How-To

3 Step Landing Page Analysis

First impressions to your website and brand may be the single most important factor of whether someone becomes a purchaser […]

3 Step Landing Page Analysis

First impressions to your website and brand may be the single most important factor of whether someone becomes a purchaser or a bouncer, never to return again. The bright side is in eCommerce you can control what that impression looks like and you can see where it came from! After you’ve spent countless hours designing and implementing well thought-out landing pages in order to line your pockets with riches,  make sure to monitor these key metrics so you can analyze their performance:

  • Bounce Rate – Are people leaving?
  • Source / Medium – Where is the traffic coming from?
  • Search Queries/Creative – What are they looking for?

1. Analyze Bounce Rate

Bounce rate is a key performance indicator that measures the rate in which a page keeps a user on the site versus leaving. It is commonplace to use this as the primary kpi to measure the quality of content on a website. In order to evaluate your landing pages by bounce rate, first identify your 10 landing pages with the most sessions. To accomplish this navigate to Google Analytics -> Behavior -> Site Content -> Landing Pages (sort by sessions). Of those pages narrow that down to the top 5 pages with the highest and lowest bounce rate.

 

2. Identify Source / Medium

Add source/medium as a secondary dimension on the landing page report above so that you can view where these sessions are being driven from. It’s important to understand that in most cases, as someone responsible for an eCommerce site, we can control what landing page a user sees. If the session originates from paid social, paid search, or email we are easily able to control what landing page displays when someone enters our website.

3. Examine Search Queries & Campaign Creative

Now that we’ve  identified performance of our landing pages by their original source it can be helpful to look through the lens of the user.  When they arrive on your site what was their original search query or creative that enticed them to click. Does what they searched or clicked match the content on site and how does this relate to page’s bounce rate? Understanding this relationship is how we can optimize moving forward. 

Facebook Ad
Facebook Ad Creative

Next Steps

Now that you’ve learned a little bit more about where users are entering the site, what their expectations are, and from what source they’re navigating what can you do with this information?

  1. A/B Test your landing pages on different paid social and search campaigns. Pro tip: Google Optimize can be used to create redirect tests & A/B Tests that are based on your various Google Ads campaigns. (How to Implement Google Optimize on Shopify )
  2. Create Landing Pages with content tailored to where the users are coming from and what they searched/clicked to reach your site.
  3. Test different strategies for linking within email marketing. Consider more product pages or category pages rather than the homepage.

Need Help?

Don’t have the time or expertise to sift through these metrics? Elevar’s Analytics Application can analyze and monitor your landing page performance for you automatically. It’s easy to set up and free to try out!  Below is a glimpse of what our Landing Page Insights can show you.

 


Alex Lynn

Alex is a Senior eCommerce Analyst at Elevar and has been in the eCommerce industry in the Shopify and Magento ecosystems for a number of years. His many personal interests include entrepreneurship, basketball, and podcasting.

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