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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
Now we'll take a look at the Top Landing Page and Exit Page reports. Landing page analysis is really important. There is a tight correlation between the success of a site and lowering the bounce rate and one of the surest ways to lower your bounce rate is to improve the pages that they land on to be compelling enough to stay. The Top Landing Pages, we can see here that these are the most common landing pages, the bounces, the bounce rate, but it's not necessarily the most actionable. It's hard for me to take action on this as a simply aggregated top report. Usually what we would do if we want to improve the landing pages is we would do something like look at the keywords that brought them there and understand why they came. Did they do a search on a particular set of keywords that are going to give us insight into what they were looking for when they hit the page? So for example, if I came here to the Keywords report, and found that people came to my site looking for Google Consulting Services.
Now hopefully they landed on the google consulting services page; otherwise, they might be likely to bounce. So I come in here and I set my Segmentation option here to be the Landing Page dimension, and then I can see all the different pages the people landed on. This is going to help me understand how I can improve my landing pages much better than the Top Landing Pages report, which is simply aggregated across all traffic sources and all Keywords. Another good example of how we can analyze landing pages. Let's say, for example, that we're running a banner ad campaign selling small red cardboard boxes from Acme Industrials.
Now one option might be to send people from the banner ad right to our homepage. Another option for a different landing page might be to send them directly to the page that sells small red cardboard boxes. Now most of you are probably guessing that the page that sends directly to the product is going to perform better, but of course we don't want to rely on speculation. We need to make sure that the data backs up that. What we can do is take a look at these different campaigns. We can see here that the landing page for this particular campaign, Small Red Cardboard Boxes versus the Homepage.
What the data tells us is that even though the visits were about the same, approximately 1100 for each one since we did a somewhat evenly split test, look at the difference in revenue, $3500 for those who landed on the Small Red Cardboard Box versus just 707 for those who hit the Homepage. It's clear here our speculation was correct; in this case, the detail page was far better of a landing page than the homepage. Now let's take a look at Top Exit Pages. Top Exit Pages are going to show which pages our visitors are leaving from. Now this isn't exactly like a bounce. A bounce means that the page they leave from was the page that they entered on, and a bounce is generally a bad thing. We want people to go ahead and click on more pages of our site and interact with our site.
An exit page has to happen. You have to leave somewhere. You can't stay on our site forever. So it comes much more of a case of which particular page did you leave from. In this case, let's take a look at this one where I have two different pages here. The first one is the genericGuarantee, and then I have changed it to be 100percentBuyBackProgram. What I'm hoping is that after you read my guarantee, you are going to go on and buy things from me. So what I'm hoping in this case is that this is not going to be the last page that you see, and I am going to judge the success of these two by which one gets people to move on to the next page.
In this case, we can see the genericGuarantee had a 58% exit rate while the 100percentBuyBackProgram had only a 10%. In this case, the 100percentBuyBackProgram page was far more successful at getting people to move on and not leave the site at that point. Now on the other hand, if we found that the most common exit page on the site was my Thank You page after completing my shopping cart, that would be fantastic. That's where I want everyone to leave. It's very important to understand how your visitors reach your site and what elements of your site are driving them away. Whether you use the Top Landing Page and Exit Pages or whether you view those landing pages as evaluation criteria for other campaigns, keywords and sources, this is a critical piece of our analysis.
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