American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

The best analytics metric to evaluate the effectiveness of webpage copywriting is __________.

1. Average time on page

2. Pageviews

3. Pages per session

4. Landing page conversion rate

The correct answer is: Landing page conversion rate

The landing page conversion rate is a crucial metric for evaluating the effectiveness of webpage copywriting because it directly measures how well the content persuades visitors to take a desired action, such as signing up for a newsletter, making a purchase, or filling out a contact form. This metric reflects the alignment of the copy with audience intent, clarity of messaging, and overall persuasiveness, which are all essential components of successful copywriting. While average time on page can indicate user engagement with the content, it does not necessarily correlate with effectiveness. A visitor might spend time reading the copy but still leave without taking action, suggesting that the copy might not be compelling enough. Pageviews count the number of times a page is viewed but don’t assess the performance of the copy itself. Pages per session can indicate navigational behavior but do not provide direct insights into the quality or effectiveness of the copywriting. Therefore, the landing page conversion rate stands out as the best measure of how effectively the copy leads to tangible business outcomes, making it the most relevant metric in this context.