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Topics: Inbound Marketing
Your landing pages: not always the first place a customer lands on your website, but the page they arrive at after clicking a call-to-action in an email, a blog post or on social media.
They are the gateway standing between a customer and a piece of downloadable content or other conversion tool. Usually, they contain a snappy but pithy headline, some persuasive copy, attractive image and a form for your visitors to fill out.
Seemingly, the most important part of the page is the form. This is what adds leads to your contact database, after all. But every part of a landing page is actually as crucial as the next. All of the elements have a job to do in encouraging people to input their details in return for whatever you’re offering. The entire landing page, then, is a lead generation tool and should be seen as such.
Optimising your landing pages is a long game, and should be based on the data you collect over time. As far as best practices go, though, here are some short-term landing page strategies:
Measuring the success of your landing pages in HubSpot is simple. From the Content drop down, select Landing Pages, then click on the Analyse tab.
In the Submissions tab, you will see list of your landing pages with Views, Submissions and Rate columns. Submissions refers to how many people that viewed the page went on to submit the form. Rate stands for conversion rate, and this is one of your most important metrics when it comes to optimisation, because it defines how successful your landing page is at converting your visitors into leads.
To be within the top 10% across industries, you’ll need to target consistent landing page conversion rates of 11.45% or higher. If your conversion rates are lower than this, you need to do more experimentation and analysis, and replicate the best practice tactics of your best performing landing pages.
If the views on a specific landing page are low, consider the reasons why. Do you need to direct more traffic sources to it? Is your blog post or email doing all it can to convince people to click through?
In the New contacts tab, there are Views, New contacts and Rate. New contacts are the people, from those who submitted the form, that weren’t previously part of your contact database. Rate stands for the conversion rate of views to new contacts.
Finally, the Customers tab shows the number of new customers each landing page generated for your business, and the conversion rate of views to customers.
For each tab, you can select the timeframe you want to analyse from this month, the previous month, the year to date, last year or a custom date range.
You can view more detailed information about the performance of a landing page and learn about ways to further optimise it by clicking on the name of an individual published landing page in your list. You will be taken to the Performance tab by default. Here you will be able to toggle between Views, Submissions, New Contacts, and Customers. Toggling between the different metrics will determine what is displayed in the sources graph at the bottom of the Performance tab.
The Optimisation tab gives you suggestions on how you can further optimise your current landing page.
HubSpot analytics update every one to three hours. To see the last time that analytics updated, navigate to Reports > Sources, and look to the bottom of the left-hand side menu for the last updated stamp.