The Top Landing Pages Report is different to other reports within Google Analytics as it only provides statistics relating to the ‘Entrances’, ‘Bounces’ and ‘Bounce Rate’ Metrics. The reason for this is that primary function of the Top Landing Pages Report is to compare the performance of different landing pages within your site. Pages with high bounce rates indicate that landing pages are not meeting visitor expectations, whereas pages with low bounce rates indicate that users are finding the content on the landing page interesting and are willing to visit more pages within the site.
Within the Top Landing Pages Report you are also able to drill-down for each of the entrance pages listed and see more common Google Analytics metrics such as ‘Time on Page’, ‘%Exit’ and ‘Page Views’. Users also have access to the navigation analysis and landing page optimization information, as described previously when discussing the Top Content Report. The information contained within navigation analysis can be used to find out where people are navigating to after leaving the landing page, where as Landing Page Optimization information helps ensure you are considering the audience temperament and SEO.
How does this report benefit website owners? It identifies where page content needs to be improved in order to improve conversion rate. If organizations know the exact page where they are not making an impact with customers they will be more inclined to make content more appropriate in the future.
It is important to remember when analyzing statistics relating to Top Landing pages that the context in which pages exist is considered. For example a page may have a bounce rate of 80%, but further examination may reveal that the ‘call –to-action’ on the page asks the user to ‘call us now’ rather than linking to another page within the site, so a high bounce rate would be expected.