In the previous blog post, how to improve your landing pages using Google Analytics, we started analysis what makes a good landing page. Some of the ideas were related to call to actions. Your landing page must have a call to action (CTA) correlated with the marketing campaign and the full content of the page.
Clear and unambiguous CTA(s)
If you are offering app access, go with "Get Started" or "Create account" and don't say “Get your free ebook” or “go” or “submit”. Say short and clear what you want them to do. Don't mislead the users and don't use fancy words.
When you're choosing the CTA for your landing page you should consider these three:
- what you say
- how your customer will interact with it
- where to place it
What to say is the wording. If you want the customer to subscribe to the newsletter say "subscribe to the newsletter", if you want them to buy say "buy", if you want them to call say "call". Keep it short and clear.
- If the customer needs to subscribe you need to provide them with the field were to add their email address;
- If you want them to call you then you should use a dial function for mobile users or show the number for the desktop users;
- If you want them to buy then the press of the button should redirect them to a page where they can choose the option for delivery and payment.
Where to place the call to action in your landing page is simple - where the customers will see it first.
I presume you already have event tracking, in place (if no, find out how to set up in this blog post: Set up event tracking in GTM ). Based on some numbers from Google Analytics, let's see how good and bad engagement looks like for a landing page.
Find out the level of engagement with the page
Bounce rate: This will show you the number of people that entered this page and left without taking any other action (like seeing the second page or clicking on the call to action). The bounce rate will tell you how your whole landing page is engaging with the audience.
In the example above, the landing page, /find-more has a bounce rate of 98,8%. This is very bad!
On the other side, we have the landing page apps.shopify.littledata with 0% bounce rate. This is the holy grail of landing pages. These means that from an engagement point of view your landing page is perfect.
As a rule: You should aim for at least the same bounce rate as you have on the entire website as a medium.
Find out if your call to action performed
Method 1 - Deducting from landing page report
Go into Google Analytics -> in the search bar search landing page -> Choose Site content - Landing pages. Click on your landing page name and now add a second dimension: Second page. Find the link where your call to action redirects and analyse all elements in this report.
If you don't have events in place, you will still be able to see how your traffic is clicking through the links on your landing page. If your landing page has more than 1 action then you can add a second dimension on the landing page report and see what was the second page they visited.
In the example above, the call-to-action redirected them to the apps.shopify.com/littledata. From the numbers of sessions, we can see that only 10% of the users clicked the call-to-action button. 89% of the people wanted to find more about the product before purchasing.
This is the example of bad engagement. The fact that 89% of the people wanted to find more means that we need to provide more details on the landing page and maybe have a clearer call-to-action.
Method 2 - Deducting from Top Events report
For this, go to Google Analytics and search for Top Events and add a second dimension to the report "Page".
You can also build a custom report so you see the number of people that saw the page and the number of people that took the call-to-action.
Have any questions? Comment below or get in touch!