How to Find Your Highest-Converting Landing Pages [VIDEO]

How to Find Your Highest-Converting Landing Pages [VIDEO]

The following video will show you how to find your top converting landing pages in Google Analytics. After just 2 minutes and 30 seconds, you will learn how to identify your most valuable pages, so you can find out what they are doing right and then take the next step in driving more traffic to those pages.

How to Find Your Top Converting Landing Pages in Google Analytics

Transcript:

Hey everyone! Today I’m going to show you how to find your highest converting landing pages, so you can drive more traffic to those pages and increase your conversions.

A landing page is the first page someone sees when they visit your site, and the conversion rate is the percentage of visitors who complete a goal. Today our goal is to identify what pages are driving traffic to your site and then converting those visitors. Once we find our highest-converting pages, we should focus on driving more traffic to those pages.

When you log in to analytics, you’ll be presented with this homepage dashboard, but we want to look at the Landing Page report and we can get there by clicking Behavior, then Site Content, then Landing Pages.

On the left-hand side of the table, you will see the page and to the right, you will see all the corresponding metrics.

We want to get a decent sized data set to find our highest converting landing pages, so let’s change the date range to the last 12 months. We can do this by updating the date drop-down in the upper right-hand corner.

Now, on the right-hand side of the table, you will see a drop-down where you can select your goal. Choose the goal that you want to analyze.

Once you’ve selected your goal, we want to sort this table by conversion rate, so click the Conversion Rate column title. You’ll probably see some pages that have a 100% conversion rate. You may even see some pages with really low sessions, that’s because we’re using the Default sorting option and not the Weighted option. The Default sorting option includes all pages, including those with just 1 or 2 sessions, while the Weighted option sorts the data in order of importance, so those pages with 1 or 2 sessions aren’t at the top.

This page with X% conversion rate stands out, as well as this one with a Y% conversion rate. Now, try this with your site. Do any pages stand out? Are you surprised to see some pages here? Are there pages you would expect to see, but aren’t? Now take action and drive more traffic to these pages and spend some time figuring out why these pages convert so well!

And that’s how you find your highest converting landing pages.

Frequently Asked Questions

What is a landing page?

A landing page is the first page a user sees when they visit your site. For lack of a better term, it is the page they “land” on when they get to your site.

What is a conversion rate?

A conversion rate is the percentage of users who complete a goal or action. For example, if 100 people visited your website and 5 of them completed your desired goal, then your conversion rate would be 5%.

What's the difference between a 'Landing Page' and a 'Page' in Google Analytics?

Landing Page and a Page are both dimensions in Google Analytics, meaning they are the primary item you’re looking at and they have corresponding metrics. A dimension sits on the left side of the table, while the metrics are on the right-hand side. What makes them different is that the Landing Page dimension is the first page a user sees when they visit your site (they landed on that page), while the Page dimension is any page that a user saw in their session, but it didn’t have to be the first, it could have been the second, third, or even twentieth page. This is important to remember when comparing pageviews and sessions of the same URL because pageviews are a Page metric (viewed the page) and sessions are a Landing Page metric (the first page the user saw).

How do I improve my landing pages to increase their conversion rate?

This is a difficult question without seeing your specific landing page, but there are a few general things that will help. First, make sure your page has a prominent call-to-action that stands out. Within 5 seconds of visiting your page, I should know what you want me to do. Second, make your page simple. If you confuse your users, you will lose. Finally, if your page is really long, make sure you have calls-to-action throughout the content, especially at the top. If you don’t have scroll depth tracking enabled, you may be surprised to find that a very small percentage of users are actually reading all of your content. If you’ve done all of the above, then read more about conversion rate optimization (and see how we can increase your conversions by more than 58%).

What's the difference between the default and weighted sort types?

The default sort type uses an absolute sorting, meaning it sorts the values by the actual number, regardless of the size of the dataset. This isn’t very useful when analyzing data because of flukes. Using the default sort type, if a page had 1 session and 1 conversion, you will see a 100% conversion rate, but it’s extremely unlikely you will still have a 100% conversion rate if you get 200 users to that page, which makes the default sort type misleading. A weighted sort type looks at the size of the dataset and sorts the data accordingly, so those pages with 1 or 2 sessions are unlikely to be at the top. You can also only use the weighted sort type with percentages because any values (like conversions) can only be sorted by absolute values.

I don’t have any goals setup in Google Analytics. Can I analyze conversion rates without goals? How do I set up goals?

You cannot analyze conversion rates in Google Analytics without goals set up, but lucky for you, setting up goals is simple and necessary for any website (if you don’t think your website has a measurable goal, let’s talk). Check out this blog post for an in-depth guide to creating goals in Google Analytics.

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Stephen Roda
stephenr@verticalmeasures.com

Stephen is a Digital Analyst with a love for technology and online marketing. His role is to oversee reporting and analysis to make sure that our services are having the largest, positive effect for our clients. He is eager to find creative solutions to complex problems and claims to have seen the entire Internet once, maybe twice.