April 29, 2024

How do I analyze landing page performance and make improvements using HubSpot?

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Step 1: Access Landing Pages

  • Log in to your HubSpot account.
  • Navigate to the "Marketing" tab on the top menu.
  • From the dropdown, select "Landing Pages."

Step 2: View Page Performance

  • Find the landing page you want to analyze from the list.
  • Click on the landing page’s name to access its performance dashboard.

Step 3: Analyze Key Metrics

  • Examine the "Views" metric to see how many people visited the page.
  • Check the "Submissions" metric to determine how many visitors completed the form or took the desired action.
  • Look at the "Conversion Rate" to understand the percentage of visitors who converted.
  • Evaluate the "New Contacts" and "Customers" metrics to gauge the quality of leads the page is generating.

Step 4: Dive Deeper with Page Analytics

  • Scroll down to access the detailed page analytics.
  • Review metrics like bounce rate, average session duration, and exit rate to assess user engagement.

Step 5: Compare Against Benchmarks

  • If you’ve set benchmarks for your landing pages, compare the current metrics against them to understand where the page stands.

Step 6: Check Mobile Performance

  • Ensure the page is optimized for mobile. HubSpot will provide a mobile optimization score.
  • Make adjustments if the score is low or if there are specific issues flagged.

Step 7: A/B Testing

  • If conversion rates are below expectations, consider setting up an A/B test to trial different versions of the landing page.
  • Use HubSpot’s A/B testing tool to create a variant of the page with changes you think might improve performance.
  • Run the test until you have enough data to determine a winner, then implement the more effective version.

Step 8: Optimize the Call to Action (CTA)

  • Review the performance of your CTA. If it has a low click-through rate, try a different design, text, or placement.

Step 9: Refine Page Content

  • Check if the content on the page is clear, concise, and engaging. Update any outdated information or unclear messaging.
  • Ensure that your content aligns with the search intent of your target audience.

Step 10: Improve Page Speed

  • Utilize HubSpot's built-in tools to check page load times.
  • Address any flagged issues like large image files or unnecessary scripts.

Step 11: Evaluate and Optimize Form Fields

  • If your landing page has a form, ensure it's not too long or asking for unnecessary information.
  • Adjust form fields based on the perceived value of what you’re offering in exchange for the user's details.

Step 12: Act on Feedback

  • If you’ve received direct feedback about the landing page, whether through user surveys or other channels, take it into account and make necessary improvements.

Step 13: Regularly Review and Update

  • Schedule regular reviews of your landing page’s performance.
  • Continuously optimize based on new data, industry trends, or changes in your marketing strategy.