels dirty!” It’s next-level tracking where you record the session of anyone who visits your website. You can then watch the video and see how they scroll and interact with the landing page you’ve set up.
User testing is extremely important when you’re focused on landing page optimization because not everyone interacts with a website with how you want them to. These recordings will give you the most accurate data of what someone does when they’re on your site. Instead of analyzing numbers, you’re analyzing their behavior second by second.
Since I’ve started using Microsoft Clarity, my landing page optimization skills have improved exponentially. Combining the session videos with other data from Google Analytics makes these optimizations so much more effective.
Custom URL Tracking
There are so many applications for a landing page beyond a product or service. However, it gets challenging to direct traffic to these landing pages when using traditional advertising methods like newspapers, flyers, radio, etc. You can’t just say visit, dos-m.com/tattoo; they simply won’t do it. They’ll forget the /page part and just visit your home page. This creates a friction point because then they have to find your landing page. If there’s no link to it on the home page then they are shit out of luck.
A solution to this dilemma is to purchase a separate URL that is set up with a redirect to your landing page. For example, instead of saying visit dos-m.com/tattoo, I could say visit tattoowebsites.com and have that redirect them to that page. This makes it easier to remember for them, and you can benefit from it as well.
By taking this idea one step further, you can use a campaign URL builder to create a custom campaign to make analyzing your data so much more effective further down the line. Additionally, this way you can track what advertising methods are working best for you.
It’s very similar to how in the past, companies would have a separate phone line to see how well a new ad was working. They could trace how many calls were coming to that new line to know if they were getting a good return on investment or now. This is the same concept. You can have multiple marketing campaigns all have the same landing page destination but still know where everyone came from originally.
A/B Landing Page Optimization With Google Optimize
Google Optimize is my go-to when I’m making A/B tests. This is because their platform is specifically designed for it. In the past, I would have to create two separate landing pages and figure out a way to split the traffic equally. Nowadays, it’s all part of Google Optimize so it’s less work to manage on my end.
Connect Your CRM To Your Website
Not all CRM’s are the same so this might not be possible for you. However, if you’re using Hubspot, then you’re in luck! I have my HubSpot account connected to my website for the purpose of landing page optimization. It’s one thing to track goal completions with Google Analytics but it helps to know why certain leads became clients.
Connecting my CRM to my website makes it easier for me to identify how a customer interacts with my site. This allows me to map out the customer journey to know what’s working or not. If I start to see a trend that certain users became customers after seeing a certain page, then I’ll prioritize that pathway when I go to make a landing page optimization.
Need Help Setting Up Systems For Your Landing Page Optimization?
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Feel free to check out the other blogs in this landing page series.