How to Measure The Effectiveness of eCommerce Landing Pages?

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How To Measure The Effectiveness of Ecommerce
Landing Pages?
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One reason that makes a landing page critical to
your organic and paid campaigns success is that
it contains conversion targeted metrics that you
can measure. Certainly, a homepage offers a lot
of metrics to measure, but it also has so many
links and distractions which add many layers that
cover what really works and what really needs to
be improved.
Without further ado, here are the most important
conversion-centered metrics that you can closely
measure in order to evaluate the effectiveness of
your landing pages.
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Bounce Rate
Filter the bounce rate by campaign or source. You
may see ads that drive a load of traffic but with
high bounce rate. If the bounce rate is high, it
usually means visitors cant find what they
expected, the content isnt compelling or there
isnt a strong call to action to lead them
further down to another page.
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Conversion Rate
This is the rate of unique visits/conversions.
Remember that a completed conversion isnt
necessarily the hit of a purchase. You need to
decide what the goal of the landing page is and
use that as the benchmark to measure the
conversion rate.
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Unique Visitors
Unique visitors indicates how effective the
campaign is at driving traffic. It doesnt tell
you how effective your landing page is. Just
because you have a lot of traffic, doesnt mean
it is the quality traffic, and you may need to
refine your campaign copy.
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Duration
This is a simple metric to measure. In general,
longer visit time indicates that your website is
full of engaging content. While it might not
directly drive conversion, but you have more
chances to convert visitors when they stay for
longer.
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