To establish a successful Google Ads campaign, it is crucial to create a high converting Google Ads landing page to optimize conversion rates . With a high converting Google Ads landing page, you need to know how to measure the success of your landing page by analyzing these 8 critical landing page metrics.
Landing Page Metrics: Quick Definition
A landing page is where your target customers will land after clicking on your Google ads, so having a high-converting Google ads landing page is essential. It is crucial that the landing page delivers what the ad promises and what the user expects.
The main goal of a landing page is to have its site visitors converted to sales or leads. When conversions of site visitors to the sales increase, the company would gain more influx of income.
This is where landing page metrics come in. Essentially, these are data that help a company assess if its page is performing its desired action by increasing landing page conversions parallel to its objectives.
Why Measure the Success of Landing Pages
The number of landing pages on the internet is overwhelmingly high, and each of these competes for who would get the best leads.
A company needs to measure its landing page success to ensure that they understand what they need to work on, and what aspects of the landing page they need to maintain.
For example, the clicks and impression of your landing page are not directly related to a high conversion rate. Utilizing landing page metrics in Google Analytics 4 can help a website know how to make a site visitor stay on the page. This will further increase the chance of turning it into a sales conversion from the landing page.
8 Critical Landing Page Metrics to Remember
Using landing page performance metrics, companies can measure how close they are to achieving their marketing goals. Here are 8 landing page metrics to keep in mind:
Metric 1. Landing Page Views
Landing page views are the first metric to investigate as this is the most tracked parameter.
Tracking the number of views reveal how many have visited the site at a given time, and the trends on how it changes in a given period.
By assessing landing page views, a company can see where most of the viewers come from, and on what occasion more views are recorded. These data may be used to encourage an increase in landing page traffic by taking advantage of bursts of increased views or by having better advertising techniques.
The views are systematically arranged in graphs. To go here, click on the Behavior link in Google Analytics 4. Here, go to Site Content and All Pages.
Metric 2. Average Time Spent on the Page
Visitors to a landing page vary in the amount of time they spent looking around the site. This is an important metric because it will help you to understand the average amount of time the visitor is spending on the page.
The average time spent on the page does not directly mean page success. Ideally, it tells which part of a landing page a visitor spent the longest on.
This key landing page metric can be seen on Google Analytics 4 by going to Behavior, Site Content, and then to All Pages and clicking the URL of the landing page. Here, a comprehensive report of the average time on page is seen.
Metric 3. Source of the Session
Aside from knowing how many viewers visit a page and how long they stay, another metric to consider is the source of the session. This metric identifies where the traffic sources are.
Some sources of site visitors can be blogs, ads, affiliate markets, or social media. By knowing where visitors come from the most, a page can modify its promotional strategies to adapt to the highest pull of site visitors.
In Google Analytics 4, the source of the session is seen by navigating from Behavior, to Site Content, and then to All Pages. Click on the URL and add the source’s “second dimension.”
Metric 4. Bounce Rate
The bounce rate refers to the percentage of people leaving the landing page after seeing its first page. Having a high bounce rate is undesirable, and a company must identify why most visitors do not stay on the page.
The bounce rate can be seen in Google Analytics in the same way, by going to Behavior, Site Content, All Pages, and clicking on the URL of the page.
Metric 5. Form Abandonment
A high-converting landing page uses contact forms to increase converting the visitor to leads. Form abandonment refers to when visitors fail to finish the contact form before leaving the landing page.
They may be faced with a long form to fill up or sensitive data are asked so it prevents them from completing it. It is best to keep the form short and only require the essential information.
Metric 6. Conversion Rate
Conversion rate is an important metric that tells a page how many viewers are enticed to buy, subscribe, or further navigate the link. This metric allows a page to know what the viewers desire or avoid.
The formula for the conversion rate is the number of conversions divided by the total number of visitors, multiplied by 100.
The landing page conversion rate average is around 2.35%. However, this differs depending on the company’s niche and target market.
Metric 7. Return vs. New Visitors
Return visitors refer to viewers who went back multiple times to view the landing page. On the other hand, new visitors refer to those who had their first time exploring the company’s landing page.
It is also important to note how many visitors keep going back to the site, as compared to new visitors. A company can identify means to make its page more attractive to encourage long-term site visitors.
Metric 8. Cost per Conversion
Budgeting plays a huge role when deciding how to make a high-converting landing page. Cost per conversion is a metric that aids in efficient spending of the budget. Here, the goal is to spend only on the most necessary aspects of the landing page.
The cost per conversion is calculated by dividing the total cost of the page’s ads by the total conversions.
For example, a 100-dollar ad leading to 10 visitor conversions means that each conversion only costs one dollar.
After launching a landing page, you should actively measure the landing page metrics and optimize and do A/B testing of your landing page. This will bring you success in your advertising campaigns.
How We Can Help on Google Ads?
At Premia TNC, we specialize in Google Ads, we can help to improve the performance of your landing pages and optimize further your Google Ads campaigns to maximize your business goals. While optimizing your landing page, these are 8 critical landing page metrics to measure your landing page success.
