Your sales page should be so damn good that people are begging to give you their hard-earned cash. But it doesn’t just magically happen the first time around (unless you’re a sales page superhero, of course). It’s all trial and error and testing.
And there’s nothing better to get your sales page headed in the right direction than sales page metrics (yes, I know, yawn), but these bad boys will tell you what is and isn’t working, and you can fix what isn’t.
In other words, if you don’t feel like kicking your sales page up a few notches to something more action-packed, racy and explosive, then quit now. You’re in the wrong place. However, if you’re ready to take your sales page from blah to bombastic, keep reading because I’m about to drop some serious knowledge on you.
What are sales page metrics?
Okay, so you now have this fancy-pants sales page. It’s got the whizzy graphics, the funky fonts and the snappy copy. But is it doing anything? Are people buying your shit?
That’s where sales page metrics come in. Sales page metrics will tell you what’s working, what’s not and what needs fixing. They’re like an ever-evolving roadmap to making your sales page the best it can be.
Essentially, sales page metrics are numbers that tell you how well your sales page is performing. Some of the data that might be tracked includes how many people visit your page. How long are they staying? Are they buying or not?
Key Sales Page Metrics to Track
Okay, let’s get down to business: there’s a lot of stuff you can track, but there are a few essential metrics, and that’s what I want to talk about here…
Conversion Rate
This is the big daddy of sales page metrics and probably the most important. It’s simply the percentage of people who land on your page and do whatever it is you want them to do, like join your email list or buy your product. A good conversion rate means your page is doing its job. A bad conversion rate means it’s time to make some changes.
Click-Through Rate (CTR)
This metric tells you how many people click on your calls to action (CTAs). A high CTR means that your CTAs are strong and your audience is interested in your offer. A low CTR means your CTAs aren’t working for you and must be improved.
Bounce Rate
This is the proportion of people who came to your page and then immediately bought themselves a one-way ticket to the next website. High bounce rates can mean your page isn’t grabbing attention, doesn’t interest people for very long, or you’re driving the wrong traffic to the page. Low bounce rates mean your page is really interesting and that people are spending time looking at it.
Time on Page
This is a reflection of how long people stay on your page. The higher your time on page, the better. That means that people are interested in what you’re saying and staying around to read it. The lower your time on page, the worse. It means that people are finding your content boring or irrelevant and clicking away.
Scroll Depth
This is the percentage of the page length that people scroll down before they exit. A high scroll depth indicates that people are reading most of your copy, while a low depth makes it likely that people are not even getting to your good stuff.
Lead Generation
This is the ratio of leads you’re creating from your sales page. If your lead generation is high, it means your sales page is doing an excellent job of getting prospective customers interested in you. If it’s low, go back to your lead capture forms and CTA.
How to Track and Analyse Sales Page Metrics
Now that you have all these neat metrics, what do you do? How do you track them? How do you make sense of the numbers?
Fear not; the solution is just below. Here’s how you can track and analyse your sales page metrics…
Tools of the Trade
First, get yourself some good tools. There are loads to choose from, but here are a few of my favourites:
- Google Analytics: OMG, this is essential! This free tool tracks pretty much every stat you could want to know, such as traffic, bounce rate, and time on page.
- Mouseflow: record user sessions, create heatmaps, and see where people click and scroll on your page.
- Native Data: Hopefully, whatever software you are using to create your sales pages, whether it is Mailerlite (Affiliate), Kartra (Affiliate), or something else, will enable you to access the basic sales page metrics we discussed above.
Making Sense of the Numbers
Now that you have your tools, it is a good time to start benchmarking your metrics. This can seem a bit daunting to begin with, but don’t worry; it gets easier.
Here are a few tips for analysing your metrics:
- Make commitments: Set goals for what you think is a good number and a bad number for each metric so that you can see your progress in the coming months.
- Look for trends: Don’t just focus on individual data points. Look for trends over time to see if your page is improving or getting worse.
- Test and experiment: Make changes to your page and see how they affect your metrics. This is the best way to determine what works and what doesn’t. You might change the buttons’ colours, a different CTA, or copy. However, don’t change more than one thing at a time. Otherwise, you won’t know what was responsible for any conversion improvements or declines.
And remember, don’t get too hung up on the numbers. Numbers can be misleading, and metrics are important, but not everything. The most important thing is to create a sales page that actually converts and helps you achieve your goals.
You can read more about the most common sales page mistakes I see here.
Wrapping Up
Alright, let’s wrap this up. We’ve covered a lot of ground here, from conversion rates to bounce rates and everything in between.
Simply put, sales page metrics are the only way to know for sure that your sales page is doing well: They tell you what’s working and what’s not, so you can make informed decisions about how to improve your page.
So quit guessing and start measuring. Track your numbers, run the data, and make tweaks. Your sales page will thank you.
And if you’re still confused, don’t worry. I’ve got your back … Don’t miss out on my masterclass, where I’m sharing my secret sauce to creating sales pages that actually sell in 2024 and beyond. It’s like having a cheat code for the game of business.
So, if you’re fed up with sucky sales results, sign up for my masterclass now. It’s going to be fucking epic. I promise.
Who am I?
Well, I’m Emma, an expert funnel strategist, launch partner and copywriter. I help passionate coaches, course creators, and online service providers with everything from generating new client leads on demand to planning and executing their launch strategy that ideal clients can’t resist. I’ve witnessed firsthand the power of a well-oiled funnel, and I’m here to be your wing-woman throughout the process.
Wondering how to generate more leads in your business? Spend just 2 minutes taking my FREE Ultimate Lead Gen Audit and discover where you can level up your process.