HubSpot landing pages are powerful tools for capturing leads, nurturing prospects, and driving conversions within your inbound marketing campaigns. But how do you ensure they’re delivering the results you need? It starts with creating an effective landing page. If you’re new to this, check out our detailed Step-by-Step Guide on How to Create a HubSpot Landing Page to get started.
Tracking Key Performance Indicators (KPIs) is crucial for understanding their effectiveness and identifying opportunities for improvement. HubSpot’s platform provides robust analytics tools designed specifically to measure and optimise the performance of your landing pages.
In this blog, we’ll walk you through the step by step process to track and analyse HubSpot landing page performance, ensuring your campaigns are backed by data-driven insights for continuous improvement.
Step 1: Access Landing Page Analytics
To start tracking your landing page performance:
- Log into HubSpot: Open your HubSpot account and navigate to the main dashboard.
- Go to Landing Pages: From the navigation menu, select Content > Landing Pages.
- Open the Analyse Tab: Once inside, click the Analyse tab to view a variety of reports summarising landing page performance.
Step 2: Explore Key Landing Page KPIs
Understanding and monitoring your landing page KPIs is fundamental to assessing their effectiveness and identifying areas for improvement. HubSpot offers a variety of metrics that provide a well-rounded view of how your landing pages are performing. Let’s dive into the key metrics you should focus on and why they matter.
1. Landing Page Summary
- What It Tracks: This report offers an overview of crucial metrics such as the number of page views, bounce rates, and the click-through rate of legacy Calls-to-Action (CTAs).
- Why It Matters: It gives you a quick snapshot of the overall performance of all your landing pages. By reviewing this, you can identify which pages are drawing the most attention and which ones might need optimisation to reduce bounce rates or improve engagement.
2. Page View to Submission Rate
- What It Tracks: This metric measures the percentage of visitors who complete a form on your landing page after viewing it.
- Why It Matters: The submission rate is a direct indicator of how effective your landing page is at converting visitors into leads. A low submission rate may point to issues like an unclear call-to-action, a lack of trust signals, or too much friction in the form.
3. CTA Performance
- CTA Rate: Tracks the percentage of visitors who click on legacy CTAs on your landing pages.
- CTA Views: Measures how often CTAs are viewed by visitors.
- CTA Clicks: Counts the number of times CTAs are clicked.
- Why It Matters: Calls-to-Action are critical elements for driving conversions. These metrics help you assess the effectiveness of your CTAs in attracting attention and encouraging user action. If your CTA click-through rates are low, it could mean that your CTAs are not compelling enough or not placed strategically on the page.
4. Page View to Customer Rate
- What It Tracks: This metric calculates the percentage of visitors who eventually become customers after interacting with your landing page.
- Why It Matters: It bridges the gap between lead generation and revenue generation. A high page view-to-customer rate indicates that your landing page is not just effective in capturing leads but also nurturing them toward conversion.
5. Form Submissions
- What It Tracks: Tracks the total number of form submissions collected from your landing pages over time.
- Why It Matters: Form submissions are one of the most straightforward indicators of lead generation success. Monitoring this metric can reveal trends in user interest and engagement with your offers or content.
6. Bounce Rate
- What It Tracks: Measures the percentage of visitors who leave your landing page without interacting further or navigating to another page.
- Why It Matters: A high bounce rate can signal that your landing page content is not engaging or relevant to your audience. It could also indicate slow page load times or poor mobile optimisation.
7. Session Duration
- What It Tracks: Tracks the average time visitors spend on your landing page.
- Why It Matters: Longer session durations often indicate that visitors find your content valuable and engaging. Short durations could mean that your messaging is unclear or that visitors don’t find the content they were expecting.
8. Traffic Source Breakdown
- What It Tracks: Identifies where your visitors are coming from, such as organic search, social media, paid campaigns, or direct traffic.
- Why It Matters: Understanding your traffic sources helps you determine which channels are driving the most visitors to your landing pages. This insight allows you to allocate resources more effectively to high-performing channels.
9. Device Breakdown
- What It Tracks: Shows the percentage of visitors accessing your landing page from desktop, mobile, or tablet devices.
- Why It Matters: With the increasing use of mobile devices, ensuring your landing pages are mobile-friendly is critical. A high bounce rate on mobile devices could suggest the need for better mobile optimisation.
10. Conversion Funnel Analysis
- What It Tracks: Tracks visitor progress through the funnel, from initial page view to form submission, and eventually to customer conversion.
- Why It Matters: This analysis highlights potential bottlenecks in your conversion process, enabling you to optimise each stage for better results.
Step 3: Customise and Save Reports
To get deeper insights into your data and tailor reports to your needs:
- Edit Reports
- Click the filter icon in the top-right corner of a report.
- Adjust filters in the right-hand column to narrow the focus (e.g., by date range, traffic source, or page).
- Save Customised Reports
- Once customised, click Save in the bottom-left corner of the dialog box.
- Provide a descriptive name and select where the report will be stored (e.g., in your dashboard or report library).
- Choose Access Options
Set access permissions for the report to control who can view it within your team.
Step 4: Filter Reports by Specific Criteria
Refining your reports ensures you’re focusing on the data that matters most. Here’s how to apply filters:
- Access Filters
Use the filters at the top of the Analyse tab. Filter by parameters such as domain, language, publish date, or URL.
- Set Filter Parameters
Input your desired criteria, such as filtering for pages created in a specific timeframe or those targeting a particular audience.
- Apply Filters
Click Apply to update all reports based on the selected parameters.
Step 5: Analyse Individual Landing Page Performance
For granular insights, it’s crucial to assess individual landing pages:
- Select the Page
Navigate to Content > Landing Pages and click the name of the landing page you want to analyse.
- Review Performance Metrics
- Visit the Performance Tab to see detailed metrics like page views, form submissions, and customer acquisitions.
- Adjust the date range to focus on specific periods.
- Evaluate Traffic Sources
- Check the source breakdown to understand where your visitors are coming from (e.g., organic, social, paid campaigns).
- Visualise Data
- Use the chart in the Performance tab to see how metrics trend over time.
- Modify the chart settings to view data daily, weekly, or monthly.
Step 6: Leverage Additional Features
HubSpot provides advanced tools to help you optimise and evaluate landing page performance:
1. Smart Content Performance
- What It Tracks: Compares the engagement of smart content versus default content on your landing pages.
- Why It Matters: Helps you understand if personalised content improves conversion rates.
2. Video Analytics
- What It Tracks: Metrics such as video views and retention rates for embedded videos on your landing pages.
- Why It Matters: Measures the impact of video content on visitor engagement.
3. SEO Recommendations
- What It Tracks: Suggestions to optimise landing pages for better visibility in search engines.
- Why It Matters: Ensures your pages attract organic traffic effectively.
Best Practices for Tracking HubSpot Landing Page KPIs
Effectively tracking your landing page KPIs in HubSpot goes beyond viewing numbers—it requires a strategic approach. Here are some key practices to ensure your landing pages perform at their best.
1. Set Clear Goals
Every landing page should have a defined purpose, whether it’s generating leads, promoting a product, or capturing survey responses. Establishing these goals ensures that the KPIs you monitor align with the outcomes you’re trying to achieve.
2. Focus on Relevant Metrics
While HubSpot provides extensive data, it’s essential to prioritise metrics that directly relate to your landing page’s objectives. For example, track form submission rates for lead generation pages or bounce rates to measure visitor engagement. Concentrating on these specific metrics ensures your analysis remains focused.
3. Customise and Save Reports
Predefined reports may not always suit your needs. By customising filters like traffic source, time frame, or device type, you can tailor reports to highlight the most critical data. Saving these custom reports in your dashboard makes them easily accessible for regular review.
4. Segment Your Audience
Segmenting data allows you to explore patterns among different visitor groups. Break down metrics by demographics, returning versus new visitors, or campaign performance. This segmentation reveals which audiences engage the most, helping you refine your targeting strategies.
5. Use A/B Testing for Improvements
Experimentation is vital for enhancing landing page performance. Running A/B tests on headlines, CTAs, or design elements provides data-driven insights into what resonates with your audience. These tests help identify the changes that lead to higher conversions.
6. Conduct Regular Reviews
Consistent tracking ensures you stay on top of your landing page performance. Schedule reviews of your KPI reports weekly or monthly to monitor trends, identify potential issues, and make timely adjustments to your campaigns.
7. Track Traffic Sources
Understanding where visitors originate helps optimise your marketing channels. Regularly reviewing traffic sources—organic, social, email, or paid—provides insight into which campaigns are driving the most valuable traffic to your landing pages.
8. Monitor Device Performance
With varying visitor behaviour across devices, tracking device-specific metrics is crucial. Metrics like bounce rates and conversion rates by device type reveal whether your landing pages are mobile-friendly or require optimisation for a seamless user experience.
9. Establish Benchmarks
Setting benchmarks for metrics such as bounce rates or conversion rates provides a point of comparison. These benchmarks allow you to measure progress and determine whether your landing pages meet expectations or need refinement.
10. Share Insights Across Teams
Data isn’t just for the marketing team. Sharing detailed reports with sales and leadership ensures alignment on campaign goals and fosters collaboration. A shared understanding of KPIs can also drive improvements across departments.
11. Turn Insights into Action
Numbers alone don’t improve landing pages—actions do. If form submissions are low, adjust the form length or placement. High bounce rates may call for clearer messaging or faster loading times. Every metric offers an opportunity for improvement.
12. Stay Updated on HubSpot Tools
HubSpot continually enhances its features. Keeping up with these updates ensures you’re leveraging the latest tools to track and optimise landing page KPIs effectively.
By embedding these practices into your tracking routine, you’ll ensure your landing pages deliver consistent and measurable results, driving your marketing goals forward with precision.
Conclusion
Tracking KPIs for your HubSpot landing pages is not just about gathering data; it’s about understanding how your pages perform and using that knowledge to improve. By leveraging HubSpot’s analytics tools, customising reports, and focusing on relevant metrics, you can gain actionable insights to optimise your landing pages for better engagement and conversions.
Regular monitoring, A/B testing, and a data-driven approach will ensure your landing pages remain effective and aligned with your marketing goals. Start tracking today and make every landing page count.
