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Landing Page: The Metric That Affects Every Other Metric

Landing page metrics are not a measurement but more of a collection of pages where users enter a website. A website is much like any other interaction with a customer in that the first impression is everything. Many other web metrics depend on the web page that the user first enters the site. Bounce rate can increase on a site if the landing page that a user enters doesn’t address the expectations of the user. The landing page can be the page that is used for advertising that a potential customer enters by clicking the ad. A landing page can also be somewhat outside of the control of the company from organic search traffic. Business goals should be defined before using the landing page as a metric to best identify whether the best pages are being presented to the customer. For many businesses, the conversion rate can be affected by users entering what can be perceived as the wrong landing page. If there are changes in the conversion rate and bounce rate can be attributed many times to problems on landing pages. Pages, where users enter a site, can be adjusted to encourage engagement and further navigation.

The Truckers Report is an example of where a landing page was evaluated and optimized to improve conversions. The page that was identified as a landing page was set to allow the niche group, truckers, the ability to sign up for job offers. The landing page was adjusted to meet the demographics of users as well as remove perceived obstacles to completing a conversion. By making the adjust conversions on the page were increased by 79% (Laja, 2017). The study of the Truckers Report site focused on one landing page it is important to consider the overall goals and objectives of the site that may include multiple landing pages.

Using the landing page metric, the pages that users enter a site can be identified to ensure calls to action are presented to drive engagement and conversions. Testing may help to ensure the best call to action is used. Through testing the DeWalt brand was able to determine that the simple difference in one word, changing “shop” to “buy”, can create engagement and click through from a user (Raso, 2016). Users can enter a site through various pages; using a consistent and uniform design can help make sure every page has the potential for click through. SmartWool found that by making their product pages uniform they were able to provide clickthrough and increase revenue per customer (Raso, 2016).

With the wide range of metrics to use and collect on a website, it is important that attention is paid to one that correlates with the goals of the site. Conversion, click-through, bounce rate, and others can be affected by poor landing pages. Identifying the landing pages that users enter the site on can pinpoint where other metrics are being affected. Optimization of these landing pages can improve the other metrics and the ROI of the website. It is important to understand these entry points and how shifts to other landing pages can affect the attainment of the website and business goals.

References

Laja, P. (2017, August 11). Case Study: How We Improved Landing Page Conversions by 79.3%. Retrieved from Conversion XL: https://conversionxl.com/blog/case-study-how-we-improved-landing-page-conversion/
Landing page: Definition. (n.d.). Retrieved from Google Ads Help: https://support.google.com/google-ads/answer/14086
Perko, K. (2018, April 18). Best Analytics Practices for Marketing Landing Pages. Retrieved from LunaMetrics: https://www.lunametrics.com/blog/2018/04/18/best-analytics-practices-marketing-landing-pages/
Raso, A. (2016, May 27). 11 Landing Page Optimization Case Studies to Read Now. Retrieved from Search Engine Journal: https://www.searchenginejournal.com/11-landing-page-optimization-case-studies-to-read-now/162515/

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