Landing Page Metrics: What to Track & Why It Matters in 2025
You’ve put time into your landing page—design, copy, offer, all polished. But how do you know it’s working?
The answers live in the metrics. They show you where visitors engage, where they hesitate, and where the real opportunities are hiding.
Tracking the right landing page metrics is essential to turn clicks into conversions.
Without data, you're guessing; with it, you're improving continuously. Each metric, from bounce rates to conversion rates and session durations, gives you actionable insights to refine design, messaging, and overall performance.
In this blog post, we’ll discuss the most important landing page metrics to track and why they matter for driving return on investment (ROI), reducing ad waste, and maximizing every visitor's impact.
What Are Landing Page Metrics?
Landing page metrics are key performance indicators (KPIs) that measure how effectively a landing page drives conversions and engages visitors. These metrics include conversion rate, bounce rate, average time on page, click-through rate (CTR), and traffic sources.
Monitoring these data points helps marketers or landing page designers evaluate the success of their campaigns, identify user behavior patterns, and make data-driven improvements. High-performing landing pages have strong relevance, compelling calls to action (CTAs), and minimal distractions.
Businesses can optimize content, design, and user experience by analyzing landing page metrics to boost ROI and achieve marketing goals.
9 Most Important Landing Page Metrics to Track
There’s no shortage of data, but not every number tells a useful story. To make smarter decisions, focus on the key landing page KPIs that move the needle.
Here are nine that deserve your attention.
1. Conversion Rate
Conversion rate measures the percentage of visitors who complete a desired action, such as purchasing, signing up for a newsletter, or downloading an e-book.
Conversion Rate = (Conversions / Total Visitors) x 100
For example, if 50 out of 1000 visitors convert, your conversion rate would be 5%. This metric is the ultimate indicator of landing page performance because it directly reflects how effectively your content, design, and offer persuade visitors to act.
A reasonable landing page conversion rate varies by industry, but anything between 2% and 5% is generally considered decent, with high-performing pages reaching 10% or more. Optimizing conversion rate often involves A/B testing headlines, CTAs, visuals, and form fields to reduce friction.
2. Bounce Rate
This indicates the percentage of visitors who leave a landing page without interacting with it, i.e., they view only one page before exiting. A high bounce rate suggests the landing page isn’t relevant or engaging.
Bounce Rate = (Single Page Visit / Total Visits) x 100
So, if you have 1000 visits and 600 of them are single-page sessions, your bounce rate is 60%. For context, the average landing page bounce rate is roughly 45%.
To lower your bounce rate, ensure your page loads quickly, has clear value propositions, and is mobile-optimized. Engaging content, compelling CTAs, and trust signals like testimonials or secure payment icons also help keep visitors on the page.
3. Average Time on Page
This metric measures how long visitors spend on your landing page, indicating engagement.
Average Time on Page = (Total Time Spent on Page by All Visitors / Number of Visitors) x 100
A healthy average time on page varies but indicates engagement if users stay more than one minute.
However, it’s important to distinguish between passive viewing and active engagement. A long average time might not always indicate interest; visitors could read passively without taking action.
For example, a higher average time on page might suggest that visitors are deeply engaged, especially if it’s a blog post or other long-form content. On the other hand, a shorter time paired with a high conversion rate can be a good sign for product or checkout pages where quick decisions are expected.
4. Sessions by Source (Traffic Origin)
Tracking sessions by their source helps understand where your visitors come from, be it search engines, social media, paid ads, or direct visits.
Analyzing the top converting sources helps optimize marketing spend.
For instance, you might see high traffic from social media but a low conversion rate, signaling a need to refine your messaging or audience targeting.
Tools like Google Analytics can pinpoint which sources deliver the best results, enabling you to refine your strategy and invest more effectively.
5. Cost Per Conversion
Cost per conversion (CPC) is a crucial metric for measuring the cost-effectiveness of your advertising campaigns. It calculates how much you spend on ads to generate a single conversion.
CPC = Total Ad Spend/Conversion.
If you run an online store, spend $500 on ads, and gain 50 conversions, your CPC would be $10. Optimizing CPC involves refining targeting, ad creatives, and landing page design to improve conversion rates while lowering ad spend. Reducing unnecessary clicks or impressions through better audience segmentation and ad copy refinement can decrease your CPC.
You can also improve landing page conversions with tools like Swipe Pages, a mobile-first landing page builder focused on performance and speed. It’s designed to help marketers create fast-loading, conversion-optimized pages without needing to code.
Here’s what one user had to say:
“I've used Swipe Pages as my go-to landing page builder for PPC campaigns (Google & Microsoft Ads). I find it easy to get LPs up and running quickly using the provided templates and the drag-and-drop sections, but adding custom CSS and building advanced designs to match branding requirements is possible. There are four responsive views (desktop, laptop, tablet, and mobile), so you can tweak the design to make it pixel-perfect for each screen size. My favourite feature is the 'global blocks', which allows you to update templates across multiple LPs a huge time-saver simultaneously.”
- David Peake, Swipe Page User
6. Page Views and Unique Visitors
Page views refer to the total number of times your landing page is viewed, while unique visitors count individual users, regardless of how many times they visit.
A higher volume of page views may suggest your landing page attracts significant traffic, but focusing on unique visitors is often more critical.
It reflects the actual number of distinct users engaging with your content. However, volume isn't always a victory. A page with high views but low conversions or engagement may indicate that the content is not targeting the right audience or is not persuasive enough.
Tracking both metrics together helps assess both reach and quality of traffic, enabling better marketing adjustments.
7. Return vs. New Visitors
The ratio of return visitors to new visitors reveals user loyalty and content effectiveness.
A high percentage of return visitors indicates that your landing page provides ongoing value, making users come back for more. This can be a positive sign of brand trust and content relevance.
On the other hand, a higher number of new visitors may indicate that your marketing strategies, such as paid ads or SEO, successfully attract fresh traffic.
It's essential to balance both types of visitors. You want new visitors to discover your product or service, but return visitors are necessary for building long-term relationships and customer retention. Tailor your content and offerings to both user segments for optimal growth.
8. Form Abandonment Rate
This refers to the percentage of visitors who start filling out a form on your landing page but leave before completing it.
Form Abandonment Rate = (Form Starts − Form Submissions / Form Starts) x 100
A high abandonment rate can be frustrating, as it indicates potential customers are dropping off at the last step. Identifying drop-off points can help pinpoint what might be causing users to leave. Common issues include overly complicated forms, too many fields, or a lack of clear instructions.
To optimize form completion, consider reducing form length, offering autofill options, and displaying progress bars. A/B testing different form designs and asking for only the essential information can significantly reduce abandonment rates and increase conversions.
9. Exit Rate
The exit rate shows the percentage of users who leave your landing page after viewing it, often signaling where they lose interest in the journey. It differs from bounce rate because users may have interacted with the page before exiting.
Exit Rate = (Exits from Page/ Total Page View) x 100
A high exit rate suggests users are leaving your landing page without taking action, often because they’re losing interest or not finding what they expected. Pinpointing the sections where users drop off makes it easier to see what’s not resonating.
For instance, if many visitors leave after reading product features, the content may lack clarity or fail to highlight real benefits. Exits after viewing the pricing section could signal concerns about cost, missing context on value, or a lack of trust-building elements.
Analyzing exit rates across specific sections—such as testimonials, CTAs, or comparison tables—helps you spot where engagement fades. Use that insight to revise messaging, reposition key elements, or introduce stronger incentives like limited-time offers or customer reviews.
How to Benchmark Your Landing Page Metrics
Before you can improve a landing page, you need to understand how it’s performing in context.
Benchmarking gives you that perspective, helping you compare your metrics against industry standards, past results, and data from tools like Swipe Pages. It highlights what’s working, what’s underperforming, and where you should focus your next round of optimizations. Let’s see how to benchmark landing page performance metrics.
1. Compare Against Industry Benchmarks
Start by researching average metrics for your industry, like conversion rates, bounce rates, and time on page. These benchmarks help you set realistic expectations and goals.
If your performance is below average, it’s a sign to tweak elements like copy, design, or CTAs to drive better results.
2. Use A/B Testing Insights From Swipe Pages
Swipe Pages lets you run A/B tests to see which version of your landing page performs better. You can make small changes, measure their impact, and gradually improve how your page performs.
Alt Text: Swipe Pages A/B testing example comparing two landing page versions with different conversion rates
Caption: Swipe Pages A/B testing in action
Here’s what you can do with its A/B testing feature:
- Test variations of key elements: Try different headlines, CTAs, or layouts to see what gets better engagement.
- Split traffic across versions: Control how much of your audience sees each variation to ensure fair comparisons.
- Track performance metrics in one place: Review conversion rates, bounce rates, and other KPIs without leaving the platform.
- Apply results to future pages: Use what you learn to shape upcoming campaigns and landing page updates.
Driva achieved a 36%+ conversion boost in just three months by implementing A/B testing across 100% of their traffic. Successful experiments led to significant improvements, while streamlined processes reduced campaign launch times. This allowed the team to focus on strategic initiatives, driving better results and operational efficiency.
To learn more about A/B testing in Swipe Pages, watch this video:
3. Measure Against Past Performance
Track how your landing page performs over time. Comparing current metrics with past results shows whether your optimizations are working.
Look for patterns like lower bounce rates, longer time on page, or more completed forms. For example, if a layout change led to a 15% increase in newsletter sign-ups over the last month, that’s a strong signal it’s working.
Continuous monitoring helps you spot what’s working and align your page with business goals.
3 Tips to Improve Landing Page Performance Using Metrics
Tracking metrics is only half the battle. To truly boost performance, you need to act on the data. Implement these tips to focus on turning numbers into actions that increase engagement, drive conversions, and improve user experience.
- Focus on CRO, Not Just Traffic
High traffic is excellent, but if visitors aren’t converting, it’s wasted potential.
Prioritize conversion rate optimization (CRO) by analyzing user behavior, form drop-offs, and CTA performance. Minor tweaks like clearer copy or faster load times can turn more visitors into leads or customers without increasing traffic.
Alt Text: Side-by-side comparison of AliveCor homepage redesign showing control and variation layouts
Caption: AliveCor’s homepage redesign: Control vs. variation
For example, AliveCor, a health tech company, improved paid sign-ups by 49.4% after a homepage redesign focused on optimizing content and layout—without increasing traffic. This demonstrates how small changes like improved messaging or design can significantly impact conversions.
- Personalize for Return Visitors
Returning visitors often have different needs compared to first-time visitors. You can use key landing page metrics to identify repeat visits and tailor their experience, such as displaying a different offer or more detailed product information.
Personalization increases relevance, builds trust, and nudges users closer to conversion by aligning content with where they are in the buyer journey. In fact, 81% of people are more likely to choose companies that deliver personalized experiences, highlighting how relevance can create a competitive edge.
Alt Text: Three metrics showing increased vehicle tool completions, homepage engagement, and J.D. Power ranking
Caption: Case study metrics from a case study
For example, an automotive brand saw a 254% increase in homepage engagement and a 4% boost in their "Build a Vehicle" tool completion rate after personalizing their content for returning users. This simple personalization approach led to more meaningful interactions and higher conversions.
- Improve Mobile Experience
Alt text: An image showing examples of Swipe Pages’ mobile landing pages
Caption: Mobile landing pages in Swipe Pages
If your mobile bounce rate is high, it’s time to optimize. Swipe Pages, a mobile landing page builder, helps create high-converting, mobile-first pages that load quickly and support AMP standards to deliver a seamless user experience. They also offer pre-made mobile templates to simplify the design process.
To refine performance further, Swipe Pages offers built-in analytics that let you track form submissions, link clicks, and set specific goals for each landing page. You can monitor key performance indicators, analyze time-based trends, and compare variant-level conversions to see which version performs best.
It also supports easy integration with Google Analytics and Facebook Pixel, and includes a script manager for additional tracking through tools like Google Tag Manager.
With these tools, you can identify drop-off points, understand visitor behavior, and improve landing page effectiveness.
3 Common Mistakes to Avoid While Tracking Landing Page Metrics
Misinterpreting data or focusing on the wrong numbers can lead to poor decisions. Avoid these common mistakes to ensure your analytics efforts drive meaningful results.
- Tracking Vanity Metrics Over KPIs
Focusing on metrics like page views or social shares is tempting, but they don’t always reflect business impact. Instead, track KPIs like conversion rate, cost per lead, or time on page. These metrics give a clearer picture of how your landing page truly performs.
- Not Filtering Bot Traffic
Bot traffic can skew your data.
If you’re not filtering it out, you might see inflated numbers that don’t reflect real user behavior. Use tools like Google Analytics and CAPTCHA to exclude known bots and spam traffic so your metrics accurately represent visitor interactions and performance.
- Testing Too Many Variables Together
Changing too many variables at once can lead to unclear or misleading results. When you test multiple elements, it’s hard to pinpoint what caused the shift in performance. Focus on testing one variable at a time, whether a CTA, headline, or image, to understand which change impacts conversions.
Swipe Pages: Fastest Drag And Drop Landing Page Builder Trusted By 7500+ Customers
Swipe Pages is a powerful, no-code landing page builder designed to help marketers and business owners create stunning, high-converting pages in minutes.
With an intuitive drag-and-drop interface, you can build responsive, mobile-optimized pages without touching a single line of code. Over 7,500 users trust it for its speed, ease of use, and performance-focused features.
What truly sets Swipe Pages apart is its support for AMP, which ensures your landing pages load almost instantly. This leads to lower bounce rates, smoother user experiences, and significantly better conversion rates across all devices.
Try Swipe Pages for free today and build high-converting landing pages in minutes.
Landing Page Metrics FAQs
How Often Should I Check My Metrics?
You should review your metrics regularly, ideally weekly or biweekly, to track performance trends and adjust strategies. This ensures you stay responsive to changes and optimize for better results.
Can Metrics Be Tracked Without GA4?
Yes, there are alternative tracking tools like Matomo, Adobe Analytics, or Mixpanel. These platforms offer robust data tracking and analysis capabilities, helping monitor website performance without Google Analytics 4.
What’s the Difference Between Page Views and Sessions?
Here’s a comparison between page views and sessions:
Aspect | Page Views | Sessions |
Definition | Number of times a page is loaded | Group of actions by a user in one visit |
Counts Reloads | Yes | No |
Tracks User | No | Yes |
Focus | Content popularity | User engagement |
Example | 1 user reloads page 3 times = 3 views | 1 user visits 3 pages = 1 session |
Use Case | Measure page-level engagement | Analyze user behavior |
Which Metric Tells Me If My CTA is Working?
Conversion rate is the key landing page metric for assessing CTA effectiveness. It measures how many users complete your desired action, indicating whether your CTA is compelling enough to drive conversions.
Should I Prioritize New or Returning Visitors?
Both new and returning visitors matter. New visitors bring fresh opportunities, while returning visitors indicate loyalty. You should focus on attracting new visitors, but ensure a seamless experience to retain and re-engage them effectively.
