What’s a Landing Page in Google Analytics?
Can you imagine if you had a way to measure how your clients behave towards you and how they impact your business, based on the circumstances of your first meeting? If you could, you would probably set up your first interactions with clients in an environment that has proven most profitable based on previous data.
While it may be incredibly difficult or even impossible to measure this in the physical world, the landing pages report in Google Analytics makes it doable in the digital world. Using this tool, you can understand your website visitors’ behaviour and, therefore, follow up with them in the most appropriate way possible.
Here, we will provide you with a crash course on what exactly a Google Analytics landing page is and how you can use it to improve your B2B website’s performance today.
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So what exactly is a landing page?
The term landing page can mean different things depending on who you ask.
A Google Ads expert will tell you it is the page where users land when they click an advertisement. A funnel builder will define it as the page where users submit their email addresses in exchange for a free product.
However, in the context of Google Analytics, a landing page is the page of your website that users first interact with — that is, where they “land”.
It can also be defined as the page where a user initiates a session on your website. A session is a time when a user is active on your website. It starts when a user first interacts with a tracked element on a web page, such as a button or the page itself.
The landing pages report in Google Analytics
In Google Analytics, you can view a report on the performance of your website’s landing pages. This report ranks landing page data based on various performance metrics, such as the number of sessions and revenue generated. There are actually two such reports:
- Behaviour (Site Content) Landing Pages: This provides information about how people engage with your site (e.g. sessions, % new sessions, etc.)
- Acquisition (Search Console) Landing Pages: This provides acquisition information about search results (e.g. impressions, search clicks, CTR, etc.) and is pulled from Google Search Console.
This article will focus on the first type of report, which, unlike the second one, carries data from all sources, not just search. For the purpose of demonstration, we shall use the Landing Pages report for the Google Merchandise Store, which can be found in the Google Analytics demo account.
By default, the Landing Pages report in Google Analytics is a table displaying 10 of your website’s most popular landing pages, ranked by the number of sessions. It then provides critical metrics pulled in from three other reports — Acquisition, behaviour, and Conversion. Let’s look at these in detail.
Category 1: Landing page acquisition metrics
The Acquisition metrics provide data about how users arrive on your website or mobile app. Those critical metrics include:
- Sessions: a session is a time in which a user is actively engaged with your website, app, etc. This metric holds the total number of sessions initiated on that landing page within the specified date range.
- % New Sessions: An estimate of the percentage of first-time visits. This number tells you what percentage of sessions of a particular landing page were from users visiting the website for the first time.
- New Users: The number of first-time users during the selected date range. This is basically the value you get when you multiply (% New Sessions) by (Sessions).
Category 2: Landing page behaviour metrics
Behaviour metrics provide details on how users behave while using your website. Critical behaviour metrics include:
- Bounce Rate: The percentage of sessions where a user viewed a single page and left without performing any other action.
- Pages Per Session: This is the average number of pages viewed by a user after arriving on your website through that specific landing page.
- Average Session Duration: This is the average length of a user’s session when entering the website through that specific landing page.
Category 3: Landing page conversion metrics
Conversion metrics can either be viewed against set goals or eCommerce tracking, or both — depending on what is most relevant to your business. eCommerce tracking focuses on transactions and revenue, whereas goal completion is judged based on selected goals, e.g. filling out a form.
You can then view their aggregate performance with goals by selecting “All Goals”. You can also view the individual page performance of each goal by selecting a specific goal from the dropdown menu.
- Goal Conversion Rate: For all users who came through a specific landing page, this is the percentage that performed an action you had set as a goal.
- Goal Completions: The total number of goal conversions achieved by users who arrived through that specific landing page.
- Goal Value: This is the total value produced by goal conversions for a particular landing page. This value is calculated by multiplying the number of goal conversions of the landing page by the value you assigned to each goal.
For eCommerce conversion metrics, Goal Conversion Rate is referred to as eCommerce Conversion Rate, which is the percentage of sessions from a specific landing page that resulted in an eCommerce transaction. Goal Completions are referred to as Transactions, the total number of completed purchases on your site. And Goal Value is referred to as Revenue, which is the total revenue from web eCommerce or in-app transactions.
Gaining insights from the landing page report
By combining segmentation, table searching, and table sorting, you can discover details about customer behaviour and then use this information to formulate highly-targeted marketing campaigns.
The landing page report can help you answer questions like:
Which pages are the most popular entry points to your website? And how do users act on these pages?
- How to do this: When the landing page report is sorted by the number of sessions from highest to lowest, you can find which pages are your website’s most popular entry point.
- What to look out for: You should check the bounce rate of these pages. Landing pages with high traffic but abnormally high bounce rate would indicate that the content on those pages is not relevant to your users.
- What you should do next: A common cause of a high bounce rate is misleading links, where the content promised on a headline or a link is not what someone finds when they click through to the said page. To avoid a high bounce rate on your landing pages, make sure the content they contain is reflective of the links to it and relevant to the point in the customer journey that your visitors are in.
How is each landing page contributing to the achievement of your website goals?
- How to do this: If you target specific goals, you can sort the table by goal completion rate and then review the pages on a goal-specific basis or across all goals. If you have set up eCommerce goals, you can sort the table by revenue to see which landing pages contribute the most sales.
- What to look out for: You want to look at conversion rates, and compare that with the total. For example, if you have a page that’s driving a high percentage of your total conversions, but has a low conversion rate, it’s ideal for optimisation.
What you should do next: Optimising your conversion rate is an iterative process, but you can follow some good basic rules to simplify it. You need to make sure that the value proposition is clear, that it speaks to the right audience, and that the conversion process is easy.
How do different segments of your audience behave?
Segments are subsets of your website visitors that share specific characteristics. An example of a segment is ‘users who visited the blog page’. You can use segments that are already available, called system segments, or you can create custom segments.
- How to do this: By applying either system segments or custom segments to your landing page report, you can study the behaviour of a particular group within your audience.
- What to look out for: You want to look for patterns between segments and behaviours. For example, the segment ‘Made a Purchase’ includes only the website visitors that bought something. By analyzing the landing pages report for this segment, you can determine which pages you need to send traffic to if you want more sales.
- What you should do next: Use the patterns you identify to think about conversion rate optimisation strategies, remarketing, and the type of language you use on different pages.
Using advanced filters for deeper insights
Advanced filters allow you to analyse landing page metrics even further. One of the most powerful types of filters available are secondary dimensions. Examples of secondary dimensions are the time of day, campaign, page, and device category. For example, you might want to use a secondary dimension such as Source/Medium. This dimension lets you know the channels users are coming into your landing pages.
Source indicates the origin of your traffic. Such as a search engine (for example, Google) or a domain (example.com), while Medium indicates the general category of the source, for example, organic search (organic) or cost-per-click paid search (CPC).
Once you identify the Source and Medium that are most valuable to your business, you can invest resources to maximize their output. For instance, if you find that email is the medium through which your landing pages produce 80% of goal conversions, it may be wise to focus most of your efforts on email marketing.
The combinations you can create with these filters are endless, and once you get the hang of things, you can use them to get critical data.
Collect, organize, analyze, repeat
The British physicist William Thomson Kelvin once said, “What is not defined cannot be measured. What is not measured, cannot be improved. What is not improved, is always degraded”. To successfully use Google Analytics in your marketing efforts, you have to collect valuable data, create reports from that data, analyse the reports, and then use your analysis to develop creative strategies and solutions.
Do this often, and marketing will no longer be a hit and miss game for your company. If you want help mastering this yourself, or applying it to a B2B context, get in touch and discuss how Gripped can help you achieve your goals.
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