Identifying and fixing your weaker landing pages is a key aspect in getting profitability from your advertisements. No matter how much spending is put toward advertising and back links to your landing page, without an effective and relevant landing page profits won’t increase. Landing pages can be used as part of a great link building strategy but it is important to know whether what you’re doing is achieving results or not. Google Analytics can help to spot where your landing page is going wrong within metric categories of bounce rate, navigation summary and conversion rates.
Aside from the metrics, one important factor in your landing page success is filtering. Similar landing pages are usually synonymous with high bounce rates. Using product, date, regular expression, regex, and deep url link expression filters you can make your landing pages unique while reducing bounce rate.
By using the site content comparison view of bounce rate from Google Analytics you are able to get a listing of your individual page’s bounce rates. If you find pages with high traffic, it’s a good basis for opportunity. Look for themes and similarities of good pages and try to apply them throughout the website. When looking at bounce rate it is important to also look at the type of page. Informational pages having a high bounce rate isn’t a bad thing necessarily because a user could gather all the information they need from it and move on satisfied. On the other hand a landing page with a call to action to “buy now” clearly wants a low bounce rate because they are inciting a user to purchase a product, not just inform.
Navigation is important when understanding your user too. With a navigation summary you’ll be able to see where users are ending up, whether it be a buying landing page or a contact us page.
Even with low bounce rates and users being able to navigate where they want, a product will be worthless unless it gets a conversion rate. By tracking your conversion rate through Google Analytics you’ll be able to see which product pages aren’t converting. If your product page isn’t converting you should take some action on it, such as finding a successful theme and filtering.
Five Possible Problems
Now that you’ve been able to find out where you’re not performing how do you change it? There are five simple things that might be holding up your success.
- Irrelevant traffic sources to business. If you’re getting a lot of traffic for products that you don’t sell there isn’t much you can do, unless you paid for PPC in which case you should discontinue it.
- Irrelevant traffic sources to landing page .In this case you can direct traffic to different more relevant landing pages to direct users. Make sure that you have an existing landing page for the traffic source, and make sure the page is optimized for different search terms.
- Technical problems. One of the easier, but very important aspects to make sure users are able to access and use your landing page.Make sure you have compatibility with browsers, good connection with mobile users, have proper java and flash support, and look to see if your page is loading slow in certain regions. Adobe’s Browserlab can help pinpoint and fix a variety of these problems. Tools such as Guerilla Usability Testing, The Five Second Test, The Click Test, Usability Hub and Feedback army help to test the usability of your landing pages.
- Landing Page Format. KISSmetrics Anatomy of A Perfect Landing Page shows an optimized landing page model that should be similarly followed in all your landing pages.
- Know your Customer. Even if all other elements of your metrics are succeeding, if you don’t know your user and what he/she wants you won’t see results. You need to know elements such as if the user is worried about price, convenience, quality, and a list of other things. Surveys are a great way to uncover these answers through email marketing.
Finally, after analyzing and identifying whats going wrong your right with your pages it is time to take action. Using the services of an internet marketing SEO company can be useful to streamline this process and avoid crucial errors. Make any corrections that are apparent through your analysis with Google Analytics.
After you make those corrections get those pages up and running to be tested out to see if your changes are making a difference. Once you find something that works analysis it and continue to use its beneficial factors. After all that you should be running with some optimized landing pages ready to sell your greatest product to the public.
Read more about the 10 Best Practices for Landing Page Optimizations.