INBOUND ACCELERATOR

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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 is no exception, and thanks 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:

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

 

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 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 with relevant, compelling information and a form 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, 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 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 (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.

 

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 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, the workflow should offer usable content such as blog writing templates, then possibly a white paper describing a common blogging problem and solution, and finally a 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 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 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 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, will show you how.

Topics: Landing Pages, Strategy, Metrics

Unlock Your Marketing ROI with Analytics
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KristinBW4.30.15I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events.  Meet up with me when I’m in your city.  Where will I be next?  Meet Kristin

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