--- title: 2 Landing Page Metrics You Should Be Measuring description: Here are some important metrics you need to be measuring on your landing pages. image: https://www.jonespr.net/hubfs/Blog_Images/Blog_189_Landing_pages.jpg --- [![](https://www.jonespr.net/hubfs/Blog_Images/Blog_189_Landing_pages.jpg) ](https://www.jonespr.net/eight-arms-blog/2-landing-page-metrics-you-should-be-measuring) # 2 Landing Page Metrics You Should Be Measuring BY:   [ Scott Muff ](https://www.jonespr.net/eight-arms-blog/author/scott-muff) ![2 Landing Page Metrics You Should Be Measuring](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_189_Landing_pages.jpg?width=550&name=Blog_189_Landing_pages.jpg "2 Landing Page Metrics You Should Be Measuring") You can’t know where you are going, if you don’t know where you’ve been. Sounds like a folk song, right? But there is business truth in that statement as well. In marketing, knowing your current standing is key to improving it. [Inbound marketing](https://www.jonespr.net/how-to-run-an-inbound-marketing-campaign) is no exception, and thanks to [closed-loop marketing](https://www.jonespr.net/introduction-to-closed-loop-marketing), it actually provides more data, more quickly than traditional advertising methods. As you assess where your inbound marketing currently stands, there are three primary metrics you should be tracking relative to your landing pages: - Visitor to [lead conversion](https://www.jonespr.net/convert-to-leads) rate - Lead to customer conversion rate Let’s look at how to calculate, and potentially improve, each of these results. **Visitor to lead conversion rate** *Leads generated by page **¸** visits to the page = % of visitors converted into leads* Bringing visitors to your landing page isn’t enough. Obviously, bringing visitors to your landing page isn’t enough. You need them to convert into leads by filling out the landing page form to access your offer. If you are drawing in lots of visitors, but not many are converting to leads, there are several things to consider: 1.  Is your [call-to-action](https://www.jonespr.net/inboundaccelerator/7-hallmarks-of-highly-effective-calls-to-action) well-matched to both the offer and the landing page? If the call-to-action promises one thing, but the offer and landing page aren’t what the CTA seems to promote, you will lose on conversions. 2.  Is your landing page [optimized](https://www.jonespr.net/inboundaccelerator/6-ways-your-landing-page-should-or-should-not-be-like-an-airport) with relevant, compelling information and a [form](https://www.jonespr.net/inboundaccelerator/lets-talk-landing-page-forms) that requests enough information without driving away potential leads? If you are asking for too much personal information for an offer at the top of the [sales funnel](https://www.jonespr.net/inboundaccelerator/plan-your-content-based-on-the-sales-funnel), potential leads may be hesitant to go to the work of filling out the entire form. Consider shortening the form to increase conversions. 3.  Have you done any [A/B testing](https://www.jonespr.net/intro-to-a/b-testing-for-marketing-optimization) on individual elements of your landing page: button color or wording, images, testimonials, etc.? Test just one element at a time to determine if it will improve conversion rates. **Lead to customer conversion rate** *Customers from this landing page **¸** leads who converted on this page = % of leads who become customers* Once a visitor converts into a lead, they enter your [lead nurturing system ](https://www.jonespr.net/inboundaccelerator/4-benefits-of-lead-nurturing)(you do have one, right?). Lead nurturing is designed to guide leads toward becoming customers. Knowing your lead-to-customer conversion is essential to improving your overall sales closure rate. Lead nurturing is designed to guide leads toward becoming customers. If a particular landing page generates leads, but those leads seldom convert into customers, consider the following questions: 1.  Have you clearly defined a [lead nurturing workflow](https://www.jonespr.net/lead-nurturing-workflow-template) to guide leads toward a sale? The workflow is a series of emails offering content that moves from introductory, to useable, to information relevant to a buying decision. 2.  Is the content in that workflow related to the original offer on which your lead converted? For example, if the original offer on which your lead converted was about [business blogging](https://www.jonespr.net/introduction-to-business-blogging), the workflow should offer usable content such as [blog writing templates](https://www.jonespr.net/5-ways-to-write-a-blog), then possibly a white paper describing a [common blogging problem](https://www.jonespr.net/problem-solution-blog-planning) and solution, and finally a [consultation](https://www.jonespr.net/complimentary-blogging-consultation) about providing blogging services. Don’t get off-track with offers about website development, unless the lead has indicated interest in that area. 3.  Is your marketing department qualifying the [leads](https://www.jonespr.net/inboundaccelerator/5-ways-to-improve-your-lead-qualification-process) before handing them off to sales? When leads aren’t nurtured and qualified before being transitioned to the sales force, sales wastes valuable time—up to 97 percent of their time—on leads that will lead nowhere. Define [lead qualification criteria](https://www.jonespr.net/lead-qualification-checklist) for your company to improve the rate of leads who eventually become customers. With coordinated inbound marketing and customer management software such as HubSpot, these two primary metrics, along with many supporting data, are easy to access and analyze. The platform also provides built-in capabilities for running and assessing A/B testing of landing page variables. [Click here](https://www.jonespr.net/request-a-demo-of-hubspot) to schedule a demonstration of HubSpot’s capabilities to both drive and measure inbound marketing success. Landing pages aren’t the only marketing tools you should be measuring, testing and working to improve on a continuous basis. By carefully considering your analytics from throughout your marketing, you can uncover what your true return is on each portion of your marketing investment. Our ebook, [Unlock the ROI of Your Marketing with Analytics](https://www.jonespr.net/unlock-the-roi-of-your-marketing-with-analytics-download-request-page), will show you how. ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. 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