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The data behind a landing page that converts.
What to measure on a landing page, and what to change when the numbers are low.
Three numbers to watch
You don't need a dashboard full of charts. Start with three numbers.
- How many people scroll past the first screen.
- How many click the main button.
- How many finish the form or checkout.
Reading the drop-offs
If people leave before scrolling, the headline or the speed is the problem. If they scroll but don't click, the offer is unclear. If they click but don't finish, the form is too long or asks too early.
One change at a time
Pick the biggest drop-off and change one thing there. Wait for enough visitors to be sure, then move to the next. It is slower than a full redesign, but you will know exactly what worked.
Key takeaway
Find the biggest drop-off, fix one thing, measure again. Repeat.