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

Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

Ariel Geifman
May 19, 2013

Bummer! you just missed another one. Someone clicked on your ad, took a few seconds to look at your page… But then, his mouse started going slowly upwards… and left… and before you know it he hits the back button and he’s gone. Probably forever… This is why you need to master landing page optimization techniques. The more landing page optimization you practice, the less back buttons you’re going to see.

Landing Page Optimization Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

It takes only a few seconds for the landing page visitor to decide whether he or she is going to convert or add up to the grim statistic called “bounce rate”. This mere fact makes landing page optimization such a crucial process for every business aiming to increase online sales or lead generation.

In his 2005 book “Blink,” Malcolm Gladwell presents an idea from psychology and behavioral economics of a mental process called “blink”—an unconscious process that allows people to make decisions rapidly and automatically with relatively little information. On your landing pages “Blink” can work for you or against you—which is why some well-optimized pages get off-the-chart performance while others muddle along.

The main challenge when optimizing landing pages is that traditional web analytics tools offer very little insights to what users are doing on the landing page and what drives them to convert or leave. Conventionally, the best web analytics tools are designed to measure traffic between one page and the other, while stopping short of any analysis of what happens on the landing page itself. Web analytics reports are great if you want to measure traffic, but for measuring user experience you need something else…  Here are 5 tips that marketing pros leverage for optimizing landing pages:

1. Mouse Move heatmap

One of the major breakthroughs in user experience analytics is the discovery that there is an 84% to 88% correlation between mouse moves and eye movement.  Therefore, website mouse tracking offers an affordable alternative to costly eye tracking studies. In fact, mouse tracking can be one of the best ways to see what users are doing once they reach your landing page and is an invaluable tool in landing page optimization.

One of the best ways to optimize your lading page is to look at segmented mouse heatmaps. Examining the mouse movement tracking heatmaps for users who converted against heatmaps of users who did not convert can reveal powerful insights about the parts of the landing page that drive conversions and those that do not.

2. Mouse Movement Recordings

Bring the popcorn and sodas, you’re about to watch what your users are doing on your landing page.  Mouse movement recordings allow you to optimize your landing page by watching visitors’ mouse movements step by step. This is one of the best tools for understanding user experience—almost like looking your visitors over the shoulder.

This is also one of the more simple types of analysis that you can do in order to optimize your landing page.  No numbers, no reports, just putting yourself in your visitor’s shoes an trying to understand what makes them tick on your landing page.

3. Web Analytics Click Through Analysis

Here is a surprising fact—most of the clicks on your landing page are actually in places where there is no link… It’s not that you landing page visitors are not smart; it’s more about unclear user experience.  Click heatmaps can show you whether users are finding your landing page unclear, or think that some of the images or graphics are clickable.

Another important landing page optimization tactic with click through analysis is to see whether users click on your call to action. If the call to action is under the fold or users just don’t notice it, a landing page redesign may be in order. Your click heatmaps are a great tool for fixing these users experience issues and optimize your landing page.

4. Landing Page Form Analytics

The form on your landing page is the moment of truth.  All of the blood, sweat, work and tears, including tons of advertising dollars and web design effort went to this one crucial moment, which will determine whether you landing page will get another conversion or not.

You cannot complete a landing page optimization process without conducting a thorough form analysis.  This tool tells you which fields generate the highest abandonment rate on your landing page form. You can see the statistics for the proportion of users who’ve decided to abandon the form after each step. In some cases, removing one field can do wonders for your landing page conversion rate.

Another benefit of Form Analytics for your landing page is the ability to spot form validation problems that are hard to find any other way. For example, some international visitors have postal codes with more digits than what your form permits. All in all, form Analytics is crucial for every landing page optimization project.

5. Traffic Sources Analysis

Not all traffic is created equal.  With different advertising channels and keywords, it’s important to optimize your landing page to the different traffic sources. There are two ways that you can work on the optimization process:

First, see which traffic sources deliver the best value. If you can optimize your budget by moving some of the investment from channels with lower conversion to channels with higher conversion you immediately improve your ROI.

Second, conduct your landing page optimization by channel—examine your heatmaps, visitor recordings and form analytics to see whether you need to create additional landing pages for some channels. Just remember, “Blink” means that if your landing page didn’t resonate in the first few seconds, it probably never will.

Are You Ready to Optimize Your Landing Page?

Just a few seconds—and they’re gone.  This is what makes landing page optimization such a crucial endeavor for online marketers. Mastery of landing page optimization is what makes marketing superheroes.

These five tools offer a great foundation for increasing your landing page conversion, sales and leads. Just remember, landing page optimization is an ongoing process, and if you don’t convert everybody, you always have room to improve.

 

So How Much Is Improving Conversion Rate Worth? Calculating the “Return on Web Analytics”

Ariel Geifman
February 27, 2013

Web Analytics So How Much Is Improving Conversion Rate Worth?  Calculating the “Return on Web Analytics”Web analytics are a major investment for any online website both in terms of tools and personnel.  However, web analytics teams and tools face the challenge of actually showing their contribution to the top line in order to compete for budget.  More specifically, the challenge is to take all of the advice and suggestions for improvement and show how much incremental revenue they contributed to the company.

Can web analytics experts just sit idle when organizations are scrutinizing every investment and CEOs are looking for higher ROI?  How can web analytics increase accountability and turn its perception from a cost center to a revenue generating machine?  Avinash Kaushik and Jesse Nichols suggest that it is time to start calculating the ROI, or as Nichols calls it, “Return on Analytics” (ROA).

It seems that everyone is jumping on the ROI bandwagon these days.  Marketing is measured by Return on Ad Spend and new product features are measured on incremental sales.  Internal tools are measured on the work (and cost) that they save to the organization.

According to Kaushik and Nichols, the challenge in Web Analytics is that it improves the ROI and performance of other teams which makes it hard to calculate its contribution directly.  For example, if an analyst improved conversion rate by 50%, marketing can then say that ROI on ad spend is 50% higher and therefore more budget should be allocated to Marketing.

Kaushik and Nichols have a different suggestion.  Their solution is to sum up the improvement over a period of time and divide it by the total investment in analytics.

For example, let’s imagine company is investing $30k in analytics and gets a return of $120k in monthly sales—or overall a 400% ROI.  Now, they hire a web analytics expert that is able to take the same investment in marketing increase conversion rate and user experience and turn it in to $180k in revenue.

The challenge is that right now, the Marketing team actually claim credit for the improvement, while it is hard for the analytics team to be recognized for it.  However, by calculating the ROA, the web analytics team can show their true worth.

Let’s assume that the company invests $5k per months in web analytics tools and services. So a monthly improvement of $60k in revenue and $5k in cost delivers an ROI of 1,200%.  You don’t need to be a finance professor to know that is a great return.

To get the place they deserve in the organization’s totem pole, the analytics team need to be able to show indecisively the contribution that they are making to the organization’s top line.  If they would like to justify the investment in more sophisticated tools they should compete with the other departments on ROI or ROA.

Hi-Tech Geo Hot Spots Around the World

Talya Rachel Judovits
April 19, 2012

Today, we’re heatmapping for red hot engagement with the hi-tech world. We want to know where exactly do us tech geeks hang out for endless working hours, where do our sparks of genius come alive and benefit modernity for a short while until the next best thing surfaces. These here below are my tech city picks across the globe, but comment below to clue me in on some of your other favorites!

Asia

Tokyo, Japan

Hi Tech Toilet by Alan Levine Hi Tech Geo Hot Spots Around the World

This is the birth place of hi-tech toilets. Need I write more? Seriously, these TOTOs you won’t find in Kansas, but they are just one example of the constant hi-tech innovation coming out of Japan, including the big names we have come to know and love such as Samsung, Panasonic and Sony, among many others.

 

Read More »

ClickTale’s Top 5 Favorite Infographics (So Far)

Billy Attar
April 2, 2012

By Shara Matalon, Project Manager at ClickTale

Ever since opening our Pinterest account, we’ve been kvelling over the stunning infographics we’re finding.

Below is a list of our favorite infographics that we’ve found and pinned so far.

 

5. Social vs. Search

Social vs Search ClickTale’s Top 5 Favorite Infographics (So Far)Aside from the fab Mexican wrestler theme, this eye-catching infographic is quite insightful in its comparison of Social Media vs. Search Marketing. In assessing the productivity of each individually for different tasks (lead generation, brand awareness, business visibility and interactivity), the overall proven outcome is that Social Media and Search Marketing work best hand-in hand.

 
Read More »

ClickTale and MailChimp Joint Webinar; Bring on the Monkey Business!

ClickTale
February 13, 2012

clicktale mailchimp integration ClickTale and MailChimp Joint Webinar; Bring on the Monkey Business!ClickTale and MailChimp are joining forces for a 30 minute webinar class that’ll walk you through the implementation and values of our new email tracking integration!

Learn how to successfully:

  • Lead traffic to your website from your email campaigns.
  • Understand what email subscribers are doing once they click through to your website.
  • Target your email campaigns to specific visitor profiles.

Wednesday, February 22, 2012 11:00 AM – 12:00 PM EST

Register for Webinar Here Read More »

ClickTale’s Free Research Hub, Now Open!

ClickTale
January 30, 2012

We’ve just opened up ClickTale’s Research Hub, customized to meet all your ebusiness needs. Here, you can gain free access to our latest reference guides, whitepapers, eBooks, webinars, and much more to keep your website customer experience current and converting.

Smart Car by Matthew Falcon with logo ClickTale’s Free Research Hub, Now Open!Popular content featured in our Research Hub includes:

  • In-depth Industry Whitepapers
  • Master Class Webinar Series
  • Comprehensive Case Studies
  • Expert Q&A Sessions
  • And much more!

Discover unique approaches and useful insights to get ahead of your online optimization process. This includes everything from web analytics and emarketing, to usability and design.

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