Paid Acquisition Week - Win #5

Find your winning landing page

Value:

In today’s win, you’ll learn how to analyze which landing page converts best, all the way to the end of the funnel. Directing more traffic to this page will drive more conversions.

We’re used to measuring landing pages according to their CTRs, meanings, and how many visitors click on the main CTAs. Today, we’re going to teach you how to easily (!) measure the impact of a certain landing pages further down the funnel—all the way to the final conversion. That’s the real metric you should be measuring.
To illustrate, consider two landing pages: one with little text (Landing Page #1) and another with lots of text and explanations about the product (Landing Page #2). Among visitors to Landing Page #1, 10% click the Sign Up button, while only 5% of visitors to Landing Page #2 click to sign up. Does that mean Landing Page #1 converts better? Not necessarily. One possibility is that, due to a lack of information, Landing Page #1 visitors tend to continue to the next step. Then, since they don’t really know what they’re signing up for, they end up quitting later on in the funnel. In contrast, Landing Page #2 visitors understand the value and continue all the way to the end of the funnel.
Here’s a 2-step process to show you how to analyze landing pages not by clicks on the page but by the key conversion.
Step 1:
In Oribi, build the main funnel to which your landing pages lead. 
There’s a good chance you’ve already built it. Start from the step visitors arrive at after the landing page. For example, if you lead them to sign up, the first step in the funnel should be the first step of the signup form.
Step 2:
Just above the funnel (in the Funnels section), click on View Breakdown and then By Entry Point. 
Oribi automatically creates a new set of funnels (based on the funnel you created) in which the first step of each funnel is a different landing page. That allows you to see the conversion rate for each page, along with how the page impacts every part of the funnel, all the way to the key conversion. 
Now you can direct more traffic to the landing pages that work best and try to understand why some landing pages have a high click-through rate but low conversions at the end of the funnel.

What’s next? 

Now that you know which landing page converts best, try to identify what it is about that page that produces good results. Is it the copy that leads visitors to convert? Or maybe the layout clearly directs users to the next step? Try modeling future landing pages after the best-converting one.