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Having great landing pages are essential for converting visitors into customers—and scaling your business.
But how can you be sure your landing pages are performing to their full potential?
The fastest way to dig into the health of your landing pages is by breaking down some key landing page metrics. Tracking the right metrics lets you double down on what’s working (and get rid of what isn’t).
Here’s how.
What are landing page metrics and KPIs?
Landing page metrics and KPIs help you understand whether your landing page resonates with your audience. Things like pageviews, conversion rate, bounce rate, engagement time, and referral sources are all handy metrics creators can use to improve their landing pages.
Tools to monitor metrics for landing pages
There are plenty of analytics tools on the market you can use to monitor your landing pages, but two we love are Google Analytics and Fathom. As a bonus, each one integrates seamlessly with Kit.
#1 Google Analytics
The most popular tool to measure landing page metrics is Google Analytics. The platform is free and lets you track useful landing page metrics like bounce rate, pageviews, conversion rate, and more.
Creators can choose between Google’s Universal Analytics (UA) and Google Analytics 4 (GA4). Google is sunsetting UA on July 1, 2023, after which it won’t be useable.
How to add the Google Analytics tracking code in Kit
In Kit’s landing page builder, click Settings.
Then select SEO & Analytics on the left hand side, and choose Google Analytics.
Follow the prompts to connect your account and you’re all set!
#2 Fathom
Fathom is a premium web analytics tool that starts at $14/month. It focuses on protecting visitor privacy and doesn’t collect information about the people who visit your landing pages.
How to add the Fathom tracking code in Kit
Copy your SideID from your Fathom account.
Then in Kit, open your landing page and click Settings.
Head into SEO & Analytics on the left.
Click on Fathom and paste your SiteID into the box and save.
5 key metrics to measure landing page success
#1 – Pageviews
The first thing to track on every landing page is the number of times people have viewed it. It’s the basis of all the other landing page metrics we’ll be measuring, so it’s important you know where to find this one.
How are pageviews calculated?
Pageviews are a simple landing page metric and calculated based on the number of times users visit your page.
What is the difference between pageviews and unique pageviews?
Unique pageviews are only counted once. If a user reloads or revisits a page during their visit, Google Analytics only counts those views as one view. On the other hand, pageviews are aggregated, meaning a user can reload and revisit a single page multiple times, and Google Analytics reports it as multiple pageviews.
Why you should track landing page pageviews
Pageviews help you understand how much traffic you’re generating to your landing pages and how much additional traffic is needed to scale your offers.
Where in Google Analytics can you find pageviews?
Pageviews are called views in GA4 and to find them, head to Reports > Engagement > Pages and screens.
In Universal Analytics go to Behavior > Site Content > All Pages and look for the column titled Pageviews.
#2 – Conversion rate
Your landing page conversion rate is the number of people who took a desired action on your landing page. That action could be signing up for your email list, downloading your lead magnets, signing up for your webinar, buying a digital product, or requesting a free trial.
How is conversion rate calculated?
You can calculate your conversion rate by taking the number of people who took a desired action and dividing it by the total number of people who visited your landing page (in other words, your unique pageviews).
What is a typical landing page conversion rate?
According to Unbounce, a typical landing page conversion rate is 4.02%.
Importance of monitoring conversion rate
Conversion rates tell you what changes are needed to help your business grow.
Make note of dips in your conversion rate and try to pinpoint why they happen. Is it seasonal? Are you driving more cold traffic to your landing page than usual? Understanding how your conversion rate is doing can help you diagnose bigger issues, so you don’t lose conversions.
Where in Google Analytics can you find your conversion rate?
By setting up conversions in GA4 or goals in Google Universal Analytics, you can track any conversion rate that’s meaningful to your business.
In GA4, head to Reports > Engagement > Conversions to find the list of conversions you set up.
In Universal Analytics, head to Conversions > Goals > Overview to find the goals you created.
#3 – Bounce rate
Your bounce rate measures how many visitors leave your site after viewing only one page.
A high bounce rate could signal that your landing page offer isn’t clear, your user experience is confusing, or your offer is misleading and doesn’t match the ad or email where users clicked on your landing page link.
How is bounce rate calculated?
Since a bounce is counted when someone doesn’t click to another page on your site, bounce rate is calculated by taking the number of single-page sessions and dividing it by the number of total sessions.
What’s a good bounce rate for a landing page?
According to research from DataBox, the average landing page bounce rate is 25% to 55%. This means that for every hundred people who visit a landing page, 45 to 75 of them click around to other pages.
Importance of monitoring bounce rate
A bounce rate that suddenly fluctuates can help you spot on-page issues hurting your overall conversion rate. For example, if your bounce rate increases sharply, perhaps your landing page is loading slowly or has errors that are turning away users.
Where in Google Analytics can you find bounce rate?
Bounce rate isn’t included in GA4’s standard reports, but you can add it in manually by following these instructions from Google.
If you’re still using Universal Analytics, you can find the bounce rate for each landing page by going to Behavior > Site Content > All Pages.
#4 – Average engagement time
Average engagement time (similar to average time on page in Universal Analytics) measures how long visitors spend on each page of your site.
How is average engagement time on a landing page calculated?
As Google explains, “when a user begins a new session, Google Analytics starts to record the amount of time in the session (in milliseconds). The amount of time is sent to Analytics when any of the following happens:
- The user moves the app screen to the background
- The user focuses away from your web page
- The user navigates away from the app screen or web page (e.g., the user closes the tab, window, or app; the user navigates to another screen or page)
- The site or app crashes”
What is the average time visitors should remain on a landing page?
According to research by Contentsquare, the average time users spend on a page is a mere 69 seconds. You can increase this by crafting great landing pages packed with persuasive copy that pulls readers in.
Importance of monitoring engagement time
For most pages on your site, like blog posts, you want to maximize how long visitors spend on the page. Landing pages are different. Visitors spending too much time on your landing page could mean your copy or layout is confusing, which could reduce your conversion rates.
On the flip side, visitors spending too little time on your landing page could mean your copy isn’t compelling enough to stick around.
So, how do you know which it is?
Look at this metric with your conversion rate. For landing pages with low conversion rates and long engagement times, consider revamping the copy and layout to be more user-friendly.
If you have low conversion rates and short engagement times, re-write your landing page copy, so it resonates better with your visitor.
Where in Google Analytics can you find the average engagement time?
In GA4, head to Reports > Engagement > Pages and screens to find the average engagement time broken down by each landing page.
For Universal Analytics, head to Behavior > Site Content > All Pages.
#5 – Session by traffic source
Last but not least, you should track where visitors come from when they arrive on your landing page.
What are the types of traffic sources visiting a landing page?
Visitors could be coming from your email campaigns (which you can track using UTM tags), social media posts, paid advertising, organic search, or referrals from other sites.
What’s the difference between cold vs. warm landing page traffic, and which one is better?
Cold traffic is people unfamiliar with your brand, whereas warm traffic is people who know, like, and trust you.
When you optimize your landing page for search engines, you’ll likely draw in plenty of cold traffic.
But since cold traffic converts lower than warm traffic, it’s better to direct cold traffic to your email list instead of trying to pitch them your paid offers. From there, warm them up by sending out useful content—like your weekly newsletter—and pitching paid offers after they get to know you.
Importance of monitoring traffic sources
Knowing where visitors come from helps you understand which marketing channels work best, so you know where to focus your time and energy.
Let’s say your landing page gets a ton of visitors from Facebook, but almost none of them sign up for your offer. Instead of posting more frequently on Facebook, you might choose to focus on channels that drive high conversions.
Where in Google Analytics can you find the traffic source?
In GA4, head to Reports > Acquisition > Traffic acquisition. Click the + sign and type landing page and select Landing page + query string.
Now you have a list of traffic sources broken down by landing page.
In Universal Analytics, head to Acquisition > All Traffic > Source/Medium and then add a secondary dimension by clicking Secondary dimension > Landing Page.
In both GA4 and UA, if you set up events/goals, you can scroll to the right of the reports to see a breakdown of conversions based on the referral source. Here’s how that looks in GA4:
Why it’s important to monitor your landing page KPIs
Even the simplest landing pages have different images, headings, copy, and forms—and optimizing each point is a chance to improve your conversion rate.
And what do you think would be easier for your business—increasing conversions by 50 percent or increasing your traffic by 50 percent?
I’ll bet my hat it’s the former.
Running a lean online business means making the most of every piece of work you do. Tracking your landing page conversion rates—and improving them over time—even by a small percentage can lead to considerable increases in revenue down the line. And that’s great news for time-strapped online business owners like yourself.
Not only that, tracking landing page metrics gives you a window into why your landing pages might be underperforming.
Reasons like:
- The copy doesn’t speak to your visitor
- Your opt-in form is too complicated, and your visitor is short on time
- Your CTA button is hard to spot
When you track your landing page metrics, you’ll be better equipped to solve issues like the above.
How to improve your landing page metrics
1. Start by asking specific business questions
The key to improving your landing page metrics is to start with a question. Some examples:
- Will changing my headline improve my engagement time?
- Will a bolder CTA button decrease my bounce rate?
- Are visitors from social media more or less likely to sign up for my offer?
- Are people coming from my Facebook ads converting?
Then, jot down what changes to make on your landing page based on the questions you have. For example, if you don’t think your CTA is convincing, revamp it, and test it against the original in the next step.
Note: Rather than completely redo your landing page all at once, make small incremental changes so you can attribute any KPI improvements back to each specific change.
2. Test your changes and measure results over time
Before making any permanent changes to your landing pages, test them first. Use your analytics tool to track the KPIs on your updated landing page and compare them to the original. If they improved, you’re ready to test more tweaks!
Build—and monitor—your landing pages with Kit
Monitoring what’s going on in your business isn’t just for big brands and established online businesses. Even if you’re only just starting to grow your audience, landing page metrics are useful for creating more effective landing pages and growing your list.
Sure, it takes a little work to set up, but with our Google Analytics integration, you’ll be tracking your landing page metrics like a pro in no time.
Ready to get started?
Build and optimize your next landing page with Kit. Try it for free!
