Your sales page is a page on your site expressly set up to sell a specific product or service. It should be obvious at this point that there are many things you can track on a sales page to see what works and what does not.
Sales pages can be long or short. The more sales pages you have on your website, the more money you are going to earn from your site. You can create more than one sales page per product to attract different segments of your audience as well as to test and track your actions for improvement. These are some of the things you should track on a sales page.
- Average Time on Page
How long does someone stay on the sales page once they click through to it? What are they doing there? How long they spend lets you know if they’re consuming the content, forgetting the computer is on or leaving quickly due to lack of interest.
2. Bounce Rate
In comparison to how many people click through to the site, how many leave without reading? Ideally, you want your bounce rate to be low because a high bounce rate signifies problems with the website or problems with the information.
3. Buy Box
You can track your buy boxes or buy button, whatever you want to call it, to find out which type works better. Some people like big buy buttons. Some like it to look more like a shopping cart. Others don’t’ care. What does your audience think?
4. Call to Action
Track your CTAs to find out if they’re working as you hoped. You can set up your Google Analytics to track your CTAs on your sales pages so that you can collect information to improve.
5. Cart Abandonment
Are people putting items in their cart and leaving it? Why? You can use tracking and metrics to get an excellent educated guess that you can test to reduce cart abandonment and improve sales.
6. Conversions
Tracking conversions for all your sales pages is an essential way that you can boost your sales. If you’re aware of what is converting at a higher rate, you can work with that to do more.
7. Guarantee
It may not have occurred to you that your guarantee is something to track on a sales page. Some people like certain types of promises while others turn them off, which audience do you have?
You can test and track this by creating A/B testing to see what works best.
8. Headline
Test and track various headlines for your sales page to find out what works best and attract the right ready-to-buy audience to your sales page.
9. Landing Page Views
How many landing page views do you get on average each day compared to how many purchases?
10. Navigation
Test your landing pages with and without navigation to find out which performs better for your audience. Don’t make assumptions.
11. Traffic
Not only do you want to know where the traffic originates, but you also need to know what that traffic does after it gets to your sales page. Traffic can come from direct URL clicks, referrals such as affiliates or influencers, social media marketing, search, email, and even pay per click traffic. All of this needs to be analyzed and tracked so that you can improve.
12. Website Colors
Do an A/B test by changing nothing but your colors. You may prefer pink, but does your audience? You’ll never know for sure if you don’t track and test it out.
Use this list to decide on what to track on a sales page and set up testing of new ideas. This is a great way to ensure that your sales pages are optimized for conversions. When you discover a new idea, always implement it by creating a B option with the new idea and running it against your original page (A) as an A/B test. That way, you can be assured that you improve your results each step of the way.
