Web Analytics

Web Analytics – Improving Your Landing Page

In a recent analytics webinar I touched on the topic of landing pages. I interact with a fair amount of Internet marketing consultants and I see a lot of effort focused on driving traffic to websites and building custom landing pages. And I see efforts focused on enhancing landing pages (redesign, new marketing copy, different call to action, etc.) but little effort to measure and analyze key metrics on these landing pages.

What I recommend to site owners and consultants is to direct some of that energy from just driving traffic (and just focusing on cost per click and click through rates) to examining how users are engaging with the landing page.

Measuring and analyzing KPIs such as bounce rates and conversion rates, especially after a level of segmentation (based on visitor type, campaign, etc.) is done will yield amazing results. If you are not setting up goals on your site and not tracking conversions, now is the time to do so. A/B testing and multi-variate testing are also invaluable methods to find out what works best.

Would love to hear your comments on your experiences with landing page metrics and what worked for you and your clients. Thanks!

Author

  • Chief Technology Officer Feras Alhlou previously co-founded E-Nor in 2003 and served as President until its acquisition by Cardinal Path in 2019. Feras is passionate about his work with some of the world’s most recognized brands and public sector organizations to deliver data-driven marketing value. A recognized thought leader on the Google Marketing tech stack, he has traveled the globe educating businesses, practitioners, and consultants, and he’s also co-author of Google Analytics Breakthrough: From Zero to Business Impact. Feras received a Masters of Engineering Management degree from the University of South Florida and a Bachelor of Science degree in Electrical Engineering from the University of Tulsa. He is a Certified Web Analyst, Board Member for Red Cross Northern California, and a 3rd-degree black belt in Aikido.

    View all posts
Feras Alhlou

Chief Technology Officer Feras Alhlou previously co-founded E-Nor in 2003 and served as President until its acquisition by Cardinal Path in 2019. Feras is passionate about his work with some of the world’s most recognized brands and public sector organizations to deliver data-driven marketing value. A recognized thought leader on the Google Marketing tech stack, he has traveled the globe educating businesses, practitioners, and consultants, and he’s also co-author of Google Analytics Breakthrough: From Zero to Business Impact. Feras received a Masters of Engineering Management degree from the University of South Florida and a Bachelor of Science degree in Electrical Engineering from the University of Tulsa. He is a Certified Web Analyst, Board Member for Red Cross Northern California, and a 3rd-degree black belt in Aikido.

Share
Published by
Feras Alhlou

Recent Posts

Merkle Named Leading Solution Partner by Contentsquare

We’re proud to announce that Merkle has been honored as the Leading Solution Partner in…

2 days ago

Unlock Growth with Amplitude: Feature Flags & Session Replay

Amplitude is one of the most powerful tools available for understanding and improving the customer…

4 weeks ago

The Power of AI in DV360: Maximizing Performance and Efficiency

AI features in paid media are continuing to become the norm; and leveraging AI features…

1 month ago

This website uses cookies.