In my last post, I discussed how important it is to measure email campaign performance based on your end goal, such as revenue or lead forms, rather than focusing only on clicks. Just as each step in the click path can be used to measure results, each step can also be used to improve performance. One of the most critical steps is the landing page.

You can tell your landing page is in need of attention if your email reports show a strong click-through rate, but your analytics data show a high short visit rate for the same email marketing campaign. In Lyris HQ Web analytics, a short visit is essentially a single page, so this is the percentage of people who viewed only the landing page and then left the site. It’s important to note that the length of time they spent looking at the landing page is unknown; we only know that they didn’t view any other pages during their visit.

Scott Brinker at ion interactive wrote an outstanding blog post for Search Engine Land discussing a rational approach to landing page tests. He emphasizes the importance of segmentation because different types of visitors will respond differently to the same landing page.

In Lyris HQ, you can easily explore and test segmentation options by creating several similar messages targeted to different list segments, and building separate landing pages for each segment. This gives you the added ability to identify these same segments in all your Web analytics reports based on their entry page.

To see how people interact with your landing pages, download the Viewer from your Lyris HQ Dashboard:

In the Viewer, enter the URL of your landing page into the address bar of the Navigation Report (click on image to view full size):

You’ll be able to see the percentage of people who clicked on each link. Compare various landing pages, testing different forms of navigation and calls to action. For extra insight on which links are most important, create a segment on visitors who reached a goal of your site. This will show you which links on your landing page are ultimately leading to conversions.

For more information about testing landing pages read: How To A/B Test Landing Pages.

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About the Author

Dan Miller is professional services and sales engineering manager at Lyris. He helps companies adopt data driven marketing techniques to improve their ROI.

Related Resources:

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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