Call-to-action click-through rate = the percentage of visitors who visit your landing page from your call-to-action
Visitor-to-lead conversion rate = the percentage of visitors who become leads
Lead-to-customer conversion rate = the percentage of leads who become customers
Visitor-to-customer conversion rate = the percentage of visitors who become customers
Call-to-action click-through rate
Before you look at how well your landing page converts visitors to leads and customers, you should analyze whether the call-to-action that precedes it is actually driving visitors to click and stay on your landing page long enough to convert.
Begin by establishing a baseline metric of your CTA click-through rate; the landing pages with the lowest CTA click-through rate should be the first you set out to improve. Your CTA click-through rate to landing page requires you to look at both your call-to-action design and your landing page design. If you suffer a low click-through rate, it could be because:
- The content on the landing page does not align with the content in the preceding call-to-action.
- The content on the landing page does not appear to align with the content preceding the call-to-action.
Collecting calls-to-action insights
In order to optimize your calls-to-action, you need to monitor their performance and figure out what to improve. In addition to click-through rates, you should also be tracking views to submission, a metric that will give you a deeper knowledge of how your calls-to-action affect lead generation. You views-to-submission rate tells you how many of the people who saw your CTA actually filled out the form on your landing page. That is how you can start tackling the alignment between your calls-to-action and landing pages.
Some marketing software includes a tool that helps you not only create calls-to-action, but also collect insights on CTA performance. ensure alignment Check that the copy between your call-to-action and landing page is aligned. The language in the call-to-action that describes the offer and its subject matter should be present on your landing page, too.
Once you ensure the language is the same, make sure it is easily visible so your landing page passes a visitor’s blink test. The blink test refers to the commonly accepted three seconds you have to orient a visitor on your landing page once they are there.,/p>
If a visitor comes to your landing page and can’t figure out what to do on that page, they will click the back button immediately. To prevent that from happening you need to reinforce the language of the call-to-action by using it in the beginning of your landing page headline, within the copy on your landing page, on your form’s title, and in the form’s button. Remove Navigation One more way to prevent visitors from abandoning your landing page is removing the navigation and any other calls-to-action on the page. If you’ve included your site’s regular navigation at the top of your landing page or you give visitors another place to visit on your site with competing calls-to-action, you increase the likelihood of a visitor bouncing from your landing page. Removing your navigation menu and all other calls-to-action on your landing page is the quickest way to keep those visitors on your landing page long enough to fill out your form.
Visitor-to-Lead Conversion Rate
Now that you’ve got visitors staying on your landing page long enough to fill out your form, are there any improvements you can make based on your landing page conversion rate? Let’s break down what your landing page conversion rates — visitor to lead, lead to customer, and visitor to customer — tell you about your marketing efforts, and how you should adjust your marketing based on these metrics. Just as you must consider how your call-to-action and landing page work together to lower your bounce rate, so too must you consider call-to-action metrics alongside the conversion rate of your landing page. Identify opportunities to improve landing page conversions by comparing the click-through rate of your call-to-action with the visitor-to-lead conversion rate of your landing page.
Research shows that companies with 30 or more landing pages generate seven times more leads than those with fewer than 10. So if your goal is to expand the top of your sales and marketing funnel, focus on quantity of landing pages you release. HubSpot makes it easy to build sophisticated landing pages so you can create more pages, improve your conversion rates and generate more leads. Most analytic software gives you a detailed look into submissions, new leads and customers of selected offers. The ability to compare different landing pages with a click of the mouse is highly valuable for sophisticated marketing professionals who can use this intelligence for the creation of lead nurturing campaigns and other behavior-based communication.
Optimize Through Split Testing
If you have a high click-through on your call-to-action, but a low visitor-to-lead conversion rate, there is a problem with your landing page that you should set out to improve through A/B testing.
If your visitor-to-lead conversion rate is high but the number of new leads that page generates is low, your problem lies with the traffic the landing page is generating. Start by taking a look at your call-to-action’s conversion rate. If it is low, your problem lies in the call-to-action — begin A/B testing its design and copy to help drive more traffic to your landing page.
Conducting A/B Tests
When conducting A/B tests, set up your unaltered version as your landing page “control,” the page you would normally use. From there, build variations, or “treatments,” pages you’ll test against your control. For example, if you are wondering whether including a testimonial on a landing page would make a difference in conversions, set up your control page with no testimonials. Then create your variation(s).
- Variation A: Control (the unaltered, original version)
- Variation B: Treatment (the optimized version which you expect to perform better)
The screenshot below is an example of an advanced landing pages A/B testing tool. You can easily clone the control and modify it to create a treatment page.
Find Winning Content Offers
Analyzing your visitor-to-lead rate is also important for establishing what content assets drove visitors to convert into leads. Is there a particular content asset type that converts more leads?
For example, you may find that webinars convert more visitors into leads than ebooks. Or perhaps it’s a particular content topic that performs better. Do your content assets about unicorn hygiene have a higher visitor-to-lead conversion rate than your content assets about unicorn fashion? If you know the content asset types and topics that generate a higher visitor-to-lead rate, you can focus your content creation efforts around them to generate more leads.
Lead-to-Customer Conversion Rate
But you can’t stop at just the topics and content asset types that convert visitors into leads at a higher rate. Analyze which leads actually turn into customers — your lead-to-customer rate and visitor-to-customer rate — using closed-loop analytics.
Which landing pages converted the most visitors and leads into customers? Which pages assisted the customer acquisition process?
Use that information to identify your most powerful offers, and silo your weakest. If you know the landing pages that generate the most customers, you can promote the offers associated with them more frequently to bring in more of the leads that convert into customers, and spend less time focusing on the content that perhaps brings in visitors and leads at a high rate, but ones that convert into customers at a low rate.