Tracking Results and Making Assumptions

There’s a bunch of data you should track to correctly evaluate your landing page’s performance, and that evaluation would be the starting point of the optimization process. Let’s see what we can gather from a single landing page.

Landing page metrics

There are dozens of metrics we can follow, but only a few of them are really important, especially in the beginning. The first one should be the conversion rate. It’s the most basic metric I can think of when it comes to landing pages, because it says a lot about the overall effectiveness of the page.

Conversion rate – what is it?

You probably know that (since it’s the Advanced part of the course), but in case you don’t, let’s clear it up: a conversion is when the visitor performs a desired action on your landing page. A conversion rate is the percentage of people who convert among all the visitors.


This is why it’s so important to have a single goal assigned to a landing page. If your goal is clear, people will convert according to your predictions. Let’s say you build a landing page for a free ebook – each click on a “download now” button would count as a conversion, because that is the goal.

Most landing page builders have some sort of a built-in statistics tool that lets you track basic metrics of your landing pages. They’re usually simple, but sufficient enough to see if a landing page does well.


If you feel the need to dive deeper into stats (actually, you should) and see not only the number of conversions, but also other useful data, you might want to connect your landing page with Google Analytics or some other tracking tool. Since Google Analytics is the most popular and also free of charge, I recommend going with this one.


Each landing page builder has its own integration with Google Analytics and usually, the process isn’t very complicated. If you use Landingi, you can learn how to connect your account to Google Analytics here.


After setting up your integration and creating a goal to track, you should be able to monitor conversions in the Behavior menu.

How to track conversion rate?

There’s actually no minimum conversion rate that’s generally considered good. Some studies say that the average landing page conversion rate is around 2.35%, whereas the top quarter of landing pages convert at a bit more than 5%.


Truth is, it all depends on what is your goal, who is your target audience, and so on. Keep in mind, though, that the conversion rate is good enough if it eventually leads to closing sales. So yes, track your landing page’s results, but don’t get caught up in the numbers trap and don’t spend too much time analyzing each and every metric.

How to tell if my landing page’s conversion rate is good enough?

Bounce rate

I’ve already mentioned bounce rate in one of the previous lessons of the Landing Page Academy. Normally, bounce rate is counted when a visitor leaves after they view a single page. It’s possible that nothing caught their attention or the message match was not very consistent.


Working on lowering a bounce rate should consist of one or more of the following:

  • Improving message match to avoid confusion after landing on your page from the advertisement.
  • Tweaking a call-to-action to make it more promising for visitors.
  • Redesigning the landing page.
  • Rewriting the copy, so it explains the point of a landing page more clearly.

The important thing is that you can decide, which circumstances should be considered as a bounce rate. For example, you can count only visits that are shorter than 30 seconds as a bounce rate. In that case, if a visitor spends more than half a minute viewing the page, it won’t be considered bouncing off. Long story short – you’re in charge of what a bounce rate is, if you need to. And remember: 0% bounce rate is not the result you’d want – it’s physically impossible to achieve a legit 0 bounce rate, so if you see one, it’s probably due to a technical issue. Speaking of time…

One of the most crucial metrics you can track is how much time visitors spend on your landing pages. But if you think the longer they stay the better, you are in the wrong.


It all depends (as always). To determine how much time visitors should spend on your landing page, you need to take its type, contents, length, and – surprise! – goal into consideration.


If you create a typical click-through landing page, which contains close to no content at all, people will probably spend a few seconds on it, and that’s okay. But if you mean to educate through your landing page (like I do on this one), you’d probably want people to stay a bit longer.

Time spent on a landing page

If you’ve got reasons to believe that visitors don’t really read your landing page, but only skim it, you should consider making some changes in the copy. And by changes, I don’t necessarily mean adding more text.


Something as simple as dividing existing content into shorter text blocks could do the trick as well. Removing a part of the copy is also considered effective, as some visitors may feel overwhelmed with the quantity of content on your landing page.

What to do when people spend too little time on your landing page?

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Takeaways

1. There's no such thing as perfect conversion rate, so don't torment yourself with trying to get 50% conversion – it happens, but it's not typical.

2. You should definitely check if your landing page builder has a built-in analytics integration.

3. Keep your bounce rate as low as possible, but note that suspiciously low bounce rate may indicate a problem with gathered data, not a superiority of your landing page.

4. Make sure your expectations about time spent on your page fit its content.

Checking and Improving the PageSpeed

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What's next?

If people bounce off your landing page or just spend a few seconds on it, it may indicate that there’s something wrong with its loading speed. And that’s what we’re going to improve in the next lesson. Stay tuned!