Landing Page Best Practice: Visitors Are More Than a Collection of Data Points
(The following is an excerpt from DirectMarketingIQ's new report "Perfecting the Landing Page: The complete guide to landing page optimization, including: Best Practices for getting to know site visitors, avoiding landing page turnoffs, testing strategies, 4 Case Studies, and more!")
Bounce rate, unique visitors, conversion rates, user agent string, region, traffic source—all are important metrics to track and analyze as you embark on improving your landing page performance. However, if you place too much of an emphasis on these metrics, you may lose sight of what's really important.
When it comes to Web analysis, we all tend to talk about our "visitors" in the abstract. It's easy to start talking about visitors as though they are simply another set of Web stats.
How many unique visitors did we get this month? How many repeat visitors? What was the time spent? What was the bounce rate? What browser versions do the visitors use? What countries do they come from? What was the conversion rate?
Visitors become a set of data points, lumped in together with the rest of our Web stats. A number we report on along with entry and exit pages, number of page views and a plethora of other bits we use to keep our finger on the pulse of our site health.
That may work well when looking at the overall performance of a website—as to have a holistic view of your website, you have to look at your visitor data. But when it comes to individual landing pages, we have to break out of the habit of classifying visitors as just a collection of data.
There is one thing all your landing page visitors have in common: No matter where they come from, how long they stay or what browser they are using, you can be sure that ... (drum roll) ... your visitors are human. It's a human view of landing page visitors that lead to conversion success.