Your Reprint landing page holds crucial insights about your campaign, and our users frequently analyze this page to improve campaign performance.
Landing page traffic is an upstream source of information that can improve your lead quality and pipeline impact. Measuring it will provide actionable data that can steer your campaign optimization.
Note: Because your Reprint landing page is part of your organization's website, you'll need to use your own analytics tools to explore the data.
From our discussions with users who run successful Reprints campaigns, we've identified two recurring metrics that are especially important: Channel acquisition and conversion rate.
Channel Acquisition
Channel acquisition data allows marketers to determine the sources of their Reprint landing page traffic—organic search, paid ads, social media, email campaigns, or direct traffic.
Regular monitoring of this metric can reveal which channels are most successful in driving traffic to the landing page and generating qualified leads.
This data should align with your overall campaign plan and strategy. For example, if LinkedIn is a primary focus in your strategy, ensure it's driving a corresponding amount of traffic to your page.
Channel acquisition data can also highlight opportunities for improvement:
If LinkedIn traffic is not meeting expectations, it may be time to revise your LinkedIn promotional strategy.
If your organic search traffic is low, consider enhancing your Reprint's SEO.
Conversion Rate
The conversion rate—or the percentage of visitors who fill out your lead generation form on the landing page—is a vital metric because it directly measures the page's effectiveness in lead generation.
Conversion rates can differ by organization and target audience. For your Reprint, we suggest comparing its landing page conversion rate with that of your other content assets.
Recent Gartner research, based on a survey of technology marketers from companies with $100m or more in annual revenue, shows that landing page conversion rates typically fall between 5 and 7% (2024 Tech Marketing Benchmarks: Increasing Investment Post Course Corrections, Jen Singleton, 13 May 2024).
If your conversion rate is below expectations, several strategies can improve it. We recommend starting with our guide to optimizing your Reprint landing page.
Segment Channels by Conversion and MQLs
Many Reprints clients evaluate their landing page by jointly analyzing both metrics—segmenting traffic by channel and then determining the conversion rate (i.e., lead gen form fills) of that segment.
You can further extend this analysis by using your CRM or pipeline software (which hosts the lead generation form) to examine MQLs by channel.
By assessing conversion rate and MQLs by channel, you gain a more accurate understanding of where to concentrate your efforts.
Let’s look at some examples taken from real-world Reprints user interviews:
Spot and Troubleshoot Underperforming Channels
Identify channels with high traffic but low conversion rates.
This will help you uncover issues that, if resolved, could significantly enhance your landing page conversion and MQL generation.
Example:
You might find LinkedIn drives significant traffic but has a lower conversion rate than other channels.
This discovery points to actions for improvement:
Review landing page copy and design: Maybe your LinkedIn post is compelling interested readers to click, but your landing page is not persuading them to fill out the form. Optimize your landing page.
Analyze LinkedIn targeting and messaging: Analyze the characteristics of those that click-through on LinkedIn. Are they the right audience? Is the messaging of your LinkedIn post misaligned with the messaging of your landing page? LinkedIn campaign tips.
Identify and Scale Successful Channels
Look at conversion rates and MQLs generated for each channel to discover which are most effective. This allows you to focus your efforts on high-performing channels.
Example:
Upon analyzing your landing page acquisition data, you find that display ads are your fourth-largest traffic source but generate the most MQLs.
With this information, you might consider expanding this campaign (while monitoring to ensure it maintains its high MQL conversion rate).
Set Traffic Goals Based on Conversion Rate
Use your landing page’s conversion rate to estimate required traffic for campaign goals.
Example:
Your landing page converts at 6.5% and 16% of form fills become MQLs. If your goal is to generate 100 MQLs, you’ll need to aim for about 10,000 landing page visits throughout your campaign.
This 10,000 visit benchmark can guide your campaign strategy and budgets if you’re using paid promotion.
Next Steps
Take some immediate steps to improve your landing page performance. Explore your channel acquisition data and conversion rates today, and use them to:
Spot and troubleshoot underperforming channels
Identify and scale successful channels
Inform campaign goals and budgets