Running paid campaigns without understanding what happens after the click is like driving with your eyes closed. Landing page optimisation is what turns ad spend into revenue -- and the metrics that matter most are the ones most teams never look at.
Tools like Microsoft Clarity surface behavioural signals that reveal exactly where your landing page is failing. Here are four metrics worth paying attention to.
Rage clicks: spotting user frustration
Rage clicks happen when a user rapidly clicks the same area out of frustration -- usually because something looks clickable but is not, or because the page is not responding as expected. These moments pinpoint exactly where your user experience breaks down. Fix the elements that trigger rage clicks and you remove friction from the conversion path.
Dead clicks: finding broken interactions
Dead clicks occur when users click on elements that do nothing -- text that looks like a link, images that seem interactive, buttons that do not respond. Each dead click is a micro-frustration that erodes trust. Identify these elements and either make them functional or redesign them so they do not mislead.
Excessive scrolling: content that is not working
When users scroll excessively, they are hunting for information they cannot find. This usually means your content is poorly structured, key information is buried too deep, or the page simply has too much filler. Use scroll data to identify which sections cause fatigue, then restructure so the most important content appears where users actually look.
Quick backs: instant exits
A quick back means the user landed on your page and immediately hit the back button. This signals a disconnect between what the ad promised and what the page delivered. If your quick back rate is high, check message continuity between your ads and landing pages. The headline on your page should confirm the intent that drove the click.
Why these metrics matter
- Better user experience. Removing friction points -- dead clicks, confusing layouts, misleading elements -- directly improves the likelihood of conversion.
- Higher conversion rates. These metrics tell you exactly what to fix. Address them and your landing page conversion rate improves without increasing ad spend.
- Data-driven decisions. Stop guessing what is wrong with your page. Behavioural data gives you concrete evidence to prioritise changes that actually move the needle.
Conclusion
Most teams obsess over CTR and CPC while ignoring what happens on the page itself. The real gains come from understanding user behaviour post-click. Set up Microsoft Clarity or a similar tool, review these four metrics regularly, and treat your landing page as a living asset that needs continuous refinement. If you want help building landing pages that convert or setting up proper analytics and reporting, let us know.