Marketo Landing Page Performance Report

With this report, you can:

• Evaluate Effectiveness: Measure the performance of your landing pages based on key metrics.
• Track Leads: Monitor form submissions and identify new prospects.
• Compare and Optimize: Analyze performance across multiple pages to derive actionable best practices.

Xgrid’s Application of Landing Page Insights

For a client, our Certified Marketo Experts utilized the Landing Page Performance Report to analyze conversion rates across multiple landing pages.

By identifying high-performing designs, the team recommended implementing best practices, such as optimizing forms and CTAs, across all pages.

Additionally, traffic source analysis revealed opportunities to adjust paid campaigns, leading to improved ROI and better audience targeting.

How to Create a Landing Page Performance Report

Step 1: Set Up the Report

1. 1. Navigate to your program in Marketo.
   2. Select New Local Asset and choose Report.
   3. Choose Landing Page Performance Report from the report types.

Step 2: Define Time Frame

• • In the Setup Tab, select a time frame for analysis (e.g., last month, last quarter).

Step 3: Analyze the Report

• • Open the Report Tab to access performance data, including visits, conversions, and conversion rates.

Key Metrics in the Report

• Visits: Total number of visitors to the landing page.
• Conversions: Number of visitors who completed a form.
• Conversion %: The percentage of visitors who converted by submitting a form.
• Social Traffic: Visits from social media platforms like Facebook, LinkedIn, or Google Ads.
• AB Test Results: Consolidated stats for all pages in an AB test group, indicated by an AB icon.

Using the Report to Drive Improvement

1. Identify High-Converting Pages

• • Sort the Conversion % column in descending order to highlight pages with the best results.
  • Examine elements like headlines, CTAs, and form placement to replicate success.

2. Address Low-Converting Pages

• • Focus on pages with high traffic but low conversions.
  • Check for issues like page load speed, unclear CTAs, or overly complex forms.

3. Evaluate Traffic Sources

• • Use the Social Traffic metric to understand which channels drive the most visits.
  • Adjust campaign spending on platforms delivering strong results.

Best Practices for Optimizing Landing Pages

• Simplify Forms: Reduce friction by requesting only essential information.
• Strengthen CTAs: Ensure your call-to-action is visible, engaging, and action-oriented.
• Design for Mobile: Make pages mobile-friendly to cater to all devices.
• Leverage Social Traffic: Focus on platforms that consistently deliver quality traffic.

Troubleshooting Data Discrepancies

Marketo’s Landing Page Performance Report includes both known and anonymous visitors, while Smart Lists track only database-known users. Differences in data may arise from:

• Anonymous visits via social media or search engines.
• Known user actions captured within your database.

Tips for Analysis and Continuous Improvement

• Prioritize Conversion Rates:
  • High conversion rates highlight effective messaging and design.
  • Optimize low-performing pages with significant traffic.
• Regular Reporting:
  • Run the report periodically to monitor trends and adapt strategies accordingly.

The Landing Page Performance Report is an invaluable tool for improving lead generation and campaign success.

Our approach demonstrates how analyzing data and implementing targeted optimizations can help clients achieve measurable improvements in their marketing strategies.