User engagement scoring for One Pagers and Landing Pages

One question we often come across is “can Fixel work with my one pager/landing page?”.

This is an important question as Fixel’s user engagement scoring was originally designed for “regular” websites with multiple pages and longer content.

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Working with clients from various verticals and use cases, we have seen some fantastic examples of using Fixel with such pages to drive outstanding results.

In this post we will discuss the different aspects of using Fixel with such pages. For sake of simplicity, we will refer to these as landing pages on this post.

Why use landing pages to begin with?

The benefits to using a landing page are numerous. Heck, we built the Fixel site as a landing page and grew it out to a full-blown website.

Pros

  1. Focus
    A good landing page offers one important benefit – keeping the user focused on your conversion. Building the page right will funnel the user while addressing his different questions and objections, all the way to that sweet conversion.
  2. Faster design & development
    Building a landing page requires less far less resources for design and development, simply because you design a single page. When done right, you should also be able to re-purpose the same template (with slight changes) to additional campaigns.

Cons

Limited messages
When designing a landing page, you must limit yourself to a minimal message you want to covey. Its good for keeping the user focused and funneling him to convert, but will limit you to pitching a single offer.

Building a landing page

Getting your landing page up and running is usually a simple process. There are plenty of great builders out there, our personal favorite is Pagewiz.

Most builders offer a simple drag & drop interface making the page building completely code-less. The better ones also offer a good template library, so you can easily grab a template that fits your needs and get your page up and running in no time.

We won’t go into the bits and bytes of building a landing page, as there’s already fantastic resources out there – like the Kissmetrics Beginner’s Guide to Landing Pages.

Use cases for engagement scoring on a landing page

Understanding your user’s engagement level on a landing page can give you great insight. Let’s go over some examples of how you can use this data.

Lead Prioritization

Knowing your user’s engagement level can very valuable when prioritizing your follow up.

For example, hot leads (Fixel High) will be followed up with sooner than colder leads.

Also, if you are selling these leads to a third party, you can price these differently based on their engagement score.

Remarketing

This is the classic use case for landing pages. A user clicking to your landing page has already expressed some interest in your offer. But for large scale campaigns, going after all visitors with the same message can be costly and inefficient.

Using the user’s engagement score, you can remarket to them with a tailored offering. For example, user’s in the High segment might be targeted with a sense of urgency message (“only 5 products left!”) while users in the Medium segment will see mid-funnel content like a product video.

Lookalikes

One of the key issues that landing pages face is lack of scale for lookalike seeds. If your landing page drives dozens of conversions on a daily basis, then you can expect to create a decent lookalike seed for most major ad platforms. In many the page’s scale is smaller, resulting in too small a seed or an inaccurate one.

Using the Fixel High segment as a lookalike seed can yield great results – a wider sample of your best users that translates into a better lookalike audience.

Guidelines for using engagement scoring on a landing page

landing pages differ from full websites in two key engagement factors that Fixel measures: Length and Depth. If a landing page manages to address these two, the Fixel algorithm will be able to analyze the users passing through the page.

Length

This is a pretty straightforward one. Short landing pages that have a single fold provide a limited room for the algorithm learn.

For example, consider a landing page for a Fast Internet package. Such a page would consist of a title, some bullets with the package details, pricing and a signup form. All this squeezed within a single fold.

Such a page would have little room for Fixel’s algorithm to distinguish engaged users from the un-engaged.

Our recommendation:
Use Fixel for pages with a minimal scroll of three screen height (roughly 3000 pixels)

Depth

This relates to the various page elements a user can interact with. As with the page’s length, the more elements on the page, the more data the Fixel algorithm can learn.

These elements can be (not in any way an exhaustive list): Tabbed content, forms, videos and more.

The Fixel tracker analyzes how users engage with these elements to understand which users have the highest engagement. A page with a limited number of elements will have little room for the algorithm to learn.

Our recommendation:
Have at least 5-6 engaging elements on each page

 

Elad Levy

Elad Levy is the Head of Growth of Fixel. Husband, father of 2 rascals and Southpark fanatic. Has a strong fetish for Web Analytics.
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