The All Pages report in Google Analytics reveals a good idea of what pages are being frequented as a whole on your site. But what about when you are concentrating specifically on where people enter your site? Your landing pages can make or break user’s experiences.
With that level of importance, Google Analytics has the landing pages report to help you better understand how your landing pages are performing.
What’s Included in the Landing Pages Report
The landing pages report shows data only for those pages that were viewed first on a user’s session. This allows you to discover data on the page which was landed on (entered on) and see the following from each:
- Sessions / % New Swssions
- New Users
- Bounce Rate
- Pages Per Session
- Avg. Session Duration
- Conversion Metrics (if set up)
Difficulty to set up
Difficulty Meter: 1/5 (default)
The landing pages report is default to Google Analytics tracking. Add the base Google Analytics tracking to your site and this will be up and running right away.
Where it is located?
The landing pages report is located under the Behavior tab on the left hand navigation. It is within the sub-heading of Content and labeled as Landing Pages.
Analysis to Complete
Landing pages can be one of the most important pieces of content on your site. If you are attempting to get people in on pages that aren’t converting, you’re leaving money on the table. Landing pages analysis is one of the areas that can make an immediate, large monetary impact on your business.
1. Understand Conversion on Top Landing Pages
The initial layout of the landing pages report lends itself to understanding conversions and goal completions on individual pages. Start by searching for, and calling out your top landing pages that you want to see conversion within.
From there you can easily see and compare conversion percentages and get a better understanding of which pages are converting best. If one page is converting better than another for the same (or a similar) conversion, try pushing more users in that direction.
2. Cross Compare by Source
Start by using the report search to single out a landing page that you want to analyze further. This will help to eliminate any clutter from your screen. From there select source from the secondary dimension drop down.
Once you have that up, you can identify top performing referral sources for that page in particular. This will before an initial analysis to understand which sources are performing best one this landing page. Then, take it one step further.
From here try to perform a further analysis using data from your other sources. You may have used different headlines, link text or body copy to get a user to click over from Facebook over Twitter or a guest blog post. Applying this data to what you are seeing on your site can help to identify issues with what your users see from their click to actually landing on your page. This will make it more obvious to see if the issues lie within the page, or how you are promoting it.
Benefit of the Landing Pages Report
As a stand-alone report, the landing pages report is very powerful. Landing pages are key to converting users and sustaining your online business. Without good landing page optimization, your site can falter. Use this report to better understand where improvements may lie and how you can act to better your user’s experience.