Key CRO Metrics to Analyze for Successful

Landing Pages SAMANTHA KERR

@Kissmetrics

#KissWebinar

@thuelmadsen

Samantha is a Sr. CRO Manager at Hanapin Marketing, the agency behind PPC Hero. With 2.5 years at Hanapin

Marketing under her belt, Samantha has developed a passion for landing page testing and everything CRO.

SAMANTHA KERR Sr. CRO Manager, Hanapin Marketing

@Samantha__Kerr

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking

in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

@HanapinMarketing

#KissWebinar

@Samantha__Kerr

1 Introduction

TABLE OF CONTENTS

Demographics & Gender

New vs. Returning

Device

2 Users

3 Page Speed

4 Landing Pages

Why do we need analytics?

Metrics

WATCH WEBINAR RECORDING NOW

Introduction

WHY SHOULD YOU USE ANALYTICS?

WHY IS ANALYTICS IMPORTANT?

Analytics data gives us a foundation, a starting point. Rather than testing in the dark, we’ll learn who our users are and where we should

focus our landing page optimizations.

METRICS

What metrics do we look at? •  Bounce Rate •  Exit Rate •  Avg. Time on Page •  Pages/Session •  Session Duration •  Conv. Rate

Bounce rate is the percentage of single-page sessions while exit rate is the percentage of all pageviews to the page that were last in the session.

These metrics provide insight into the overall engagement with the site.

Users

WHO SHOULD YOU BE TARGETING WITH YOUR OPTIMIZATIONS?

FIND OUT WHO YOUR AUDIENCE IS

Ensure you’re targeting the appropriate users when creating optimizations. •  Do your age and gender demographics align with

what the client sees? •  Do your new and returning users have appropriate

levels of engagement with the site? •  Is your site mobile friendly and should you create

mobile specific optimizations?

DEMOGRAPHICS

Be sure to highlight and discuss any stand out metrics. Higher engagement and conversion rates for our smallest portion of traffic was

a large discussion topic for us.

Age Sessions Bounce Rate

Pages/ Session

Avg. Session Duration

Goal Conv. Rate

45-54 34,507 (23.80%) 51.68% 2.72 00:01:51 0.51%

55-64 33,557 (23.14%) 49.91% 2.66 00:01:41 0.41%

35-44 33,111 (22.84%) 53.32% 2.69 00:01:57 0.58%

25-34 22,720 (15.67%) 54.77% 2.66 00:02:01 0.60%

65+ 14,819 (10.22%) 51.60% 2.58 00:01:44 0.26%

18-24 6,281 (4.33%) 56.85% 2.59 00:02:10 0.76%

NEW VS. RETURNING USERS

It’s great to see more engagement from returning users. If users are returning, there’s something that encouraged them to come back, so

we can assume they have a desired goal or path in mind.

Visitors Sessions Bounce Rate

Pages/ Session

Avg. Session Duration

Goal Conv. Rate

New 154,849 (72.04%) 53.53% 2.52 00:01:29 0.15%

Returning 60,091 (27.96%) 51.68% 2.88 00:02:53 1.68%

DEVICE SEGMENTATION

It’s expected that mobile devices will have less engagement overall in addition to a lower conversion rate. Be sure you’re analyzing the

mobile landing pages to determine any red flags that could be contributing to these high bounce rates and low conversion rates.

Visitors Sessions Bounce Rate

Pages/ Session

Avg. Session Duration

Goal Conv. Rate

Mobile 105,761 (49.20%) 60.61% 2.10 00:01:08 0.10%

Desktop 74,897 (34.85%) 42.84% 3.40 00:02:58 1.39%

OPERATING SYSTEM

In certain cases where we see high traffic from mobile devices, it may be important to determine what operating systems your customers are using. This information will help you learn even more about your

users and be able to target them appropriately.

Device Sessions Bounce Rate

Exit Rate

Avg. Time on Page

Avg. Session Duration

Pages/ Session

Mobile 7,011 (73.00%) 51.16% 66.87

% 00:02:43 00:01:29 1.54

Desktop 1,766 (18.39%) 65.57% 72.26

% 00:03:53 00:01:20 1.38

Tablet 827 (8.61%) 46.55% 66.57

% 00:02:52 00:01:21 1.54

OS Sessions Bounce Rate

Exit Rate

Avg. Time on Page

Avg. Session Duration

Pages/ Session

Android 5,630 (60.37%) 47.05% 68.00% 00:02:43 00:01:26 1.52

iOS 2,041 (21.89%) 64.77% 67.37% 00:02:44 00:01:20 1.41

Windows 1,655 (17.75%) 56.68% 62.87% 00:01:41 00:00:58 1.70

Page Speed

WHY IS PAGE SPEED IMPORTANT AND WHAT SHOULD YOU LOOK FOR?

WHY IS PAGE SPEED IMPORTANT?

•  Fast-loading sites have a better user experience, higher conversions, more engagement and even higher search rankings.

•  8% of people cite slow loading pages as a key reason for abandoning their purchase.

WHAT TO LOOK FOR IN GA

•  Avg. Page Load Time: How many seconds it takes that page to load including network and server time and browser time

•  Avg. Document Interactive Time: How many seconds until the page is usable •  Look for individual red flags, high traffic pages and pages that are part of

your sales funnel

PAGE SPEED SUGGESTIONS

•  Google PageSpeed Insights will give mostly front-end issues and suggestions.

•  Think with Google also provides a page speed score along with mobile friendliness.

Landing Pages

WHERE SHOULD YOU FOCUS YOUR OPTIMIZATIONS?

LANDING PAGES BY CHANNEL

The channels report will allow you to drill down to specific pages. Here you can find some of your desired metrics: bounce rate, pages/

session, avg. session duration and conv. rate.

FINDING KEY LANDING PAGES

You can also find these metrics by viewing “All pages” or “Landing Pages” within the Behavior menu. “All Pages” will give you the

additional metrics: Avg. Time on Page and Exit rate.

What comes next?

WHERE DO WE GO FROM HERE?

ANALYZING THE DATA

To know what optimizations you need to make, you need to determine the problem. For example, we see that the mobile conversion rate, as well as overall engagement is significantly lower for mobile devices. How do we determine why this is a problem?

Device Bounce Rate

Exit Rate

Avg. Time on Page

Avg. Session Duration

Pages/ Session

Conv. Rate

Desktop 23.35% 30.40% 00:00:54 00:04:17 4.71 2.21%

Mobile 38.75% 40.31% 00:00:36 00:01:29 2.89 .16%

ANALYZING THE DATA

We saw the gallery on this ecommerce site was within the top 5 pages visited by our paid search traffic. By performing additional analyses, you’ll gain more insights regarding findings from your analytics

data.

Bounce Rate

Exit Rate

Avg. Time on Page

Avg. Session Duration

Pages/ Session

Conv. Rate

63.93% 34.33% 00:00:49 00:01:40 2.56 0.00%

ANALYZING THE DATA

Analytics lays the groundwork for landing page testing. Additional analyses acts as building blocks to determine your overall

takeaways and optimizations.

Find the problem. Hypothesize a solution. Test the hypothesis.

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

Questions?

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

SAMANTHA KERR Sr. CRO Manager, Hanapin Marketing

@Samantha__Kerr