Landing Pages

Landing pages are so important to the customer journey. This is the first impression that most consumers get with your brand, so it needs to stand out among the rest. “For business owners, the landing page could be the most crucial element in their overall digital marketing campaign, as these pages are mainly responsible for converting traffic either as targeted leads or sales.” (Gregorio, 2017)

The example below is from Google Analytics which shows what source/medium consumers come from to end up on the landing page.




From the example we can see that the company gets the majority of their landing page members from Google or from an organic search. This company doesn’t get a lot of web traffic from blog posts. With this information, the company could consider partnering with another blog to promote their site and gain more interest that way. This information allows businesses to see where their traffic comes from and what might need to be improved. If their email traffic was low, the company could potentially look into cleaning up their mailing lists or improving the content on the emails being sent.

This specific example shows that the company really struggles with searches on Yahoo and Bing. If SEO was a concern for them, they could invest more time into improving the overall placement of the website on Yahoo and Bing. These numbers are so much lower than Google which means that this is a definite need for improvement in order to show up across all search platforms.

The screengrab below shows the website’s traffic for each page. This information can be used to compare to the landing page to see what pages are getting the most traffic.



Users are entering the website on a few different landing pages, with the most popular being their resource page with kpi examples. These pages are the beginning of the user experience, which marks the start of their journey through the website. This information can help the business see which pages are important to consumers. With that insight, different landing pages could be created with information that is relevant to the more popular pages. This data could also show a potential spot to promote other pages on the site. Since the resource page is the most visited page, the company could add a resource on the bottom with similar content to boost website traffic to the rest of the site.

This data shows how long the user spends on a specific landing page before going somewhere else or exiting the site. Knowing this, the company can work to improve the landing pages that might have a lower average time or a higher bounce rate. Some of their resource pages have a decent amount of traffic but have a higher bounce rate. This landing page data could help the company improve content on the page. Since the bounce rates are so high, this doesn’t serve as an ideal landing page for consumers. There is always the possibility that the consumer came into the site, found exactly what they needed, and then exited the site. However, the goal of the landing page is to show users a glimpse of what else is offered. More opportunities for engagement would help the website traffic and bring down the bounce rate.

Landing pages are the first impression of a company. Seeing where users come into the website is vital information that can show businesses what their consumers are looking for. The information could be used to improve content on these pages and opens the potential for some A/B testing to see what users are looking for on some of the lesser performing landing pages.

References

Gregorio, J. (2017). Why Targeted Landing Page is Important for PPC and SEO?. [online] Digital Marketing Philippines. Available at: http://digitalmarketingphilippines.com/why-targeted-landing-page-is-important-for-ppc-and-seo/ [Accessed 22 Jan. 2018].


Klipfolio.com. (n.d.). Landing Page Performance Optimization. [online] Available at: https://www.klipfolio.com/resources/kpi-examples/seo/landing-page-performance-optimization [Accessed 22 Jan. 2018].

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