Analytics: What Do You Track In Single Landing Page Promotions?
A lot of advertising promotions are based on a single landing page with a clear action such as:
- a "squeeze" to some kind of "express interest" signup
- a newsletter subscription
- an actual "buy now" checkout
- a "pre-order now"
- a B2B style "fill in your profile so our salesperson can phone you, in order to receive a white paper full of Gartner jargon"
- a B2C style "win a free iPad" competition
When you design this promotion, what are you tracking? It might not fit in with your normal website template, analytics, or team responsibilities.
Furthermore, if this is an important promotion project, you might want to track and report different or more detailed KPIs from your normal company web data.
So here are ten suggestions for things you can track even on a simple 1-pager squeeze/form/competition page:
10 Things To Track In Simple Landing Pages
1. Segment by Acquisition Channel
Track incoming traffic (and the conversion points noted below) according to acquisition channel (i.e. by default in GA: Direct, Display, Paid Search, Social, Organic Search, Email, Referral).
2. Usefully distinguish different advertising campaigns
Secondly if you are using different advertising tactics, use UTM tags in your incoming links to name the Campaign meaningfully. This way you can find out which campaign worked better, for all the metrics you are tracking, and even drill down under each campaign to separate between different ad creative (or audiences - important in social media and Display).
3. Segment by device type
Above you are creating segments to measure conversion by acquisition channel. Similarly you could segment your users by device type, i.e. on the top level Desktop vs Tablet vs Mobile. That would be important if you were studying usability of your interface for mobile users in order to create improvements in future versions.
4. Track events for content consumption if that's an expected action
Within the landing page, if there is something see or do, you could track that. For example a video view or scrolling down to a certain point, if it is a long landing page.
5. Track time on page
Similar to the above, if your landing page is just one page then you have no "bounce rate" because all non-converters, whether interested or not, are single page sessions. If you wanted to distinguish "engaged" sessions from quick bounces you could set up time-on-page tracking. We recommend the minimalist (and free) Riveted.js which works straightforwardly with GA.
At KnowledgePower we prefer to have a way to track engaged sessions differently from general sessions, because it leads to a more predictable and meaningful conversion rate going into the funnel.
6. Track form submit separately from success page
Track the click to submit the form. One thing this can show you is if people click the submit but never reach the success page, i.e. something went wrong. Which might be form validation: you can track form validation errors but only worth it if that is something being studied in depth.
7. Track people beginning the form even if they didn't complete it
Depending on what the form is, you could track if someone started the form as an "entered funnel" action. Then you could calculate how many people got that far but abandoned the form. Probably you only care if your form is complicated. Or it could be a substitute for (5) time on page as an engagement signal.
8. Define the main conversion!
Usually, just track the pageview of the success page as the main conversion goal. But you may want to consider how to separate unique vs duplicate submissions.
9. Are all form submissions the same?
Post variables to the success page if there are significant choices in the competition form. e.g. success.html?choice=RedTShirt vs success.html?choice=BlueTShirt
This is particularly relevant if the success page changes dynamically based on what someone submitted. i.e. getting closer to being a mini checkout.
10. The success page is NOT the end...
Track navigation out from the success page assuming that you are doing something with those eyeballs.
Having paid to acquire traffic, and proven a visitor as engaged by converting them through the form, it is a very important marketing question what you want to try to get the person to do next from that success page.
Contrast that to the way most success pages in most websites are designed basically as "k bye".
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