How to Know if Your Landing Page is Effective


We’ve been talking a lot lately about how to build an effective landing page: Clear headline, strong call-to-action, consistency with your ad copy, simple, concise writing.

But the question remains: How do you know if your landing page is effective? I’m sure the first answer that pops into your mind is conversion rate. If you’re making lots of sales, you probably don’t feel the need to test and measure your landing page’s effectiveness.

But if your page isn’t converting well (i.e. you’re not making lots of sales), you’re no doubt wanting to know where things are breaking down. This is where landing page metrics come in.

Here are 4 ways to measure the effectiveness of your landing page.

Conversion Rate

We’ll start with the most obvious and most used metric: conversion rate.  The calculation is simple:

Number of sales, leads, or goals achieved  / Number of visitors = Conversion Rate

The higher the conversion rate, the better. It’s great to get a ton of traffic, but if you’re not getting those visitors to take action, what’s the point?

Cost Per Sale

If you’re paying for your traffic, whether through Adwords, Facebook PPC, or other methods of advertising, you’ll want to make sure the cost is worth it to you.

How much are you spending on advertising? How much are you making in sales?

Total spent on advertising / Total Sales = Cost Per Sale

Time on Page

How much time are your visitors spending on your landing page? Are you getting lots of traffic, only to have them leave immediately?

If you’re getting traffic but people aren’t spending much time on the page, there’s a good chance your ad copy is not consistent with your landing page. Is it clear in your ad copy what you want people to do on your landing page? Is that expectation being met when people arrive at your landing page?

If it’s organic SEO that’s driving people to your landing page, are the keywords which they’re finding you through actually relevant to what you’re offering?

Bounce Rate

From Google:

“Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.”

This one is similar to Time on Page. The difference is that people may be spending a good amount of time on your page, but may be leaving without taking any action. (i.e. this is a single page visit: no clicking on links, no entering email, no purchase, no visiting another page on your site).

I’m curious if you have any other metrics you use to measure the effectiveness of your landing page? Do you use all of the above to test your landing pages?

4d566de7d71dfa46508cfc2cccc28f3c How to Know if Your Landing Page is Effective

P.S. Our Facebook Membership Program covers a wide range of proven landing page optimization strategies: Whether to use your Facebook page or your website, crafting your copy, choosing images, and much more!

Related posts:

  1. How Effective Is Your Facebook Landing Page?
  2. Landing Page Plugins for WordPress
  3. Elements of Your Facebook Ads Landing Page: The Headline
  4. Elements of Your Facebook Ads Landing Page: The Call to Action
  5. Elements of Your Facebook Ads Landing Page: The Content

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