How to Measure Your Landing Page’s Success

For the past two weeks, FEI marketing guru Marka has provided marketing greenhorn Lucy tips on writing and designing landing pages for FEI’s marketing campaigns. This week, Marka gives Lucy some pointers on how to measure their landing page’s success. Remember, fire = print.

Lucy arrived in Marka’s office to find her watering a couple of potted plants on her window ledge. The plants were big, tall and as colorful as an Olympian sunset.

“Wow, these are enormous!” Lucy exclaimed.

“Thank you,” Marka said. “I’ve figured out exactly how much to water them for optimal growth.”

“How?” Lucy asked.

Marka shrugged. “Trial-and-error. When these plants were just sprouts, I gave them four ounces of water daily. Then, after a week, I measured how much they’d grown. They weren’t growing fast, so I doubled their dose. But eight ounces was too much water, which also inhibited their growth. Eventually, I arrived at the perfect amount: 6.5 ounces.”

“By measuring these plants each week, I could determine what was working and what wasn’t,” Marka continued. “This allowed me to modify my future behavior. Hopefully, the lesson is clear.

“Soon prospects will receive our postcard and arrive at our landing page,” she explained, “but we’re not finished with this campaign. We still have to measure its effectiveness. Otherwise, what’s the point?”

“How can we measure success?” Lucy asked. “And what metrics should we use?”

“You’re asking the right questions,” Marka said. “We can use Oogle Analytics to track our campaign’s performance. It’s a simple process. First, we place Oogle Analytics code on our landing and order pages. Then, we view the analytics reports and observe how prospects are behaving.

• How many scanned the QR code and arrived at the landing page?
• How long did they stay on average?
• How many move from the landing page to the order page?

“We can also use Google Analytics to track our campaign’s conversion rate,” Marka continued. “In other words, we can determine how many prospects who reach our landing page end up taking the action we want—purchasing a ZX-10 torch. Which leads into your second question. We’ll use three metrics to measure this campaign’s success.”