Figuring out the problem with your landing page comes down to using a great paid tool/service or having the right tracking setup.
Paid tools that work are costly and need to be setup right. I’ve used a ton of paid tools over the last +10 years to figure out why a landing page wasn’t performing well. And their expensive, but they work – no doubt about it. The best ones do two things well:
- They gave me a full view of what users did on the page
- And I could see where the traffic came from
On the other hand, most businesses find tagging, tracking and all that mess confusing. They’re not sure it’s set up well for their landing pages, let alone for the entire site or their paid advertising. And if you’re reading this, chances are you’re one of them.
(So, I created a free tagging setup file you can use to mirror these aspects using two free tools: Google Analytics 4 and Google Tag Manager.)
And I get it. It’s far from the easiest thing to do. It’s complex, sometimes it can involve code and you have to jump through hoops to make sure it works. The whole ordeal is exhausting. That’s why there’s a lot of money in helping you solve this problem with paid tools.
Well, maybe you’re trying to cut costs right now. Maybe you’re not pulling in enough revenue to justify an expensive tracking setup. Maybe you can’t afford to hire an analytics expert to add to your team right now.
Whatever the reason, I got you. I’m going to share a chart that I use when examining clients’ landing pages and my own to figure out where to start fixing things without using expensive tools.
You’ll know where you’re losing users. No more guessing. No more reading articles about the 8 common landing page mistakes. No paying $3,000/yr for some super tool.
Here are two things you need to do for my method to work:
- Have tracking setup to see scroll depth, time on page and any user engagement (play a video, click a link, button click, etc)
- Think of your page as its own marketing funnel
Once you’ve got the tracking set and are treating your page likes it’s a stand-alone funnel, refer to the chart below.
Where Users drop-off and what it tells you
Success is on the other side of setting up your digital marketing backend the right way. The more you can leverage user engagement to drive your optimizations, the quicker you’ll get to an iteration that works great for you.
