How can you measure the performance of a landing page?

Measuring the performance of a landing page effectively requires a focus on user engagement and conversion outcomes. Analyzing metrics such as conversion rate, bounce rate, and average session duration provides valuable insights into how visitors interact with the landing page.

The conversion rate indicates the percentage of visitors who complete a desired action, such as filling out a form or making a purchase, which directly reflects the page’s effectiveness in achieving its goal. The bounce rate, which measures the percentage of visitors who leave the site after viewing only the landing page, helps to assess whether the content is engaging enough to keep users interested. Average session duration gives insight into how long users stay engaged with the page, indicating its relevance and value to visitors.

In contrast, focusing solely on keyword rankings does not account for how users interact with the landing page after arriving, and using just total page views fails to provide context regarding user engagement or goal completions. Moreover, comparing the landing page traffic to the home page does not provide a comprehensive evaluation of the landing page's performance; it overlooks specific metrics that indicate user behavior and interactions on that particular page. Therefore, the combination of conversion rate, bounce rate, and average session duration is the most effective way to measure landing page performance.