How to measure the success of your website landing page
Time for a three-pronged approach
We spend a lot of time exploring the copy and design techniques that drive successful web landing pages. But it’s results you want. So how do we measure your success?
We do it in three ways – we look at conversion rate, abandonment rate and cost per sale/lead. We do this for every web landing page.
Conversion rate
Conversion rate is the percentage of visitors that turn into a lead, sale or other positive outcome. You’d consider your retail web landing page a success when its conversion is around 9%. For lead generation landing pages, anything from 10-20% is excellent.
The reality? An average retail landing page converts about 1 – 2% of visitors and an average lead generation landing page converts 5 – 6%.
Do the negative maths. That’s up to 99% of people who are NOT responding, NOT clicking and NOT buying. Yikes.
Homepage abandonment rate
As you are probably (painfully) aware, you have a pretty short window of opportunity with every visitor who lands on your web landing page.
- Around 10% of visitors leave after the first click – most are unqualified so wouldn’t have converted anyway
- An astounding 55% drop off after the second click
- Then 80% of these leave after the third click
You can see how a well-constructed website landing page decreases site abandonment – even a small decrease in abandonment can push your conversion rates through the roof.
Cost per sale
Got a calculator handy? Divide your advertising costs by the amount of sales/leads. This calculates your average cost per sale/lead for that particular website landing page.
What should your average number be? Ask yourself what a customer is worth to you by a single transaction on your web landing page – as well as his or her lifetime value. When you successfully manage the upfront cost-per-sale, you can easily realise big returns on the back end.
