How to Measure Your Landing Page’s Success
“If a campaign performs well on all three metrics, we can reasonably say it’s a success,” Marka noted. “If it underperforms on one or more metric, we’ll want to look closer at the campaign and identify what we might want to change next time around. For instance, if we find our landing page abandonment rate is high, we might want to focus more on getting prospects to click ‘Buy.’ ”
“Eventually, our sales will, well...grow,” Lucy said, gesturing to Marka’s plants.
“Exactly,” Marka replied with a grin.
Make it measurable. Put in code that will allow you to track your landing page’s performance. Set goals ahead of time and compare these goals to the page’s actual performance. Conversion rate, abandonment rate, and cost per sale are three of the most important metrics to consider when measuring your landing page’s success.
FIRE! in Action: SEOMoz Optimizes Landing Page, Improves Sales
The search-engine optimization tools provider enlisted an outside source to help improve landing page conversion rates. Its first campaign generated a 52-percent improvement in sales compared to the previous one.
Next week: Tips on getting more subscribers for your broadcast email list.