How to Track and Optimize Your Marketing Campaigns

Mitch Schneider
June 26, 2013

Want to take the guesswork out of marketing and ensure you’re spending your money wisely? We’ve put together this webinar to help you learn how to cut your marketing budget by identifying which elements of your campaigns give you the best ROI.

In this webinar, we’ll be going over 4 main aspects of how to track and optimize your marketing campaigns .

  1. Marketing Channel & Traffic Source
    Let’s focus on 2 channel segments – Marketing  Channel. What channel did your clients come in from?  Did they come in from PPC, SEO, Email marketing, Referral, social networks?
    Traffic source – Not a specific marketing channel,e.g. Google, Bing, Yahoo. We used a segmented view funnel so we can see side by side conversion.
  2. Landing Page Optimization
    We identified problem areas. This specific marketing channel isn’t performing the way we like, so instead of leaving it entirely, we want to understand how to improve this weak area. How do we maximize the interaction here? The first area to focus on is the landing page.  Improving your landing page performance not only boosts your SEO ranking, but in terms of  paid traffic and PPC you see it increases your Adwords quality score which lowers your cost per click on both display and PPC campaigns. The key here is to understand the visitor intentions. When you know why your visitors is looking for your site and what they want to do you can then tailor your landing page exactly towards what they are looking for. A/B test your landing page so you’re not guessing what works and what doesn’t work.
  3. Keyword Optimization
    Understanding the intention behind a search term is the key behind high-converting marketing campaigns.  A lot of times we’ll  break up marketing campaigns based solely on linguistics and semantics. When we really should be looking at what the visitor was looking to accomplish when they put in a search keyword? What’s their intended activity? Once you understand that, you’ll be able to tailor the experience, the advertisement and the landing page directly back to the visitor and it will increase conversions . This will also help you budget wisely so that  in terms of paid marketing campaigns understanding how visitors from a specific keyword react helps you understand what keywords are worth placing a higher bid on.
  4. Integrations
    You have to look at the full picture in order to take as much of the guess work out of marketing as possible. You need to make sure that data does not stand alone. You’re not just getting one picture from one side, you should look for the full picture of visitor interactions, both quantitatively and qualitatively. Understand why one factor converts better than another.

Don’t miss our next webinar. Register  for ClickTale’s free live training sessions by clicking here!

Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

 

 

 

 

21 Great Tips on Website Form Optimization

Mitch Schneider
June 5, 2013

You can shed a lot of sweat and tears redesigning each page of your website, however if the last page of your funnel, the form(s), is not optimized with the same precision and personal touch as the pages before it, your time and money are as good as wasted.

ClickTale Giant Book Of Form Optimization 21 Great Tips on Website Form Optimization

Click here to download the eBook

After analyzing the forms of 830 of the web’s top performing websites, ClickTale has developed and summarized 21 of the most helpful tips in this easy-to-navigate Giant Book of Form Optimization. Learn all the key tips you need to personalize your web form redesigns according to both the industry and type of form you are optimizing, enabling your visitors to reach their goals, while simultaneously achieving your own.

This eBook is divided by the five usability components of web form analysis, including:

1)      The CTA (call to action)

2)      The Supporting Elements

3)      The Page Design

4)      The Form Field

5)      The Convenience Factor

Download the eBook if you want to optimize your forms for maximum conversions.

Please share your thoughts in the comments section below or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

Boost Your Website’s Performance With 4 Simple Steps

Mitch Schneider
June 3, 2013

As marketers we put a lot of effort into generating traffic to our website. However, the conversions may not be what we are looking for. So we put more effort into generating more traffic only to achieve the same results.  The problem with that is we’re focusing too much on the top of the funnel and not spending enough time figuring out how to bring them down the funnel. Now you’re probably asking yourself, where should I begin? Well, we’ve put together 4 simple steps you can take in order to improve your website’s performance.

 

1) Javascript Errors
This is probably the simplest of areas to drill down into and understand why visitors are not converting, or are having issues interacting with your website. There’s a definite quick fix to achieve instant results. Looking at where and when the Javascript errors are occurring, you can go back to the code or bring it to your developer and fix the error. Once it is fixed you can see an immediate jump in the conversion rate.

  • What does that mean for you? Imagine you had a Javascript error in your checkout form. Knowing it exists can often come too late, and you’re losing customers. Knowing about it ahead of time can eliminate this problem.

2)      Engagement Times Rather Than Visit Duration
More often than not, when we focus on web analytics we’re focusing on how long the page has been open for.  We like to think that this seemingly gives us an indication to the level of interest the visitor has for that page. What if the person walked away for a while and had the web page open?
A more accurate indication of interest is engagement time. We like to look at the engagement time or even attention time on that page. By focusing on the levels of interaction through mouse movesclicking, scrolling, and hovering we can find what content the visitors care about the most, what they read, and what they completely skip over. Once we have the full picture we can make the necessary changes to increase engagement on the pages.

  • What is the difference between customers who spend 10 seconds on your page or 30 seconds on your page? Do one of those groups convert better? If so, what is that user group doing differently? Once you understand the engagement time, your page will automatically convert better!

link analytics Boost Your Website’s Performance With 4 Simple Steps

3)      Better Call To Action
This is something common throughout all industries.  It doesn’t matter what you’re selling or how you’re selling it. Your Call To Action is really important. If you’re having issues with with your Call To Action button it might be time reexamine the location, color, and/or the wording and then testing it out.

  • We always recommend putting at least one main Call To Action above the fold.
  • Try testing out different colors. Certain color creations have different emotional actions.
  • What you’re saying should be strong and it should also stand out. You want them to click on that button, do so by making it actionable.

4)      Clutter Overload
When you look at the bounce rate do you ever wonder why it’s so high? Was it a hard bounce, medium bounce, or soft bounce? It could be there’s too much clutter on the page. When there’s too much clutter people have to ask themselves where is the Call To Action? Why did I come here again? Where should I be clicking? It’s really important to have a focus on a page.

  • ‘Clutter’ is subjective. The question is: is what the visitor looking for clear enough to find? If not, make sure it is to ensure that they get to it quickly and clicks through!

Once you’ve made a few changes to your website, do some testing. Compare the results before you made the changes. Using these 4 simple steps will help you improve your website’s performance and ultimately see higher conversion rates.

Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

Mobile Web: New Design Strategies That Drive Revenue and Engagement

Ariel Geifman
June 2, 2013

Mobile web design is a whole new world for web designers and user experience experts.  In a recent webcast, ClickTale, Forrester Research, and the American Marketing Association, explored these differences in detail.

The webcast explored how mobile phones are diverging from PCs both in terms of what they can do and how consumers use them. Online businesses are fast realizing that they need a unique approach to designing smartphone and tablet-optimized websites. To address this, designers are embracing Mobile First. Mobile First doesn’t necessarily mean that mobile is their highest priority, but rather that it is top of mind from the beginning.

Check out this webcast to learn:

  • What does Mobile First mean?
  • What is the role of analytics in designing and delivering future mobile services?
  • How ClickTale Touch™ is helping leading websites to reveal how visitors behave on smartphone and tablets, compared to desktop?

GUEST SPEAKER:
Julie Ask, Vice President, Principal Analyst Serving eBusiness & Channel Strategy Professionals, Forrester Research, Inc.

SPEAKER:
Hadas Sheinfeld
, Vice President of Product Management, ClickTale

MODERATOR:
Anthony Salas, American Marketing Association

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