Understand which landing pages bring buyers

The question to answer

A useful landing page answers a particular visitor need and offers a clear next step. Looking only at pageviews favours popular pages, even when a smaller page reaches people who are closer to buying. Entry-page reporting gives you a way to investigate that difference without assuming the page itself caused the sale.

Before you start

Tracking on the landing page and the subsequent signup or checkout journey.

Revenue attribution for paid outcomes, or a defined goal for an earlier action.

A date range long enough to include typical purchase delays.

1. Start with Entry page

Open the Page breakdown and select Entry page. This describes where recorded sessions started. Keep it separate from Page, which describes pages viewed during a visit.

2. Compare volume and credited revenue

Use the visitors/revenue sort control and note pages that look different under each view. A page with substantial traffic but few paid outcomes is a question to investigate, rather than automatic evidence of a poor page.

3. Inspect the audience behind a page

Select an entry-page row to filter the dashboard. Review Channel, Referrer and Campaign so you can distinguish a page problem from a change in who reached it.

4. Read goals and journeys

Use the Goals panel and visitor journeys to inspect the path after arrival. Check whether visitors reached pricing or completed the action you intended. Repeated visits and multiple sources can complicate a simple page-to-purchase story.

5. Change one thing and review again

Try a clearer next-step link, a more relevant offer or a shorter route to signup. Compare equivalent periods and campaign mixes. Record what changed; this is an observational comparison, not a built-in randomised A/B test.

Worked example

The comparison page earns £2 per visitor in this example, but its audience may already have high purchase intent. Promote it selectively and check whether the result holds with a broader audience.

Check your setup

Entry page is selected instead of Page when discussing entrances.

The page filter remains applied while you read goals and sources.

The comparison uses consistent periods and acknowledges audience changes.

How to interpret the result

A viewed page is not necessarily the page credited under payment attribution.

One payment can dominate a small page’s results.

Visits with missing consent or tracking data are absent from the observed journey.

Your next action

Write down the visitor question each landing page should answer, then choose a single improvement for the page with the clearest gap.