Chapter 4 of SEO Best Practice: Landing Page Optimisation
A key part of understanding the performance of a landing page is to track the actions users take on it. This chapter outlines the different metrics and tools search marketers can use to monitor user behaviour.
It is one thing to understand who the visitor to a site is – whether they are a new or returning customer, where they are visiting from – but it is another to understand their behaviours and the drivers behind it. This chapter outlines what search marketers should keep an eye on to better understand site users’ behaviour. It covers:
Interpreting landing page metrics: Google Analytics provides metrics that measure user behaviour. What insights can be drawn from these metrics to help optimise landing pages?
Landing page actions: A conversion does not have to mean a sale. What are some other desirable actions marketers might wish to track to determine the performance of their landing page?
Understanding the why: There are three main changes that can be made that affect how users interact with a landing page. What are these why-based changes, and how can they affect conversion rates?
