15 Essential Landing Page Analytics to Track for Clients

Landing pages are one of the most crucial components of digital marketing campaigns. They serve as the first impression for potential customers, enticing them to act—whether signing up for a newsletter, purchasing a product, or scheduling a consultation. But how do you know if a landing page is doing its job? That's where landing page analytics come into play.

This post will guide you through the key performance indicators (KPIs) and analytics that every marketer should track to measure the effectiveness of a landing page, how to convert those numbers into actionable strategies, and how to create client-friendly reports that make a lasting impression.

What Are Landing Page Analytics?

Landing page analytics are the data points that help assess how effectively a landing page performs. The goal is to monitor various metrics that indicate how users interact with the page, how well the page converts traffic into leads or customers, and whether adjustments are needed to improve performance.

From bounce rates to scroll depth, landing page analytics offer powerful insights to guide data-driven decisions. For digital marketers, having a clear understanding of these metrics is essential to fine-tuning campaigns and boosting client satisfaction.

15 Metrics Every Marketer Should Focus On

When analyzing landing pages, specific analytics stand out as essential for understanding page performance. Here’s an overview of 15 key metrics you should focus on while evaluating a client's landing page.

1. Conversion Rate

The conversion rate is perhaps the most critical metric in evaluating the success of a landing page. The average landing page conversion rate is 9.7%. It calculates the percentage of visitors who complete a desired action, such as signing up for a newsletter, making a purchase, or filling out a contact form.

This metric serves as a clear indicator of how effectively the page is engaging its audience and driving them toward the intended goal. A high conversion rate suggests that the page's design, messaging, and overall user experience resonate well with its target audience, while a low conversion rate may point to areas that need improvement, such as unclear call-to-action, slow page loading times, or irrelevant content. Tracking and optimizing the conversion rate is essential for maximizing the effectiveness of any marketing campaign.

2. Average Time Spent on Page

This metric measures how long visitors stay on a landing page, providing valuable insights into user behavior. A longer time spent on the page generally indicates a higher level of engagement and interest in the content, suggesting that the page is effectively capturing the audience's attention. Conversely, a shorter time might signal a lack of relevance, poor design, or uninteresting content, highlighting areas that might need improvement.

3. Traffic Sources

Understanding where your landing page visitors are coming from—whether it’s search engines, social media platforms, paid advertisements, or email campaigns—is crucial for tailoring your marketing efforts effectively. By analyzing traffic sources, you can identify which channels are driving the most engagement, optimize your strategies for better performance, and allocate your resources more efficiently to maximize your results.

4. Bounce Rate

The bounce rate represents the percentage of visitors who leave a landing page without interacting, clicking, or taking any further action. A typical landing page bounce rate benchmark is 60-90%. It essentially measures how well your page engages users upon arrival. 

A high bounce rate is often a red flag, indicating potential problems with usability, content relevancy, loading speed, or even the visual appeal of the page. It may suggest that the page isn’t meeting visitors’ expectations or providing what they’re looking for, making it an essential metric to monitor and improve.

Further Reading: 13 Tips to Reduce a Website's Bounce Rate and Increase Conversions

5. Scroll Depth

Scroll depth measures how far down a landing page users scroll, providing valuable insights into user engagement. It helps determine whether visitors are interacting with key sections of the page or skipping over important content. This metric is especially important for assessing whether critical information, such as product details or value propositions, and key call-to-action (CTA) elements are being seen. Over 90% of visitors who reported reading headlines also mentioned they read CTA copy. By analyzing scroll depth, you can optimize your page layout and ensure that essential content captures your audience’s attention.

6. Form Submission Rate

When your landing page includes a form, such as a lead capture form, its submission rate serves as a critical indicator of how compelling your offer, design, and overall user experience are. The average number of form fields is 11. However, reducing the number of form fields from 11 to 4 can lead to a 120% increase in conversions.

A high submission rate suggests that visitors find the content valuable and the process easy to complete, while a low rate may highlight issues with the form’s usability, the clarity of your message, or the appeal of your offer. Optimizing these elements can significantly improve conversions and help achieve your goals.

7. Click-Through Rate (CTR)

CTR, or Click-Through Rate, measures the percentage of visitors who click on specific Call-to-Actions (CTAs) on your website, emails, or ads. It’s a key metric for evaluating how well your content captures attention and drives engagement.

Tracking CTR allows you to understand the effectiveness of your hook, CTA copy, and overall messaging, helping you refine your strategy to better connect with your audience and encourage desired actions.

8. Mobile vs. Desktop Performance

With the rise of mobile usage, it’s essential to analyze how your landing page performs across different devices, especially smartphones and tablets. Only 50% of landing pages are optimized for mobile. A poorly optimized mobile page can result in slow loading times, difficult navigation, or misplaced elements, all of which can frustrate users and drive potential customers away.  Ensuring a seamless mobile experience is key to keeping visitors engaged and converting them into loyal customers.

9. Exit Rate

The exit rate reveals the percentage of visitors who leave your website from the landing page or a specific page they were viewing. Nearly half of all website visitors, approximately 48%, leave the primary landing page without engaging further or exploring any marketing materials. This metric is crucial for understanding user behavior, as it highlights where and when visitors are dropping off. By analyzing the exit rate, you can diagnose potential bottlenecks, such as confusing navigation, slow loading times, or unengaging content, and take steps to improve the overall user experience.

10. Heatmaps

Heatmaps visually showcase areas of high user interaction on a webpage, such as buttons, images, or links, by using color-coded representations. Warmer colors like red and orange indicate areas with the most engagement, while cooler colors like blue highlight less interaction. They are a powerful tool for understanding user behavior, helping identify whether visitors are engaging with or ignoring key elements. This insight can guide design improvements, optimize layouts, and enhance the overall user experience.

11. Engagement Rate

This metric encompasses several factors, including clicks, scrolls, and time spent on the page, offering a comprehensive view of how users engage with your content.

By analyzing these behaviors, you can gain valuable insights into overall user activity, helping to identify trends, optimize the user experience, and make data-driven improvements to your website or application. Based on available data, the average engagement rate for landing pages ranges from 1% to 3.5%. However, most experts agree that an engagement rate exceeding 3.5% is considered "good."

12. Cost-per-Click (CPC) vs. Cost-per-Acquisition (CPA)

For paid campaigns driving traffic to a landing page, CPC (Cost Per Click) and CPA (Cost Per Acquisition) are key metrics that indicate how efficiently your budget is being spent. CPC helps you understand how much you’re paying for each click, while CPA measures the cost of acquiring a customer or lead. To optimize your campaign, it’s important to balance these costs against the value of the conversions generated, ensuring that your spending aligns with your overall marketing goals and delivers a strong return on investment.

Further Reading: Smart Strategies to Slash Your CPC With Landing Page Optimization

13. Page Load Speed

Slow-loading landing pages frustrate users, leading them to abandon your site before even exploring it. A delay of just a few seconds can significantly increase bounce rates and hurt your conversions. A one-second delay in load time can lead to a 7% reduction in conversions. Regularly track your page load times and optimize for speed, aiming to keep your landing page load time under 3 seconds to maintain user satisfaction and engagement.

14. A/B Test Results

Running A/B tests for different page elements, such as headlines, images, or CTA buttons, allows you to gather valuable data on what resonates best with your audience. By comparing two or more variations of a specific element, you can identify which version drives higher engagement or conversions. To ensure accurate results, use reliable analytics platforms to measure the performance of each version, tracking metrics like click-through rates, time spent on the page, or conversion rates. 44% of companies use A/B or split testing software. This data-driven approach helps you optimize your content and improve overall user experience.

Take a look at the infographic below to discover the ideal landing page layout and learn how to design your landing page for maximum engagement and conversions.

Image Source: KlientBoost

15. Returning vs. New Visitors

Understanding the ratio of returning visitors versus new visitors can reveal valuable patterns in user behavior, offering insights into how well your website or platform is engaging its audience. A high number of returning visitors may indicate strong loyalty and satisfaction, while a larger percentage of new visitors suggests successful outreach or marketing efforts. This information can help refine retargeting strategies, improve user retention efforts, and optimize content to better serve both existing and potential users.

Transforming Landing Page Data Into Actionable Change

While tracking metrics is essential, the real value lies in interpreting and acting on the data. Here’s how you can turn analytical insights into strategies that optimize your landing page:

• Diagnose Issues: If your bounce rate is high, review whether your landing page messaging is resonating or if your design feels cluttered.
• Optimize User Experience: Improve form submissions by minimizing required fields or adding social proof like customer testimonials.
• Personalize Content: Use analytics like traffic sources and device types to personalize page content for your audience.

How DashClicks SEO Services Can Help in Landing Page Optimization?

DashClicks' SEO agency platform are designed to enhance the performance of your landing pages by driving organic traffic and improving visibility in search engine results. By employing advanced keyword research, on-page optimization techniques, and quality content creation strategies, DashClicks ensures that your landing pages are tailored to meet the needs of your target audience. This not only boosts your search rankings but also increases the likelihood of attracting high-intent visitors. 

Their team also focuses on technical SEO aspects, such as site speed, mobile friendliness, and structured data, to deliver a seamless user experience. With DashClicks' comprehensive approach to SEO, your landing pages can achieve better engagement, higher conversions, and sustained growth over time.

How To Build Tailored Landing Page Reports?

Creating detailed but digestible landing page reports for clients is essential for transparency and instilling confidence. Tools like DashClicks’ white label analytics software allow you to automate this process while offering customization options for in-depth tracking. Here's what you can do:

• Integrate Platforms: Combine data from multiple sources such as Google Analytics, Facebook Ads, or email platforms.
• Customize Visualization: Use graphs and tables to highlight trends, successes, and areas needing attention.
• Schedule Reports: Automate periodic reporting to save time and maintain consistent communication with your clients.

Best Practices for Creating Client-Impactful Reports

When presenting landing page metrics to clients, the way data is delivered can be just as important as the data itself. Effective reporting builds trust, aligns expectations, and proves your value as a digital marketer. By following these best practices, you can ensure your reports leave a lasting impact:

• ‍Know Your Audience: Tailor your report to your client’s level of technical expertise. Some clients may prefer a high-level summary focused on ROI and key takeaways, while others may want a detailed breakdown of individual metrics. Always align your report's depth and style with the client’s preferences.‍
• Focus on Relevant Metrics: Avoid overwhelming clients with unnecessary data. Highlight the metrics that directly tie to their goals, such as conversion rates, sales generated, or traffic growth. Keeping the focus on actionable insights ensures the report stays clear and meaningful.‍
• Provide Valuable Context: Numbers alone don't tell the whole story. Contextualize your data by explaining trends, patterns, and their implications. For example, if the bounce rate improved after tweaking the page design, highlight this connection to showcase your impact.‍
• Use Visuals Effectively: Graphs, charts, and heatmaps are powerful tools for illustrating data trends and comparisons. Visuals not only make the report visually appealing but also help clients quickly grasp key points without sifting through walls of text.‍
• Keep it Concise and Structured: Organize the report in a logical flow, starting with an executive summary of results followed by detailed analyses. Use headings, bullet points, and short paragraphs to make content easy to skim for busy clients.‍
• Offer Clear Recommendations: Wrap up each section or report with actionable suggestions based on the data. Whether it’s optimizing CTAs, redesigning for mobile, or reallocating ad spend, providing actionable next steps demonstrates your commitment to improvement.‍
• Automate and Streamline: Use reporting tools like DashClicks’ Analytics Software to automate routine reports. This saves time and ensures accuracy while allowing more time to focus on strategizing rather than manual reporting.

By implementing these best practices, your reports will not only highlight landing page performance but also reinforce your role as a strategic partner in your client’s success.

DashClicks' Analytics Software for Tracking Metrics

DashClicks’ white label analytics platform offers a comprehensive solution for monitoring and evaluating key performance metrics across your landing pages. This intuitive platform integrates seamlessly with multiple data sources, providing a centralized dashboard to track crucial indicators like organic traffic, keyword rankings, conversion rates, and page performance.

Equipped with real-time analytics, the app enables you to identify trends and make data-driven decisions quickly. Its user-friendly interface includes customizable reporting options, ensuring clients can easily interpret results.

By leveraging the DashClicks’ Analytics Software, businesses can streamline their tracking processes, enhance transparency, and gain actionable insights tailored to their digital marketing goals.

Wrapping Up

Landing page analytics are more than just numbers—they’re powerful tools for optimizing performance and driving campaign success. By prioritizing key metrics like conversion rates, scroll depth, and engagement rates, marketers can hone their strategies, improve user experience, and build strong relationships with clients through evidence-based recommendations and insights.