The Landing Page Inbound Marketing Solution – Make It Work For You

Marketing analytics can improve all of your inbound marketing solutions’ performance. With closed-loop marketing data, you can track a lead from the moment of first visit and conversion on your website or landing page until the moment that lead becomes an actual customer. With this information, you can look back to see how your landing page is effective (or isn’t) at generating customers at an optimal (low) cost. 

Let’s look at the impact these insights can have on your landing page in particular. 

3 KEY LANDING PAGE METRICS 

1. Call-to-Action Click-Through Rate: the percentage of visitors who visit your landing page from your call-to-action.

Before you look at how well your landing page converts visitors to leads and customers, you should analyze whether the call-to-action that precedes it is actually driving visitors to click and stay on your landing page long enough to convert.

Begin by establishing a baseline metric of your CTA click-through rate; the landing pages with the lowest CTA click-through rate should be the first you work to improve. 

Your CTA click-through rate to landing page requires you to look at both your call-to- action design and your landing page design. If you suffer a low click-through rate, it could be because:

o The content doesn’t align with the content in the preceding call-to-action

o The content doesn’t align with the content preceding the call-to-action 

2. Visitor-to-Lead Conversion Rate: the percentage of visitors who become leads.

Now that you’ve got visitors staying on your landing page long enough to fill out your form, are there any improvements you can make based on your landing page conversion rate? 

Identify opportunities to improve landing page conversions by comparing the click-through rate of your call-to-action with the visitor-to-lead conversion rate of your landing page. With landing page analytics like the ones SugarBush can provide you can get a detailed look into submissions, new leads and customers of selected offers. This will give you the ability to compare different landing pages with a click of the mouse. 

If you have a high click-through on your call-to-action, but a low visitor-to-lead conversion rate, there is a problem with your landing page that you should set out to improve through A/B testing.

If your visitor-to-lead conversion rate is high but the number of new leads that page generates is low, your problem lies with the traffic the landing page is generating. Start by taking a look at your call-to-action’s conversion rate. If it is low, your problem lies in the call-to-action – begin A/B testing its design and copy to help drive more traffic to your site. 

3. Lead-to-Customer Conversion Rate: the percentage of leads that become customers. 

But you can’t stop at just the topics and content asset types that convert visitors into leads at a higher rate. Analyze which leads actually turn into customers -- your lead-to-customer rate and visitor-to-customer rate -- using closed-loop analytics. 

Which landing pages converted the most visitors and leads into customers? Which pages assisted the customer acquisition process? Use that information to identify your most powerful offers, and silo your weakest. 

To learn more about this inbound marketing solutions topic, download the free eBook below, “How To Unlock The ROI of Your Marketing With Analytics.”