Key metrics to track the performance of your landing page
Before you dig into making changes to your landing pages, A/B testing, and other optimization techniques, it’s important to understand how you’ll measure success. What does “improvement” look like for your landing page? What does “optimization” mean for you?
Those answers will vary from one company to another and from one individual landing page to another. That said, there are some key metrics commonly used to track landing page performance.
Conversion rate is one of the most common ways companies benchmark the performance of landing pages—in large part because conversion rate is a very flexible metric.
Put simply, a conversion happens when a visitor to your page completes the action the page is designed to get them to do. In that way, what constitutes a conversion can be any goal your business builds a landing page to further.
A conversion might be signing up for a free trial of your software or downloading a whitepaper. It may involve clicking one button, filling out 5 form fields, or even submitting payment details.
So what does a good conversion rate look like? As you may have guessed, it varies. Some industries see higher average conversions than others. That said, there are some benchmarks to help guide your goals. Wordstream offers, for example, a benchmark of around 2.35% average conversion rate.
Measuring the conversion rate for your landing pages gives you a sense of how effective the page itself is at selling conversion. But landing page optimization involves more than just the page itself—it’s also about optimizing all the channels that send visitors to the page.
That’s where measuring bounce rate can come in handy. Your landing page’s bounce rate measures the percentage of visitors who quickly bounce off the page, likely without ingesting much of what’s there.
A high bounce rate on your landing pages can often signal a disconnect between the marketing efforts sending visitors to the page and the page itself. For example, if the copy in your Google search ads makes promises your landing page doesn’t deliver on, you can expect higher than average bounces.
Similar to conversion, bounce rates vary widely across industries and page types. However, as Customedialabs estimates, most landing pages boast average bounce rates around 60-90%.
Other important landing page metrics
Conversion and bounce rates are the two most common KPIs for landing pages—but they aren’t the only metrics you can use. The metrics below include a few other ways to gauge the performance of your landing pages and add additional context to the numbers you may see in conversions and bounces.