In Part 1 of this article we have considered the way of finding out how your landing page users have found you, which is a part of your overall landing page strategy.
The next step needs considering some metrics to help you confirm the answers you got to the questions as for your visitors and some extra ones to let you learn somewhat more about the way visitors are getting to the page of yours.
While we can name an indefinite number of data points to track about the landing page visitors, the following points are the ones you should focus on.
- A bounce rate measures the number of users who land and instantly leave the landing page without any action. Your page’s high bounce rate means that your visitors feel the page fails to meet their expectations. To find out the reason of visitors’ disappointment, start with looking at the message they clicked on. If your page and ad prove message-matched, consider if your page content plays its role in attracting your page traffic.
- Unique visitors’ number shows the amount of traffic your page is driving from every unique traffic source. The examination of both your conversion rate and unique visitors for every traffic source will help you see the source of your conversions’ majority. This procedure will let you get insight into the place of your best potential visitors and the messages most resonating with them.
- Knowing the traffic sources which bring you the most conversions and visitors of the best quality will also help you prioritize your efforts so that they make the greatest impact.
- Your conversion rate shows how many visitors respond with the actions they are expected, like downloading a guide, buying a product or filling out some form. The higher your conversion rate is, the better you manage to connect with visitors, which means your promises and messages are addressing the needs and wants of the target audience.
- A user agent string shows which operating system type your visitors use. With this indicator you can define how many visitors are using smart phones, for example, and even have your page read the string to serve up mobile-friendly pages automatically.
- Finally, a user’s IP address can tell you their region or country. According to your market, it is a good idea to send users to country, region or language-specific pages. Awareness of a specific region that brings your best conversions may justify creating some localized campaigns for some regions while cutting down your efforts for others.
Understanding why and how users ended up on your landing page raises your chances to create a better and more accurate landing page for these people. Creating a targeted and personalized landing page improves user experience, makes visitors feel welcomed and more open to learning about you. In the end, you’ll see that making your landing pages targeted and tailored specifically for your visitors will get your conversion rates soar like never before.
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