Ion’s Top 5 Landing Page Metrics

Landing Page KPI's from Ion

The 5 Landing Page Metrics you need to know from the Ion Interactive Blog

Having landing pages has become a standard part of Marketing campaigns for both Offline (Print – via a vanity URL) and online promotions. The purpose of the landing page is to present the offer in a clear way, eliminating all the noise so that it’s easy for your customer to convert.

When designing the landing page for a campaign, discussions of “Where the call to action is placed?“, “Is the call to action clear?” and “What is above and below the fold?” are common aspects of the design phase before launching their campaigns. So what happens once the campaign is live? How are you measuring the success of the landing page itself? Hopefully success is defined before the page goes live so you will know if the campaign is successful or not… before it’s over!

If you don’t know what success looks like, Ion Interactive provided this great, updated info-graphic that talks about the top 5 Landing page metrics you should know. Not only does it cover their top 5 metrics, but they also include some best practices too!

These are the top 5 Landing Page Metrics Ion says you should know:

  1. Bounce Rate – The % of customers who view the landing page but leave with no interaction
  2. Exit Rate – The % of customers who view the landing page, but move to other pages on the site
  3. Click Through Rate – The # of clicks on a particular campaign element
  4. Conversion Rate – The # of customers/visitors completing a desired action (filling out form, making a purchase, download, etc)
  5. Segversion Rate – This is Ion’s own term. They define this by customers who were segmented that converted. I don’t fully understand this metric but I interpret it as a feature they have in their tool allowing you to create a landing page which will be shown to different segments. Then you can measure how your segments converted…?
If we are talking about KEY PERFORMANCE INDICATORS (KPI’s) then I’m not sure what value having Bounce Rate & Exit Rate measured separately. If people are leaving the landing page then they are leaving the landing page. Taking a deeper dive as to why customers leave is one thing, but having both metrics at the top level is redundant for a KPI report.  I also don’t fully understand Ion’s Segversion Rate metric. It sounds like a fancy term for A/B testing to various segments. If you have a better understanding of this metric please let me know.

Take Rate is a metric that isn’t mentioned but very valuable. Take Rate measures the internal effectiveness of a campaign and can be linked to campaign costs. This is different from Click Through Rate, because that only measures how many clicks a customer makes on a certain element. It’s different from conversion rate, because the conversion is only measuring if the customer completes the action required. The take rate will help you measure the cost/profitability of acquiring that customer.

Take Rate = Number of Conversions ⁄  Number of Customers(Unique Visitors)

Ultimately if your take rate % rises and cost per conversion drops, the profitability of your campaign increases. This is a great metric to keep campaign costs down. I’ll be exploring profitability in future posts as this is one of the key elements of Data Driven Marketing.

If you would like to learn more about Ion interactive and their landing page technology visit them here

About Pat Stagliano

Pat has 12+ years of Digital Marketing experience, developing the ability to translate business needs into online marketing tactics. Pat has worked with many fortune 500 companies in different verticals including Retail, Computer Software, Gaming, Automotive and health care.

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