Content metrics and how to measure landing pages
Posted: Mon Jan 27, 2025 9:09 am
This may be the simplest aspect of content to measure, as it is deeply related to the more general measures of leads and conversions, and is also strongly related to everything defined as CRO (Conversion Rate Optimization).
We can easily measure the effectiveness of our landing pages with Google Analytics, especially if we take into account the implementation of Content Groups , for the implementation of which both Google Analytics and Google Tag Manager work very well. I recommend reading this guide from Builtvisible
On the other hand, we must always remember that the default conversion rate metric should not be taken as the only metric to incorporate into decision-making.
The same is true when it comes to content performance iran phone number data and optimization. In fact, the better we segment our analysis, the better we will understand how our landing pages are performing , giving a better sense of the value of the conversion rate and therefore correcting and improving our sales and leads.
Good examples of segmentation are:
Conversions per returning visitor vs. new visitors
Conversions by visitor type based on demographics
Conversions by channel/device.
These segmented metrics are essential for developing A/B tests with our content.
Here are some examples of A/B testing for landing page content:
Different title tags and meta descriptions (yes, title tags and meta descriptions are content too and play a key role in CTR and "first impressions").
Prominent presence of testimonies versus a discreet presence.
The tone of voice used in the product description (I experiment with the writing).
Product image gallery vs. product presentation video.
Here are some additional sources on CRO and content that will inspire you better than I, no doubt, in this specific field:
Unbounce
Optimizely
ConversionXL
On-site measurement of "editorial" content
Web Content Measurement
This is where things start to get a little complicated.
Blog posts, guides, whitepapers , and similar content are generally not of a lead-converting nature, at least not directly.
Typically their goals are more intangible, such as creating familiarity and brand recognition, trust and authority… in practice being useful in the field of EAT (Expertise, Authoritativeness and Trustworthiness) .
In other cases, this type of content also serves the purpose of creating and maintaining an active community, as is the case with Moz. I tend to consider this as a subset since, in many niches, building a community is not a priority. Or, even if it is, it does not offer a reliable flow of “signals” in order to properly measure the effectiveness of our content due to a lack of statistical evidence.
A good starting point is the measurement of so-called 'consumption indicators'.
Again, the ideal is to implement content grouping in Google Analytics, because that way we can segment each different type of editorial content.
For example, if we have a blog, we can not only create a group for it, but we can also create:
There are as many groups as there are categories and tags on our blog.
Groups according to the average length of the posts
Groups by the type of formats used (posts with videos, posts with infographics, long-form posts, etc.).
We can easily measure the effectiveness of our landing pages with Google Analytics, especially if we take into account the implementation of Content Groups , for the implementation of which both Google Analytics and Google Tag Manager work very well. I recommend reading this guide from Builtvisible
On the other hand, we must always remember that the default conversion rate metric should not be taken as the only metric to incorporate into decision-making.
The same is true when it comes to content performance iran phone number data and optimization. In fact, the better we segment our analysis, the better we will understand how our landing pages are performing , giving a better sense of the value of the conversion rate and therefore correcting and improving our sales and leads.
Good examples of segmentation are:
Conversions per returning visitor vs. new visitors
Conversions by visitor type based on demographics
Conversions by channel/device.
These segmented metrics are essential for developing A/B tests with our content.
Here are some examples of A/B testing for landing page content:
Different title tags and meta descriptions (yes, title tags and meta descriptions are content too and play a key role in CTR and "first impressions").
Prominent presence of testimonies versus a discreet presence.
The tone of voice used in the product description (I experiment with the writing).
Product image gallery vs. product presentation video.
Here are some additional sources on CRO and content that will inspire you better than I, no doubt, in this specific field:
Unbounce
Optimizely
ConversionXL
On-site measurement of "editorial" content
Web Content Measurement
This is where things start to get a little complicated.
Blog posts, guides, whitepapers , and similar content are generally not of a lead-converting nature, at least not directly.
Typically their goals are more intangible, such as creating familiarity and brand recognition, trust and authority… in practice being useful in the field of EAT (Expertise, Authoritativeness and Trustworthiness) .
In other cases, this type of content also serves the purpose of creating and maintaining an active community, as is the case with Moz. I tend to consider this as a subset since, in many niches, building a community is not a priority. Or, even if it is, it does not offer a reliable flow of “signals” in order to properly measure the effectiveness of our content due to a lack of statistical evidence.
A good starting point is the measurement of so-called 'consumption indicators'.
Again, the ideal is to implement content grouping in Google Analytics, because that way we can segment each different type of editorial content.
For example, if we have a blog, we can not only create a group for it, but we can also create:
There are as many groups as there are categories and tags on our blog.
Groups according to the average length of the posts
Groups by the type of formats used (posts with videos, posts with infographics, long-form posts, etc.).