WiderFunnel has just released a new research report showing the habits of companies that get the best landing page optimization results.
For high traffic websites, LPO is often cited as the most profitable area to invest marketing funds. But which metrics should drive this type of optimization?
We tapped into Ascend2‘s database of over 50,000 U.S. and international marketing, sales and business professionals, and surveyed respondents about their LPO practices and results.
Then, we dug into best practices from the most successful optimizers.
The resulting report looks at the most successful LPO marketers and provides their insights on:
- optimizing landing pages to lift conversions.
- rating LPO success.
- examining obstacles to success.
- the most useful metrics in landing page optimization.
Of those surveyed, 27% indicated that they believe they are “very successful” with landing page optimization. The report focuses on this segment, examining the practices that may be responsible for their perceived success, so you can consider whether you can apply them to your business.
You can read on for a sneak peek of the results or download the full report now.
Tracking the Right Metrics
The survey found that conversion rate is overwhelmingly the most useful metric when measuring landing page performance, with 73% of the most successful organizations citing it as the most useful metric to track.
Next came cost per conversion, but it was far behind conversion rate: Only 47% of respondents said it was one of the most useful. Revenue per conversion came in third, at 40%.
Thankfully, the most successful organizations rated time on page lower on the list of metrics to track. “Tracking time on page can be useful as an analytics metric,” says Olivia Williams, a WiderFunnel Optimization Manager. “But be careful — time on page can be positive or negative depending on the situation and your conversion goal.”
Bounce rate came in fourth, with 32% of respondents saying it’s useful. We, in the business of optimization, tend to put bounce rate low on the list — people think it’s an important stat simply because it’s reported in analytics tools. While time on page can serve as a relevant KPI for your website, it’s not necessarily something that plays into conversion optimization. For more on this, read why you shouldn’t try to lower your bounce rate.
Landing page views (26%) is another stat that can be misleading. This metric is only useful if your revenue model is based on ad impressions. To determine your most useful metrics, think about how you directly generate revenue — is it from page views, or something like leads, sales or conversions?
The research also found that many top performers outsource optimization support to execute their strategy. It makes sense — when you hand over the optimization to experts, you can focus on the tactics that help grow your business.
All the results from our report point to one important thing to remember: Base your metrics on your actual business goals. Your optimization strategy must include business and website goals to be effective — simply looking at metrics and how they move isn’t enough.
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