One of the most important aspects of any business is understanding what your users want and how they interact with your site. The landing page report is key to draw insights for user behavior.
A landing page is the page a user first sees when they land on your website. It’s a crucial point in your online marketing efforts as the landing page can make or break a user’s experience.
Whether you’re selling a product or service, or just trying to attract new users to your site, you need to have a clear objective. Setting a SMART goal will help you truly understand what you’re trying to accomplish.
If your main goal is to have users sign up for something, your landing page should concentrate on that, rather than directing them to other pages. It’s not enough for a landing page to look good, sound good, or feel good. The landing page must aim to achieve your business goal.
HOW TO USE THE LANDING PAGE REPORT IN GOOGLE ANALYTICS
You can find the lending page report from the left navigation if you’re using the Universal Analytics version of Google Analytics:
It’s not as easy to find in Google Analytics 4 and you need to add some configuration to a specific report:
When we talk about conversion rates, we often focus on the whole site’s conversion rate. But if you want to see how your landing pages are doing, then you need to look at the conversion rate for individual landing pages.
This means your landing page might not be the place where users actually convert, but you want to see if users visiting a specific page end up converting. Why? Because one landing page can have a different conversion rate compared to the rest of your site. One landing page might get more users to convert than another.
THE IMPORTANCE OF KNOWING HOW YOUR LANDING PAGE IS PERFORMING AND WHY IT MATTERS
The landing page report is a pretty useful report that helps you analyze the experiences of visitors to your site. It tells you which pages of your website are getting the most traffic; it tells you which pages are driving the most conversions; and it gives you insights into how people are navigating your site.
Obviously, the more people who visit your site, the more traffic you get. But how do you know if your users are achieving the goals that you have for them? A landing page report can tell you if you’re getting the right people to your site.
The landing page report can also help you improve the experience for your users. It can help you make sure that people are able to find the information they need, that they aren’t getting lost or confused on your site. And it can also help you make sure that once people do land on your site, they’re able to find what they’re looking for in a matter of seconds.
OPTIMIZING YOUR LANDING PAGES
Depending on the source of traffic to your landing pages, you may have control over where you want to drive traffic. This is rather simple to do for your social media channels or for traffic that comes in from organic search.
Since every business is different, so is each landing page. However, there are common elements, such as the flow of your webpage, the colors of your webpage, and the size and placement of your content, to consider no matter what kind of website you have. You can test these elements with a split testing tool or a content management system that allows you to run split tests.
The landing page report can help you prioritize which pages to optimize. You can learn from it and run tests to convert more users.
This article originally appeared on Growth Learner and has been republished with permission.