How to Measure The Effectiveness of eCommerce Landing Pages?

One reason that makes a landing page critical to your organic and paid campaign’s success is that it contains conversion targeted metrics that you can measure. Certainly, a homepage offers a lot of metrics to measure, but it also has so many links and distractions which add many layers that cover what really works and what really needs to be improved.

Without further ado, here are the most important conversion-centered metrics that you can closely measure in order to evaluate the effectiveness of your landing pages.

1. Bounce rate

Filter the bounce rate by campaign or source. You may see ads that drive a load of traffic but with high bounce rate. If the bounce rate is high, it usually means visitors can’t find what they expected, the content isn’t compelling or there isn’t a strong call to action to lead them further down to another page.

2. Conversion Rate

This is the rate of unique visits/conversions. Remember that a completed conversion isn’t necessarily the hit of a purchase. You need to decide what the goal of the landing page is and use that as the benchmark to measure the conversion rate.

3. Unique Visitors

Unique visitors indicates how effective the campaign is at driving traffic. It doesn’t tell you how effective your landing page is. Just because you have a lot of traffic, doesn’t mean it is the quality traffic, and you may need to refine your campaign copy.

4. Duration

This is a simple metric to measure. In general, longer visit time indicates that your website is full of engaging content. While it might not directly drive conversion, but you have more chances to convert visitors when they stay for longer.