When it comes to landing page performance, metrics are everything. They will tell you how your landing page is doing and provide crucial insight on how you can improve it.

However, it can sometimes be tough to know exactly what works best when you are about to launch a new landing page. With that said, a good starting point is to meticulously measure and track your metrics in the beginning until you manage to hit a reasonably good conversion rate – and then continue to track those metrics to consistently make improvements.

The metrics you should be tracking

Page visits

How many people are visiting your landing page? The higher the number of visits, the higher the probability of conversions. Refining your keywords further or tweaking your paid ad strategy slightly are two common ways of driving more traffic to your landing page.

You can also boost page visits by communicating the offer to your current followers via social media, emails and, of course, your website.

Traffic source

As long as you know where your traffic is flowing in from, you’ll know exactly whether to double down on your current efforts or ditch them altogether.

Submission rate

This refers to the rate at which visitors complete your lead form fully, which includes being taken to the ‘thank you’ or form submission page.

There are a number of tweaks you can make to improve this metric, and one of the best ways to do this is through landing page A/B testing so that you will know what works and what doesn’t.


Contacts is the total number of leads that you were able to successfully generate from your lead form. However, it should be kept in mind that ‘contacts’ is different from ‘submissions’ because duplicate contacts are counted once – if the current visitor fills out the form and successfully gets the offer, they do not affect the total contacts count.

Heat mapping

Heat mapping is not exactly a metric but still important to keep in view as it is an observation of how exactly people are interacting with your page.

This is an important element to keep under observation: it shows you what part of the page people scrolled, the content they read, and how they are generally engaging with your page. It’s all very useful data that can be used to better tailor your landing page’s layout and structure.

Bounce rate

Bounce rate refers to visitors landing on your page and then immediately leaving. It’s an important metric because it allows you to determine if the content on your page is fully aligned with the main offer.

For example, does your landing page copy capture the visitor’s attention immediately, and does he/she know (without effort) what to do once they land on your page? Is your page’s content a true reflection of the copy you used to attract people to this page? Here’s a useful article on landing page copy  that you shouldn’t miss out on!

Form abandonment

As the name implies, this metric informs you on the number of visitors who fill out your form but do not complete it. If you find this number to be persistently high, then you can change a few things for sure like shortening your form’s length, adding new click triggers, or making the desired action (that you’d like them to take) more obvious.


How to know if your landing page is performing as expected? By judging it against industry norms and practices, and across a similar audience. However, it’s important to keep an open mind and not feel particularly discouraged after viewing another business’s results.

No matter what your current metrics indicate, it’s always possible to diagnose, optimise and ‘heal’ your landing pages, as long as you know how to tweak those metrics to your advantage.

Our friendly and insightful digital marketing team is always available to advise on landing page best practices for maximum conversions.

Published On: February 6th, 2023 / Categories: Content Marketing, Digital Marketing /

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