You have an amazing website and business, and you want your business to grow. But for some reason, no one is finding your website. Or worse yet, people are finding your site, but your business isn’t growing.
Nearly every business with a website has been in your shoes.
If you’re not using the free tools out there to market your business, you’re shooting at a moving target.
It’s time to take a look at your Google analytics landing page. Keep reading to learn how a Google Analytics landing page report can help you market your business purposefully.
What is a Google Analytics Landing Page Report?
Before you can understand a Google analytics landing page report, you need to understand with a landing page is.
When a person lands on a page on your website, Google calls it a landing page.
Your homepage is not necessarily the landing page. The landing page is the page that a search engine leads a person to. It’s the first page people land on.
Google Analytics is a free tool that Google offers users to market their work more purposefully. The report is in the Behavior section under Site Content and Landing pages.
If you are attempting to market content, Google Analytics will be your best friend. It shows you at a glance how each of the pages on your website is performing.
Through this single report, you can learn about which of your pages bring in the most traffic. The analytics page does more than just tell you who is visiting your site. It also tells you which pages are turning visitors into customers.
Beware. Different business avenues use the term “landing page” when referring to something different.
If you’re in PPC advertising, the landing page refers to the URL of your ads.
If you’re into email marketing, you use landing pages to garner email addresses. Through landing pages, you can create pages that give your customers discounts or bonuses or even downloads if they give you an email address.
In a nutshell, a marketing guru will think of a landing page as the place where a visitor decides to buy something, sign up for something, or just opt-in.
Google Analytics and Landing Pages
Google Analytics refers to a landing page as the first place a visitor goes to. It does not necessarily have a place where a visitor can act or react. So it does not necessarily bring in revenue or add an email address.
You do want your landing page to convert your visitor, though. That’s why it’s important to figure out what your landing page is. A good landing page will have a good conversion rate.
In particular, marketing experts say that on average a landing page in the marketing industry has 2.35 percent conversion rate. This means 2.35 percent of those who land on this page are converted from visitors to customers.
A good landing page, however, should have at least a 5 percent conversion rate.
Look at Lyft, for example. They give their customers two options, which increases the potential conversion rate. Good landing pages will ultimately have something for the potential client to do other than just read information.
When you study the landing page report, you can learn about how a visitor gets to your website. The report tells you how your website generates traffic. It tells you about your visitors and what matters to them.
Landing Pages Tell a Story
Landing pages tell you a story about the person visiting your website.
If the page has keywords that rank high for SEO, then you can see what matters to the visitors on your website. The landing page report tells you the interests of your readers.
If individuals come to your website from a social media page, then you can determine even more about your visitors. The landing page tells you why those individuals clicked on things.
Why Landing Pages Metrics Matter
A Google Analytics landing page report will give you metrics in the portion of the session. The sessions tell you how a person starts with one page and then moves onto another.
You can use this data to determine the popularity and importance of your landing page.
When you see the Bounce rate, this is referring to how many people leave your website after landing on the landing page. They do not necessarily poke around at your site but rather look at that page and then go onto a different website or just shut their computers off. They do nothing with your business.
On average, most companies see a bounce rate of around 45 percent. The lower your bounce rate, the more customers you engage.
Some experts claim that an unusually high bounce rate (around 90 percent) or unusually low (around 20 percent) is not good. Extremely high means that most people are just moving on. Extremely low means that you may have a gateway that prevents people from leaving before they engage with the site.
This type of forced engagement can frustrate people and ultimately turn a potential customer into a genuine hater. You want your landing page to give people a chance to respond but not force them to respond.
By now you can see how basic tools like Google Analytics can help you move your website to the top of the search page. You are working with a data-driven culture that cares about numbers.
You need to care about the analytics report especially if you’re in the process of growing an e-commerce startup.
Parts of Google Analytics Landing Page Reports
You can find two different landing page reports in Google Analytics. Each one tells you something specific about the traffic on your website.
Search Console Reports
If you connect your Google Analytics information to a Google Search Console, you will end up with two reports.
You can find the landing report for the Search Console beneath the Acquisition tab in the dashboard. From this report, you can just see the data from search results. You do not see organic traffic.
Site Content Landing Page Reports
You can find this landing page report in the Behavior tab. It will report all of the page data from every traffic source, not just from searches.
Page-Level Conversion Rates
Google analytics landing page reports will reveal all of the data regarding traffic and users at a page level. This means you can see which pages on your website led to someone deciding to become a customer.
Google refers to this as “conversion stats” because your website is “converting” a visitor into a customer. A good landing page will have great conversion rates.
In particular, the top 25 percent of websites in marketing have a conversion rate of at least 5 percent. The great ones have conversion rates up to 10 percent.
Google analytics landing page reports will share this conversion rate with you so you can optimize your landing page. This will help you convert more visitors and generate better leads. Ultimately, you’ll build a better business.
Goals and E-Commerce Conversions
When you look at your Google Analytics report, you’ll see three columns at the end of the report dedicated to goals and e-commerce.
You will see stats that tell you the percentage of people that are converted when they land on a particular page. This is the number you’d like to see stretch up to 5 percent and beyond. If you’re in that 2.35 percent range, you’re average.
Source and Medium Data
This data will give context to your landing page report. It tells you exactly where people are coming from when they land on your website. What website were they visiting before they came to yours?
For example, you can see if your customer came to you from Facebook, a Google search engine, or a click on an ad from a different website.
This helps you understand your audience and customers even better. When you know where your customer is coming from, you can optimize your content for that customer.
Analyze your Home Page
You can best analyze your homepage by running a filter on “home” on the page. Then you can see what is leading people to convert on your home page.
Look at Each Page Level Conversion
Take time to look at page-level conversion rates. This means you’re looking at the pages that convert people over to your business. Your homepage may not be that page. But your landing page may not be that page either.
You can see if the conversions come from referral or organic traffic.
Examine Historical Conversion
At this point, you can look at conversion rates over time. You can do this by creating a report through the Google Analytics API. You can also export the landing page data or just go to the inside of Google Analytics to see the history of conversion.
This tells you how visitors behaved over time.
What Do I Do With Data?
In the right hands, this data is powerful. You can turn a flat website with no traffic into a website that not only brings in traffic but converts visitors to loyal clients.
You need to find the right marketing company to help you analyze the data and to use it. More than half of small businesses outsource their marketing for this reason.
Google Analytics landing page reports are truly interesting. They give you a picture of your visitors, and they might even force you to redesign your business model.
Modify Content
Your data will help you know if you need to modify the content on your website. If you can tell where your visitors are coming from, you can now gear your content toward the things that would interest those types of people.
For example, if your visitors are coming from social media websites, shift your content to reflect those social interests. Perhaps look at boosting your campaigns on social media so you can bring more people into your website.
Consider even branching out and starting other social media campaigns. If you have only one platform, look at going to other social media platforms to make your content available and to link your website.
Market Smarter
A Google Analytics landing page report can be your best friend in the marketing business. If you want to get your website out there and turn visitors into customers, you need to learn how to read this report.
You also need to work with experts in the field of marketing. We can help you figure out the best way to turn that landing page report into money for your business. If you want to work with us, take some time to check out our website.
