eCommerce Landing pages are critical to the success of your online business. Landing pages contain conversion-targeted metrics that are measurable. The homepage on your website offers measurable metrics, but the functionality is very different. On an eCommerce landing page, for example, there are less links and distractions. It makes it easier to determine how effective your landing pages are, and if they need improvement.
These are the most conversion centred metrics you can closely measure to evaluate the effectiveness of your landing pages.
Filter the Bounce Rate by campaign or source. You may see ads that are driving traffic, but with a high bounce rate. If the bounce rate is high, it usually means visitors can’t find what they expected, the content isn’t compelling, or there isn’t a strong call-to-action (CTA) to lead them further down to another page.
This is the rate of unique visits that convert to a conversion. The conversion is the action you want a visitor to take on your website (signing up for a newsletter, making a purchase, etc.). To decide what conversions you want on your landing page, you must decide what the landing page’s goal is in the first place. Use that as a benchmark to measure the landing page conversion rate.
Unique visitors indicates how effective the campaign is at driving traffic. It doesn’t tell you how effective your landing page is, though. Just because you’re getting traffic doesn’t mean it’s quality traffic. You may need to refine your campaign copy from time to time.
This is a simple metric to measure. In general, longer visit times indicate that your website is full of engaging content. While it might not directly drive conversion, you’ll have more chances to convert visitors when they stay on longer.
If your business isn’t leveraging eCommerce landing pages, now is the time! Landing pages should focus on one thing, and target a specific niche. This will help you attract the right audience you’re looking for, and will deliver the conversions you’re after.
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