How to optimize your Landing pages

Set up

If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started. 

Mappings

• Create a general mapping that includes your main landing pages (Category page, Homepage, Product page ). If you are analyzing a landing page during a specific campaign, make sure to separate these landing pages as well (e.g., Black Friday page, Sales page etc.)
• If you don't have an integration with an analytics tool to directly import acquisition segments, create a traffic acquisition mapping that includes the acquisition sources driving traffic to your landing pages. Read ‘How to make an acquisition mapping’ 
  

Goals & Key Events

• View the landing page
• View each relevant traffic source. For this, create a ‘View’ behavior on the relevant pages of your ‘Traffic sources’ mapping
• Reach campaign’s objectives. Ex. goals: "Viewed Facebook campaign" and "Clicked Recommended Categories"

Segments

• Landed on the landing page of your campaign
• Segments for each of your relevant traffic sources

Step-by-Step

Monitor the global performance of the traffic sources

1. Open Dashboards, open/create your custom Dashboards for Acquisition Channels. Analyze the following metrics:

• Bounce Rates by Channel

• Conversion Rate by Channel. Select the goal of your campaign as the conversion goal. Check the % of visitors reaching your campaign’s goal. Check the evolution of the conversion rate on this objective over time throughout the campaign duration.

• Number of Visits by Channel

• Views/Visit by Channel

2. Set up AI Alerts for each traffic source, to receive alerts if KPIs change. For example:

• Bounce rate for each source
• Conversion rate for each source
• Click rate for add to bag (or any other key CTA)
• Session time

Analyze the retention performance of the landing page

1. If you haven't created a dashboard, easily set one up using built-in templates. Navigate to Dashboards and begin with the 'Site overview' template for automatic population of your key metrics.

Learn how to create your first Dashboards and analyze your data using the Site Overview dashboard template.

2. Open your Analysis context and compare the segments “Reach product & click cross-sell” and “Reach product and don’t click cross-sell”.

3. Update the line chart that shows the Number of sessions/Conversion rate by incorporating Conversion rate by goal as a metric. Select the goal of your campaign as the conversion goal.

Look at the following:

• Look at the bounce rate of your 'Landed on the Landing Page'
• Look at the conversation rate of your 'Landed on the Landing Page' segment.
• Look at the visit duration and number of pages viewed for the Landed on the Landing Page + Non Bounce segment.

4. Open Journey analysis, and set apply the segment 'Landed on the Landing Page'  & ‘Non-bouncers’ in the Analysis context and analyze the following metrics:

• Most common paths after visiting the Landing page. Was their navigation showing some interest for your key pages such as product pages, list pages, etc? Are bouncers encountering more pages like 'Out-of-stock' pages, indicating a need to optimize notifications regarding stock availability?

5. While still in Journey analysis, in a Comparison mode in the Analysis context compare users from that channel who made a transaction vs those who didn't. Look at the following:

• Most common paths after visiting the Landing page and the journeys after the main Landing page. Compare how the landing pages perform for each segment. Are there any observable differences between the two segments? Are the buyers experiencing smooth journeys, are they adding directly something to their carts or are they going through multiple category pages before finding the right product?

6. Open Page comparator, in a comparison mode in the Analysis context apply the 2 segments: 'Landed on the LP+Non Bouncers' and 'Landed on the LP+Bouncers'. Analyze the following metrics:

1. Check the time spent, activity rate, and scroll rate. How did bouncers interact with the page, compared to non-bouncers? Are they spending more or less time on the page? Are they scrolling more and are actively engaging with the content?

7. Open Zoning analysis, and set your Analysis context. Toggle on Comparison mode and compare your two segments: Landed on the LP+Non Bouncers and Landed on the LP+Bouncers. Analyze the following metrics:

• Check the activity rate and scroll rate. How did bouncers interact with the page, compared to non-bouncers? Are they scrolling more or less? Are they spending time actively engaging with the page and looking for the right information?
• Check the exposure rate and float time. How did these 2 segments scroll? Are the bouncers getting exposed to the key information and CTAs on the page?
• Check the click rate, hover rate and engagement rate. What did non-bouncers do? Did they engage more with your content? Do they hover over the campaign banner without clicking through.

Take action

• If the most engaging elements have low exposure rate, consider applying a cut-off design to encourage scrolling or re-arrange the content to give more exposure to higher-performing elements.

• If you observe a high number of bouncers landing on 'out-of-stock' product pages, consider adding a "be notified" CTA on the Product page.

• If you receive an alert indicating an increased bounce rate on any of the key landing pages, try redirecting the traffic to one of the higher-performing landing pages.

• If the CTAs generate hesitation suggesting that content's value proposition is unclear, consider changing the wording of the CTAs, banners, etc.

Go further

Take the Evaluating Acquisition Segments' Performance CS University Course