Top 5 Shopify Landing Page Metrics to Track on Google Analytics
Rob Elgaron August 29, 2022.
Your Shopify landing page has a single purpose: to convert visitors into paying customers.
Google Analytics is a useful tool that reports on both your landing page vs start page metrics. While your landing page may theoretically be perfect, there's no way to know if your landing page is serving its function without analysis.
Below are the most important landing page metrics in Google Analytics you should be tracking.
1. Conversion Rate
Conversion rate is the percentage of visitors that become paying customers. A good e-commerce conversion rate is between 2%-3%.
Conversion rate helps measure the success of a marketing campaign or sales funnel. A high conversion rate indicates a successful campaign, while a low conversion rate can indicate a problem.
If you want to improve your conversion rate you should start with the layout of your landing page. The easier it is to navigate the more likely you'll convert a customer.
2. Bounce Rate
Bounce rate is the percentage of people that leave your site without taking any action (such as moving to another page, making a purchase, or scrolling).
Using Google Analytics bounce rate reports can help identify relevancy, navigation, and appearance problems. Furthermore, Google uses bounce rate as a ranking factor. A high bounce rate could result in a low ranking.
Pay attention to the load time and relevancy of a page, while making it visually appealing yet easy to navigate.
3. Page Views
Page views refer to the total number of times a page is viewed (loaded in a browser) in a specified time period (including revisits).
Monitoring page views help determine audience interest, SERP performance, and marketing success. Although this shows repeat visits, you can gain a better idea of a page's success when comparing page views vs sessions.
Setting up your landing page for SEO and creating evergreen content will help boost your rankings and page views.
4. Average Time on Page
Average time on a page allows you to view the average time users spend on your landing page (this excludes exit pages and bounced sessions).
More time spent on a page can indicate relevancy, however, a longer average time spent on a landing page could mean there's an obstacle preventing a user from converting.
In most cases, you should aim to increase a page's average time, however, for a landing page, you should aim for a lower average time, which could indicate a faster conversion rate.
5. Sessions by Source
Sessions track the number of users that interact with your website (usually in 30-minute intervals). Sessions by source indicate the number of users segmented by their source (such as direct, referral, organic, and which search engine).
You can delve deeper into this metric by comparing sessions vs visitors. It will enable you to market your products to the correct areas and through the ideal mediums.
Apart from these key landing page metrics, you can take advantage of other Google Analytics metrics such as pages-per-second, top pages-per-page views, and visitors-to-contact ratio. Together, these metrics will enable you to leverage a deeper understanding of how your customers behave on your landing page.