PIPELINEGuide
Landing page: measure success instead of guessing
Without a predefined metric, you can't say afterward whether a landing page was worthwhile. Which numbers work, which mislead, and when to collect them.
The success of a landing page can only be measured if the baseline value was recorded beforehand — two weeks of tracking is enough. Useful metrics are processing time per case, proportion of cases that run through without intervention, and response time to external parties. Team satisfaction in the first two weeks is not a useful benchmark.
01 — Measurement
How you measure success
- Define the one number beforehand. Without a baseline value, nothing can be proven afterward. Two weeks of tracking is enough for a reliable reference point.
- Processing time per case. The most direct metric: How long does the affected process take today, how long afterward.
- Percentage of cases that complete without intervention. This ratio typically rises significantly in the first weeks when refinements are made — it's the best early indicator.
- External response time. How quickly does someone who inquires receive an initial binding answer.
- What you should not measure: Team satisfaction in the first two weeks. Every transition feels worse initially than it actually is.
02 — Calculation
How to calculate it
Four numbers are enough: How often does the process occur? How long does it take? What does an hour cost internally? And what does the solution cost — one-time plus operation over three years?
An example: A process that occurs twice a week and takes 40 minutes each time ties up around 69 hours per year. At an internal hourly rate of 45 euros, that's roughly 3,100 euros per year locked in there. If a solution reduces this effort by two-thirds, it often pays for itself — depending on the actual quote — within one to two years. We'll give you the exact figure for your case after the initial meeting.
This calculation is deliberately conservative: it only accounts for the time saved, not the errors avoided or the orders that come through due to faster response. In practice, the benefit is usually higher — but you shouldn't count on it before you've measured it.
03 — Context
What experience shows
The most common reason for expensive clicks without results is not the ad, but the page behind it.
04 — Questions
Frequently asked questions
What definitely belongs on it?
What you offer, for whom, what it costs or at least in what range, who you are, and a single clear next step. Price information scares away less than its absence.
Can you also run the ads for it?
That's a separate service that we also offer. Landing page and ad should match in content, but technically they are two separate work steps.
When can you evaluate a test?
As a rule of thumb, a variant test needs several hundred visitors per variant and at least 25 to 30 conversions, otherwise you're measuring chance. With small numbers, it's more honest to decide based on arguments rather than pseudo-statistics.
What if the landing page doesn't convert?
Then we look at the drop-off points before we rebuild anything. Usually it's a single section, not the whole page — you find it through measurement, not guessing.
Why not simply advertise the homepage?
Because the homepage is there for everyone and therefore concrete for no one. Anyone who clicks on an ad about a specific topic expects exactly that topic — not a menu with eight options.
Does the landing page have to match the website?
Visually yes, structurally no. It may be significantly leaner — often without main navigation, so there's only one way forward.
Can the same landing page be used for multiple ads?
Yes, as long as the promise of the ads aligns. If the offers differ significantly, each ad needs its own page — otherwise the expectation at the click doesn't match.
Next step
We'll look at your starting position.
Tell us what's eating up time today. That becomes an assessment with effort and benefit — and only then an offer.