4 Steps for Evaluating the Limitations of Your Landing Page

By Norman ArvidssonApril 8, 2019

Did you set up a landing page for a campaign, but it’s not converting as expected? An under-performing campaign can be confusing and frustrating. And, a poor landing page experience is often the major culprit behind it.

Hundreds of independent variables can be affecting the performance of your landing page. It can be very challenging to identify the variables stopping it from getting the expected conversion rate.

Let’s make it easy for you as we walk step-by-step to find flaws in your landing pages and learn how to fix them.

Steps to Identify Limitations or Mistakes in Your Landing Pages

Step 1: Test Your Page Speed

Believe it or not, the loading speed of your landing page matters the most. Even more than headlines and CTAs!

Approximately half of the people expect a web page to load in two seconds or less. It gets worse for eCommerce websites. Only a 3-second delay could cut down your traffic to half. That’s why page load speed should be your priority.

If your campaign is not performing well, it could be because of the slow loading speed of your landing page.

To test your page speed, use Google’s PageSpeed Insights tool to measure how slow your page is on desktop and mobile.

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How to Fix It?

  • Clean up your code – remove unnecessary sections, tags, and graphics.
  • Minimise redirects where possible.
  • Images and videos can substantially impact the page load time. Host larger files like videos externally and resize images before uploading.

Step 2: Check the Bounce Rate

Bounce rate is the percentage of visitors who leave your site after visiting only one page. On a landing page, the other page you want your visitors to navigate to is your ‘thank you’ page once they convert.

For a high conversion rate, your bounce rate should be low. The high bounce rate on the landing page means visitors don’t find the content engaging. You may seek help from a professional copywriter who can edit your content and make it far more engaging. Check out reviews of some editing services and choose the one with a solid history in developing website content.

A high bounce rate may also mean that your visitors aren’t interested in taking the desired action. To get a quick overview of landing pages with a poor bounce rate, log on to your Google Analytics account and follow these steps:

  • Go to Content > Site Content > Landing Pages.
  • Select ‘Comparison View’ from the icons above the data table.
  • Go to ‘Bounce Rate’ from the drop down.

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Step 3: Navigation Summary

Bounce rate and page speed will not tell everything. What if your visitors are using the search box to find a product rather than scrolling down? Moreover, it is important to understand your visitors’ navigation patterns to improve your landing page.

Where do the visitors go once they arrive on your campaign landing page? Are they exiting the page after completing your form or are they going to your competitors? By analyzing the navigation report for your landing page, you’ll have a better understanding of the behavior of your page visitors.

To get the Navigation Summary report, log on to Google Analytics and follow these steps:

  • Click on Behavior section
  • Go to Site Content > All Pages report
  • Choose the desired landing page for analysis.

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Now, you should be able to see where your page traffic is heading, in the right-hand pane. Check if they are navigating as expected? Which URLs are they visiting to take the desired action on the page?

With all these insights, you will be able to make efficient and meaningful improvements to your landing page.

Step 4: Conversion Rate

Even if a page takes a nanosecond to load and has an incredibly low bounce rate, nothing matters if it doesn’t convert well.

To boost the conversion rate, first identify the current conversion rate of your page. To view your landing page with conversions in Google Analytics, set up a custom report. Follow these steps to do so:

  • Tap Custom Reporting at the top of the Google Analytics interface.
  • Tap New Custom Report and give a name to the report.
  • Add Visits in metric groups to prioritize your report by how busy your landing pages are.
  • Add Conversion Rate metric for the most appropriate goal.
  • Go to dimension drilldowns, select the desired landing page and then hit Save.
  • When you upload the report, go to comparison view.
  • Use Conversion Rate as the comparison metric for an easy-to-scan report.

Final Word

With these insights, you can make all necessary improvements to your landing page. Keep experimenting with your landing pages. Create the first version and test it. If it’s not working as expected, create the second version with more improvements. Keep testing until you get an excellent performing landing page for your campaign.

In fact, you must have more than one landing page. According to a 2013 study, companies with 40+ landing pages received more leads than those with five or fewer landing pages.

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