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Key Landing Page Variables to Track and Optimize

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Key Landing Page Variables to Track and Optimize

Many believe that a landing page is necessary for new visitor acquisition. It should be clear, concise and offer appealing information. In fact, you might want it to be a vortex. The objective is to have a customized and focused sales pitch that gets your visitors to take an action.

To illustrate, if you are an author selling books--you might create a business goal of getting visitors to "subscribe," "share" and fill out information and/or click-through to buy your books. This is a vortex-type of landing page that sucks in qualified visitors.

A landing page is also an efficient way of directly influencing research projects, future sales, product creation, advertising campaigns and customer service initiatives. By leading visitors to quickly fill out forms, you can utilize the data to learn more about audience demographics and social preferences. In addition, you can create anticipation for startups and new products with a "Coming Soon Page" or "Countdown" page.

With the wide variety of pre-built web pages available, you don't even need programming or design skills. Nonetheless, you probably want to measure how people utilize your landing page. How does it help? Here are key landing page variables to track and optimize.

Why should you even bother tracking?

Well, we live in an information age where the rapid influx of new data is the norm. From websites to mobile phones, email and social media--prospects are bombarded with information about companies, products and services. So, why would you even want to consider tracking your landing page, just to overwhelm you with even more information? The answer is quite simple: you don't know what you don't know.

Something to think about

Say your company is selling 4,000 units per month. You might be happy with these results. You believe that you're doing something right. What you don't realize is your competition has been waiting in the wings, watching your every move. All of a sudden, they loot your market share and you have no idea what just happened. How did they do that? Well, they were tracking and optimizing their landing page in order to improve their conversion rates. After they tweaked their page to maximize their conversion rate, they went after and targeted your prospects. How dare they! And, since they optimized their landing page, their vortex is much more powerful than yours.

Another way to look at your sales

Okay, so you are selling 4,000 units per month. That may be a good thing. Yet, your average sales conversion rate is only 1.5%. What? That means if you kick it up to even 2.5%, you could be selling a lot more products. Does that makes sense? If you don't know what your conversion rate is, you will never even know whether it needs improvement. You already know there are people buying your products. What about the other people you have yet to pull in through your vortex?

A/B Testing

What makes A/B testing so powerful is it is simple and efficient. All you have to do is create multiple landing pages and track which ones perform best. The goal, of course, is to increase conversions. Some items to test include:

• Different styles of copywriting 

• Eliminating barriers to purchase 

• Changing action words 

• Video vs. images 

• Improving CTR

You can A/B test for a wide variety of metrics, and it doesn't take long to get results.

Lead nurturing

Do you have any idea if your leads are converting customers? You might be generating leads, but what else? The questions you need to ask include:

1. Do your leads guide prospects towards a sale? This is a metric you need to track. If you find leads are not converting, then you need to create a clearly defined lead nurturing workflow that includes a series of emails--with content--that start form introductory, to useable, to information needed to make a buying decision.

2. Does your marketing team qualify leads? If you have a marketing department, are they qualifying leads before sending them to your sales department? The sales department often wastes 97 percent of their time working on leads that go nowhere. You want the leads to be qualified and nurtured first. You can do this by first developing lead qualification criteria to improve your conversion rates.

Don't just bring visitors to your landing page

Another metric you need to track is whether your call-to-action resonates with your offer and landing page. You will lose conversions if your CTA does not match your offer and landing page. Utilize A/B testing for varying CTAs. You also want to track whether your landing page is optimized with forms that request enough information without driving away potential leads.

You don't want to ask for too much personal information when your still at the top of the sales funnel. This might scare prospects away from filling out the entire form. You might also optimize your form by shortening it in order to increase conversions.

How much time are visitors spending on your page?

This is a key measure to track, but often, many people fail to measure it correctly. It is related to bounce rate. Of course, Google Analytics can record how much time is spent on a page when a visitor navigates to another page on the same website. What you need to know is how much time is spent on a page by a visitor who has visited only one page of your site.

To illustrate, a visitor may arrive on your landing page and stay 12 minutes. They complete a goal on the page, then leave. Google records that time as 0:00 because they did not navigate from another page on the same web site. So, your measurements are not accurate.

What should you do? Use Google's Event Tracking API. You can insert the “Track Event” JavaScript code to trigger every 10 seconds after loading a web page. This way, you get an accurate measurement of a visitor on your landing page rather than time on a site after they've gone elsewhere.

As a result, you have a better understanding of how much time prospects spend on your landing page. How will that help you decide on what types of improvements to test and implement?

When it comes to improving your landing page, you should never rest on your laurels. There is no way to understand what headline works best or whether your conversions are too low--unless you track them. If you want a positive impact on your financial status, start tracking and optimizing today.

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