Optimizing Landing Pages, Conversions, and Web Analytics

Landing Page Fundamentals

Types of Landing Pages

Common types include:

• Subscription
• Long-copy
• Single-product
• Multi-product
• Lead-generation

Note: A/B testing should be performed to test different page variations.

Essential Landing Page Elements

• Navigation: Keep it minimal or remove it to maintain focus.
• Colors: Use colors strategically to guide attention.
• Buttons: Design clear Call-to-Action (CTA) buttons.
• Images: Use professional photos and great design.
• Trust Symbols: Include guarantees, testimonials, security badges, etc.
• Forms: Remove unnecessary fields, use a clear CTA, and make the submission button stand out.
• Phone Numbers: Provide contact options if relevant.

Conversion Rate Optimization (CRO)

Optimization Factors

Consider these elements to improve conversions:

• Discounts
• Promotions
• Limited-time sales
• New product highlights
• Shipping offers

User Experience (UX) Tests

UX tests help ensure the site is easy to use and provides a seamless experience. One way of testing is by using a focus group.

Key takeaway: Your website needs to be as easy to navigate and use as possible.

Understanding Web Analytics

How Analytics Works

1. A user goes to a URL.
2. The server receives the request, loads data, and passes information to the data center (analytics system).
3. The data center stores the current request and others.
4. The analytics package aggregates and organizes the data.

Supplemental Information Collected

• ID of Requester
• Timing of Request
• Navigation Source (how the user arrived)
• Technical Info (browser, device, OS)
• Geography

Organizing Analytics Data

Most analytics packages allow users to aggregate and organize data in several ways to find better insights.

Basic Analytics Metrics

• Pageview: A view of a page on your site.
• Visit (or Session): A group of interactions by one user within a given time frame.
• Visitor (or User): An individual who visits the site.
• Time on Page: The duration a visitor spends on a specific page.
• Entry: The first pageview of a visit.
• Exit: The last pageview of a visit.

Calculated Analytics Metrics

• Average Page Depth: Pageviews / Visits
• Average Visit Duration: Sum of time on page for every pageview in a visit.
• Session Bounce Rate: Percentage of all visits that consist of only one pageview.
• Page Bounce Rate: Percentage of visits starting on a specific page that consist of only that one pageview.
• Entrance Rate: Percentage of visits that began on a specific page.
• Exit Rate: Percentage of pageviews on a specific page that resulted in an exit.
• Unique Pageviews / Unique Visitors: Measures views or visitors counted only once, regardless of frequency.

Manual Metrics & Goals

These often require specific setup:

• Destination Goals: Tracking visits to a specific page (e.g., thank you page).
• Duration Goals: Tracking visits lasting longer than a set time.
• Pages/Screens per Session Goals: Tracking visits viewing more than a set number of pages.
• Event Tracking: Monitoring specific actions (e.g., button clicks, video plays).

After setup, we can track metrics like Revenue, Conversion Rate (CR), and Revenue per Visitor.

Channel and Audience Analysis

Analyzing Traffic Sources

Identify where visits originate:

• Organic Search
• Paid Search
• Display Ads
• Emails
• Social Media
• External Links (Referrals)
• Affiliate Links

Audience Segmentation

Divide data for deeper insights based on:

• Geography
• New vs. Returning Visitors
• Timing (Time of day, day of week)
• Browser
• Screen Size
• Device

Note: Last-click attribution is the most commonly used attribution model for search channels.

Email Marketing Metrics and Tips

Key Email Metrics

• Open Rate: ~20% average
• Click-Through Rate (CTR): ~3.5% average
• Conversion Rate (CR): ~3-5% average
• Average Order Value (AOV)
• List Churn Rate
• Hard Bounce: Email address is invalid or fake.
• Soft Bounce: Temporary issue, like a full inbox.
• Non-Open: Subscribers who received but didn't open the email.

Email Marketing Best Practices

• Use double opt-in confirmation for new subscribers.
• Always provide a clear unsubscribe link and honor requests promptly.

Social Media Concepts

Facebook EdgeRank Components

Factors influencing visibility in Facebook feeds:

1. Affinity Score: User's relationship with the content creator.
2. Edge Weight: Importance assigned to different interaction types (likes, comments, shares).
3. Time Decay: How recently the content was posted.

Common Facebook Marketing Goals

• Send people to your website
• Increase conversions
• Boost your posts for wider reach
• Increase Page Likes
• Drive App installs
• Increase engagement (likes, comments, shares)

Virality Formula Explained

X = Pf * N * Pv

Where:

• X = Number of additional views generated by sharing
• Pf = Percentage of viewers who forward or repost
• N = Number of people who see each forward/repost
• Pv = Percentage of people who view the forwarded/reposted content