How To Track & Optimize Conversions
Tracking and optimizing conversions for marketing campaigns can be a tricky proposition. It can often times seems overwhelming or at the very least too technical to actually execute. Its true that you will need some technical skills to actually execute the various parts of the optimization plan but once you get through it one time it will all of a sudden begin to be less daunting then you previously thought.
Step 1: Define Your Customers
The first thing you’ll need to determine is the demographics and needs of your customers. Your landing page and advertising copy should answer your customers immediate questions.
- What do you do
- How are you different
- What are the benefits
- How Does it Work
- Why should I trust you
Step 2: Determine Your Conversion Goal
In order to optimize your conversions you should understand the action you want to track as a conversion – Phone call, contact form submission, click on a button, video view. Understanding your conversion goal will help you install the right tools and analytics you’ll need to be able to track your campaign conversions. It will also help you shape your testing hypothesis, but more of that later.
Step 3: Install Analytics Tools
You’ll want to install analytics on your website and landing pages to track both direct data and referral data from your campaign. Also, make sure your analytics are setup to track all of the conversion events you’d like to track.
There are a number of various analytics tools we like to install to track conversions.
Tools we like:
Google Analytics – metrics and conversion tracking
Optimizely – Split and Multi-variant testing
CrazyEgg – HeatMaps to track how your customers are using your landing page
Qualaroo – Surveys to get direct feedback from your customers. Do you want to figure out why your not getting conversion? Go ahead ask! A great question to ask is something like “Why have you chosen not to make a purchase today?”
Unbounce – If you don’t want to build a custom landing page or simply can’t, Unbounce is a great all-in-one tool to build landing pages, track metrics, and conduct split testing.
Step 4: Create Targeted Landing Pages
Its super important that you send your customers to landing pages that address their exact needs. Build out pages for each of your customer segments or products. For example, if one of your customer segments is lawyers, then send those customers to a landing page that illustrates how your products solve problems for lawyers and so on.
Step 5: Create Testing Hypothesis
Once you have traffic going to your landing page, create a couple testing hypothesis to test if the change in user experience or messaging improves conversions. Think of your conversion optimization process like a science project. In a science project you setup a number of hypothesis and then test if those hypothesis are true.
Example Test Hypothesis:
- Adjusting the number of choices on the page
- Editing value pitch message
- Adding and removing content
- Adjusting the order of content on the page
Step 6: Analyze Data
Only run one test at a time to ensure you know what is improving and hurting conversions. When a winner is declared, activate it and move on testing the next hypothesis. This incremental process provides a ratcheting mechanism to improvements in the growth of the conversion rate.
Now that we’ve broken the essential steps of conversion optimization, hopefully you’ll feel more confident executing conversion optimization initiatives for your own marketing campaign.
What are some other things you should consider when conducting conversion optimization?