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Key CRO Metrics to Analyze for Successful Landing Pages

In order to have a successful CRO program, you need to focus in on the data behind your landing pages. However, you might find yourself logging into Google Analytics with your heart rate at 250 because you know there are a million metrics you could be analyzing. Which ones do you need to spend your time on?

In this new live webinar, Hanapin Marketing’s CRO Manager Samantha Kerr will help you narrow down your focus. She’ll walk you through the key metrics she analyzes when creating landing page optimizations.

You’ll learn tips like:

Why bounce rate is important to analyze and what it means for your site
Why it’s important to look at the engagement metrics for specific users
On which areas of your site you should focus your optimizations

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Key CRO Metrics to Analyze for Successful Landing Pages

  1. 1. Key CRO Metrics to Analyze for Successful Landing Pages SAMANTHA KERR
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Samantha is a Sr. CRO Manager at Hanapin Marketing, the agency behind PPC Hero. With 2.5 years at Hanapin Marketing under her belt, Samantha has developed a passion for landing page testing and everything CRO. SAMANTHA KERR Sr. CRO Manager, Hanapin Marketing @Samantha__Kerr Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen
  4. 4. @HanapinMarketing #KissWebinar @Samantha__Kerr
  5. 5. 1 Introduction TABLE OF CONTENTS Demographics & Gender New vs. Returning Device 2 Users 3 Page Speed 4 Landing Pages Why do we need analytics? Metrics
  7. 7. Introduction WHY SHOULD YOU USE ANALYTICS?
  8. 8. WHY IS ANALYTICS IMPORTANT? Analytics data gives us a foundation, a starting point. Rather than testing in the dark, we’ll learn who our users are and where we should focus our landing page optimizations.
  9. 9. METRICS What metrics do we look at? •  Bounce Rate •  Exit Rate •  Avg. Time on Page •  Pages/Session •  Session Duration •  Conv. Rate Bounce rate is the percentage of single-page sessions while exit rate is the percentage of all pageviews to the page that were last in the session. These metrics provide insight into the overall engagement with the site.
  11. 11. FIND OUT WHO YOUR AUDIENCE IS Ensure you’re targeting the appropriate users when creating optimizations. •  Do your age and gender demographics align with what the client sees? •  Do your new and returning users have appropriate levels of engagement with the site? •  Is your site mobile friendly and should you create mobile specific optimizations?
  12. 12. DEMOGRAPHICS Be sure to highlight and discuss any stand out metrics. Higher engagement and conversion rates for our smallest portion of traffic was a large discussion topic for us. Age Sessions Bounce Rate Pages/ Session Avg. Session Duration Goal Conv. Rate 45-54 34,507 (23.80%) 51.68% 2.72 00:01:51 0.51% 55-64 33,557 (23.14%) 49.91% 2.66 00:01:41 0.41% 35-44 33,111 (22.84%) 53.32% 2.69 00:01:57 0.58% 25-34 22,720 (15.67%) 54.77% 2.66 00:02:01 0.60% 65+ 14,819 (10.22%) 51.60% 2.58 00:01:44 0.26% 18-24 6,281 (4.33%) 56.85% 2.59 00:02:10 0.76%
  13. 13. NEW VS. RETURNING USERS It’s great to see more engagement from returning users. If users are returning, there’s something that encouraged them to come back, so we can assume they have a desired goal or path in mind. Visitors Sessions Bounce Rate Pages/ Session Avg. Session Duration Goal Conv. Rate New 154,849 (72.04%) 53.53% 2.52 00:01:29 0.15% Returning 60,091 (27.96%) 51.68% 2.88 00:02:53 1.68%
  14. 14. DEVICE SEGMENTATION It’s expected that mobile devices will have less engagement overall in addition to a lower conversion rate. Be sure you’re analyzing the mobile landing pages to determine any red flags that could be contributing to these high bounce rates and low conversion rates. Visitors Sessions Bounce Rate Pages/ Session Avg. Session Duration Goal Conv. Rate Mobile 105,761 (49.20%) 60.61% 2.10 00:01:08 0.10% Desktop 74,897 (34.85%) 42.84% 3.40 00:02:58 1.39%
  15. 15. OPERATING SYSTEM In certain cases where we see high traffic from mobile devices, it may be important to determine what operating systems your customers are using. This information will help you learn even more about your users and be able to target them appropriately. Device Sessions Bounce Rate Exit Rate Avg. Time on Page Avg. Session Duration Pages/ Session Mobile 7,011 (73.00%) 51.16% 66.87 % 00:02:43 00:01:2 9 1.54 Desktop 1,766 (18.39%) 65.57% 72.26 % 00:03:53 00:01:2 0 1.38 Tablet 827 (8.61%) 46.55% 66.57 % 00:02:52 00:01:2 1 1.54 OS Sessions Bounce Rate Exit Rate Avg. Time on Page Avg. Session Duration Pages/ Session Android 5,630 (60.37%) 47.05% 68.00% 00:02:43 00:01:26 1.52 iOS 2,041 (21.89%) 64.77% 67.37% 00:02:44 00:01:20 1.41 Windows 1,655 (17.75%) 56.68% 62.87% 00:01:41 00:00:58 1.70
  17. 17. WHY IS PAGE SPEED IMPORTANT? •  Fast-loading sites have a better user experience, higher conversions, more engagement and even higher search rankings. •  8% of people cite slow loading pages as a key reason for abandoning their purchase.
  18. 18. WHAT TO LOOK FOR IN GA •  Avg. Page Load Time: How many seconds it takes that page to load including network and server time and browser time •  Avg. Document Interactive Time: How many seconds until the page is usable •  Look for individual red flags, high traffic pages and pages that are part of your sales funnel
  19. 19. PAGE SPEED SUGGESTIONS •  Google PageSpeed Insights will give mostly front-end issues and suggestions. •  Think with Google also provides a page speed score along with mobile friendliness.
  21. 21. LANDING PAGES BY CHANNEL The channels report will allow you to drill down to specific pages. Here you can find some of your desired metrics: bounce rate, pages/ session, avg. session duration and conv. rate.
  22. 22. FINDING KEY LANDING PAGES You can also find these metrics by viewing “All pages” or “Landing Pages” within the Behavior menu. “All Pages” will give you the additional metrics: Avg. Time on Page and Exit rate.
  23. 23. What comes next? WHERE DO WE GO FROM HERE?
  24. 24. ANALYZING THE DATA To know what optimizations you need to make, you need to determine the problem. For example, we see that the mobile conversion rate, as well as overall engagement is significantly lower for mobile devices. How do we determine why this is a problem? Device Bounce Rate Exit Rate Avg. Time on Page Avg. Session Duration Pages/ Session Conv. Rate Desktop 23.35% 30.40% 00:00:54 00:04:17 4.71 2.21% Mobile 38.75% 40.31% 00:00:36 00:01:29 2.89 .16%
  25. 25. ANALYZING THE DATA We saw the gallery on this ecommerce site was within the top 5 pages visited by our paid search traffic. By performing additional analyses, you’ll gain more insights regarding findings from your analytics data. Bounce Rate Exit Rate Avg. Time on Page Avg. Session Duration Pages/ Session Conv. Rate 63.93% 34.33% 00:00:49 00:01:40 2.56 0.00%
  26. 26. ANALYZING THE DATA Analytics lays the groundwork for landing page testing. Additional analyses acts as building blocks to determine your overall takeaways and optimizations.
  27. 27. Find the problem. Hypothesize a solution. Test the hypothesis.
  28. 28. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  29. 29. Questions? THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen SAMANTHA KERR Sr. CRO Manager, Hanapin Marketing @Samantha__Kerr