Building a landing page for your website is a lot like baking a cake. Everyone has their own opinion on the best flavor, how much flour to use, or how long it should stay in the oven. Landing pages are the same way. Everyone has a different “secret recipe” for what drives results.
At Pintler Group, we’ve spent years testing ingredients, adjusting the temperature, and figuring out what actually makes people stick around instead of tossing the whole thing after one bite.
Over time, we’ve identified the top 10 metrics we focus on that consistently drive lead-generation success for our clients.
1. Bounce Rate
Bounce rate is the percentage of people who land on your website and leave without taking another action. Think about the last time you accidentally clicked a link, landed on a page, and immediately hit the X button. That’s a bounce.
Usually, a high bounce rate means something is off in the recipe. Maybe the page loaded too slowly, the design felt confusing, or the content just didn’t match what the visitor expected.
2. Visitor Location
At Pintler Group, we use GeoFli to personalize landing pages based on where someone is visiting from.
Instead of serving everyone the same experience, we can dynamically change headlines, imagery, or messaging depending on location. Because honestly, you probably wouldn’t bring the same cake to a wedding that you would to a kid’s birthday party.
The more personalized a page feels, the more likely people are to stick around and convert.
3. Video Views
People process video fast. Sometimes faster than written content. A strong video can explain your product, build trust, and keep people engaged way longer than a wall of text ever could.
That’s one reason we love using tools like RevelForms. Interactive video experiences help turn passive visitors into active participants.
Because let’s be honest, sometimes people would rather watch a TikTok of the cake being made than read the recipe.
4. New vs. Returning Customers
Not everyone converts on their first visit. Some people browse, leave, come back later, and then finally take action.
Tracking new versus returning visitors helps show whether your website is memorable enough for people to come back for another slice.
5. Conversion Rate
This is the big one.
Conversion rate measures how many people actually take the action you want them to take, whether that’s filling out a form, booking a call, or making a purchase.
You can have thousands of visitors, but if nobody converts, your landing page is basically a beautiful cake nobody wants to eat.
6. Click to Call
Sometimes people don’t want to fill out a form. They just want to talk to someone immediately.
Tracking click-to-call actions helps show how many users are ready to take that next step right now. Especially for local businesses, this can be one of the strongest intent signals on the page.
7. Chat Initiated
Live chat and AI chat tools have completely changed how people interact with websites.
A lot of users would rather ask a quick question through chat than dig through five different pages looking for answers. Tracking chats initiated helps measure engagement and identify moments where users are actively looking for more information.
Think of it like someone walking into the kitchen and asking for the recipe directly.
8. Form Completion Rate
This one goes deeper than just submissions.
Did someone start filling out the form but quit halfway through? Did they only complete 10% of it? Did they get stuck on one question?
Tracking form completion rate helps identify friction points that might be hurting conversions. Nobody wants to fill out a 27-step form just to get a cupcake.
9. Campaign Source
Understanding where visitors came from, whether it’s a Facebook ad, Google Search ad, CTV campaign, email campaign, or organic social post, helps determine which marketing channels are actually driving results.
Because if one ingredient is ruining the cake, you probably want to know which one it is.
10. Total Visits
At the end of the day, traffic still matters.
Total visits help measure awareness and reach. If nobody is visiting your website, it becomes really hard to generate leads, no matter how good the landing page looks.
But traffic alone isn’t enough. The real goal is attracting the right people, keeping them engaged, and guiding them toward action.
That’s the difference between throwing random ingredients in a bowl and actually following a recipe that works.
At the end of the day, landing pages are never truly “finished.” The best-performing pages are constantly being tested, adjusted, and improved over time.
A little more sugar here. A little less flour there.
That’s the fun part.