E-commerce
October 1, 2026
Wondering how to analyze your landing pages with Google Analytics? The answer lies in one sentence: the "Landing Pages" report measures your visitors' first impression and its impact on your conversion goals. For an e-commerce merchant, it is the key to knowing which pages are actually converting and which ones need to be optimized.
But be careful, this report shouldn't be read at face value. You need to cross-reference it with context: marketing campaigns, seasonality, traffic type. Without this nuance, you risk drawing wrong conclusions and modifying pages that are already performing well.
So how do you analyze your landing pages with Google Analytics? On the agenda:
Where to find the landing pages report in Google Analytics?
Which metrics should be prioritized for an e-commerce site?
How to interpret bounce rate and session duration?
How to use this data to improve your product pages?
What checklist to adopt before modifying a landing page?
Let's get started.
Summary
Where can I find the landing pages report in Google Analytics?
In Google Analytics, the landing pages report is hidden under the "Behavior" menu, then "Site Content", and finally "Landing Pages". This is the most direct place to see which pages serve as entry points for your visitors.
This report lists your pages based on the number of sessions, from most visited to least visited. You can sort by any column by clicking on its header. For example, sort by conversion rate to immediately see your best-performing pages.
For a Shopify merchant, this view is invaluable: it shows whether your advertising campaigns are driving traffic to the right pages. If an ad points to a generic homepage when you are selling a specific product, the report will reveal it.
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Which metrics should be prioritized for an e-commerce site?
The report displays several essential columns. "Visits" indicates the total number of times this page was the first viewed. "Percentage of new visits" shows the share of first-time visitors. "New visits" gives the total of these first-time visitors.
Next, "Bounce rate" measures the percentage of visitors who leave without taking any action. "Pages per visit" calculates the average number of pages viewed. Finally, "Average visit duration" assesses the time spent on the site.
These metrics are the foundation. They help you understand whether your landing page captures attention or drives users away. A high bounce rate on a product page can signal an issue with content, pricing, or design.
How to interpret the bounce rate and session duration?
For online stores, the report adds three crucial columns. "Transactions" counts the number of purchases generated by this landing page. "Revenue" displays the sales amount in euros. "E-commerce conversion rate" calculates the percentage of visitors who purchased.
This data is directly linked to your revenue. A product page that converts at 9.3% is excellent, but you need to understand why. Is it the product, the price, the images, or a specific campaign?
Compare your pages with each other to establish a baseline. If one page outperforms the others, analyze what makes it unique. It's not just traffic that matters, it's the page's ability to convert that traffic into sales.
How to use this data to improve your product pages?
For sites that collect leads, the report offers other columns. "Goal Conversion Rate" measures the percentage of visitors who completed the desired action, such as filling out a form. "Goal Completions" counts the total number of these actions. "Goal Value" adds up the monetary value you have assigned to each conversion.
These metrics are essential for evaluating the effectiveness of your landing pages. A home page that converts well is often a sign that your visitors already know you. They arrive with a clear intent.
If your home page does not convert, it is a red flag. Something is blocking the user journey: a vague message, a form that is too long, or a lack of social proof. The report helps you identify these roadblocks.
How to analyze the bounce rate in depth?
The bounce rate is the percentage of visitors who leave your site after viewing only one page. A high rate is not always bad. On a contact page, a bounce can mean the visitor found the information and left satisfied.
On the other hand, on a product page, a high bounce rate is often a bad sign. This indicates that the visitor was not convinced to continue their journey. If so, check the quality of the images, the clarity of the price, and the strength of your sales pitch.
Compare the bounce rate with the conversion rate. If both are high, it is contradictory. A high bounce with a good conversion can mean that the visitors who stay are highly qualified. Analyze the context before drawing conclusions.
How to interpret session duration and pages per visit?
The average visit duration and the number of pages per visit indicate the engagement of your visitors. A long duration and multiple pages viewed suggest that your content captivates and encourages exploration. This is a good sign for lead generation.
For e-commerce, these metrics help understand the path to purchase. A visitor who views several pages before buying is probably comparing options. Make sure your product pages are linked to each other with relevant recommendations.
If the duration is low, your landing page is not holding attention. Improve the content, add videos or customer reviews. The goal is to make people want to stay and explore, not just look at a single page.
How to compare conversion rates between your product pages?
Comparing conversion rates between your product pages is an essential practice. Establish a baseline by calculating the average rate of all your pages. Next, identify the pages that stand out, either positively or negatively.
A page with a conversion rate of 9.3% deserves a thorough analysis. What makes it special? Perhaps a unique product, a limited offer, or a social campaign that generated a spike in traffic. Note these contexts in Google Analytics so as not to distort your future analyses.
Conversely, a page with a very low rate must be optimized. Test different headlines, images, or calls to action. Use the data to guide your decisions, not to be subjected to them.
How to analyze the homepage as a landing page?
The homepage is often the most important landing page for a lead generation site. Visitors who arrive on your homepage probably already know your brand. They have performed a brand search or typed your URL directly.
These visitors are warm leads. They already have intent. If your homepage does not convert well, that is a major problem. Something is preventing them from taking action: confusing messaging, complex navigation, or a lack of social proof.
Compare your homepage's conversion rate with that of your other pages. If it is lower, consider a redesign. Test variations of headlines, buttons, and content to find what resonates with your audience.
Why annotate changes in Google Analytics?
When you modify a landing page, it is crucial to annotate the date of the change directly in Google Analytics. This annotation allows you to compare performance before and after the modification, without having to remember the exact dates.
To add an annotation, click on the arrow under the view graph, then select "Create an annotation". Describe the change made, such as "New product page design" or "Launch of an advertising campaign".
This practice is simple but powerful. It transforms your data into an actionable history. You will know exactly which actions had a positive or negative impact on your conversions, and you will be able to replicate successes.
How to use data to prioritize your optimizations?
By regularly analyzing the report, you will develop an intuition about the types of pages that convert the best. For example, you might discover that visitors who land on a category page buy less than those who land directly on a product page.
This information is valuable. It suggests that your category pages are not convincing enough. Perhaps they lack filters, descriptions, or attractive images. Use this data to prioritize your optimization efforts.
If a category page has a high bounce rate and a low conversion rate, it is a priority project. Test improvements and measure the impact. The landing pages report is your steering tool for these experiments.
How does Qstomy complement Google Analytics?
Qstomy, the Shopify AI agent, complements Google Analytics analysis by acting directly on conversion. While the report shows you which pages are performing, Qstomy optimizes the purchasing journey in real time. It guides your visitors to the right products, offers personalized recommendations and cross-sales.
Concretely, Qstomy increases the average basket and reduces cart abandonment. It tracks packages, answers frequently asked questions and manages after-sales service. This assistance improves the user experience, which is positively reflected in your conversion metrics.
By combining Google Analytics data with Qstomy's action, you don't just observe the past. You influence the future. Every landing page becomes an opportunity for conversion, not just an entry point.
What checklist should you adopt before modifying a landing page?
Before modifying a landing page, follow this checklist to maximize your chances of success:
Analyze current data: consult the landing pages report to establish a baseline.
Identify the context: note ongoing campaigns, promotions, and seasonal events that can influence metrics.
Define a clear objective: do you want to reduce the bounce rate, increase the conversion rate, or improve session duration?
Test only one variable at a time: change the headline, the image, or the call-to-action button, but not all at once.
Annotate the date of the change: create an annotation in Google Analytics to track the impact.
In short, the landing pages report is a powerful tool to understand how your visitors discover your site. Use it regularly, cross-reference the data with the context, and take action. With Qstomy, you can go further by optimizing every step of the purchasing journey.
FAQ: Frequently asked questions about landing page analysis
What is the difference between a landing page and an entry page? None, they are two terms used to describe the first page a visitor sees on your site.
Why is my bounce rate high on a product page? This can indicate that the page does not meet the visitor's expectations, the content is unconvincing, or the traffic is poorly targeted.
How can I improve the conversion rate of a landing page? Test different elements: headlines, images, prices, calls to action, and social proof. Use Google Analytics data to guide your tests.
To go further: How to deploy digital marketing on an e-commerce site? - Qstomy, E-commerce conversion rate in Google Analytics - Qstomy, Why does an e-commerce business fail in the first 12 months? - Qstomy, Increase sales with smart product recommendations - Qstomy, E-commerce conversation analysis: understanding real customer questions - Qstomy, E-commerce first response time: what impact on conversion and loyalty? - Qstomy, How does SEO work for e-commerce sites? - Qstomy.
Enzo
October 1, 2026
