A marketer’s job isn’t done once a visitor converts on a landing page. Far from it. Even the landing page itself has more work to do before we can start giving ourselves a high-five for scoring a conversion.
And what about the leads that don’t convert?
Ignore them at your own peril.
As data-driven marketers, we’re keenly aware that most visitors won’t ever convert to a lead or sale. In some industries, conversion rates are as low as 1-2%. (See Unbounce’s Conversion Benchmark Report for details.) But that doesn’t mean the 98-99% of non-converters are worthless visits. There are many ways to improve your chances of converting more visitors over time—and squeeze more value from your existing landing pages.
To unlock the full value of a landing page visit, you’ll want to track what happens to each visitor after the page view, form submission, click-through, or phone call. Measuring and feeding this data back into your campaigns will improve overall results and your ability to optimize campaigns for higher ROI.
Sound like something worth trying? Keep reading, and I’ll show you three smart ways to do it.
Why You Shouldn’t Ignore Visitors Who Don’t Immediately Convert …
As I wrote above, if your landing page converts at 2%, that means 98% of visitors aren’t converting on that particular session.
It‘s a mistake to ignore these non-converting visits. Sure, many will never convert because of a disconnect in the audience, offer, or timing. That’s life. There’s no such thing as a one-size-fits-all landing page. But taking a longer-term view, it’s very likely that some of these prospects will eventually:
- Convert through other channels or sites not directly attributable to your landing page.
- Convert offline via phone or at a brick-and-mortar location.
- Convert after a longer consideration period.
Before you can start to take advantage of these longer-term converters, though, you need a better picture of where the visitors who do convert are coming from.
To see the full picture of conversions with multiple touchpoints, take a look at the Google Analytics Multi-Channel Funnels report, which shows the variety of interactions that occur before a conversion. To find this report in GA, open the “Conversions > Multi-Channel Funnels > Top Conversion Paths” report.
The example report below shows that paid search contributes many more “assisted conversions” than “last click conversions”:
See how many conversions have direct, email, or organic search touchpoints after a visit to a paid search landing page? Those return visits likely come through different landing pages. Even though the paid search landing page did not generate the eventual conversion, data from conversion paths can help inform strategies to reach and convert visitors later in their journey.
Now that you’ve got a sense of where conversions are coming from, follow the three tips below to use your data wisely and put your landing pages to work.
Tip 1: Measure offline interactions generated by landing pages.
Businesses with physical locations or an offline sales channel can use landing pages to highlight their products and services to visitors from paid search and paid social channels.
But marketers have to be a little more creative with measuring performance if the ultimate goal is to generate phone calls or store visits. Taking this step is worth it, though: it’ll give you a fuller picture of how your campaigns drive business. – Read more