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Using Testing & Analytics to Increase Lead Growth


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In this presentation, Trevor Jones discusses how Google Analytics can be used to increase inbound lead generation. He discusses the importance of SMART goals and explained the concept of the website funnel. Using these components as a framework, he discussed how analytics can help:

1.) Drive traffic by gaining a better understanding of your audience and the content that is meaningful to them through social referrals.

2.) Increase click through on promotional offers by testing various offers and call-to-action designs using Google Analytics Content Experiments.

3.) Increase conversions by A-B testing landing page designs and the conversion path using Google Analytics Content Experiments.

The presentation includes a step-by-step explanation of how to create a Google Analytics Content Experiment with screen shots,

Presented at Social Media Breakfast Central Maine on November 12, 2013

Published in: Marketing, Technology, Business
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Using Testing & Analytics to Increase Lead Growth

  1. 1. Using Testing & Analytics to Increase Lead Growth By Trevor Jones
  2. 2. Introduction • About Me – Director of Marketing and Product Development for GWI – Telecom marketer since 1997 – USM Grad (Business) – Gorham resident, born in Bangor, (BHS Class of ‘89) – Passions: technology, social media, music, outdoors – @trevorjones71 – – Blog at:, onemanmarketin, maineoutdo • About GWI – Maine based since 1994, based in Biddeford – Internet access, phone service, cloud computing for home and business – Serving 60 communities statewide – – @gwimaine – – –
  3. 3. Agenda • The role and importance of goals • The website funnel • Stimulating traffic by optimizing for our audience - How analytics can help • Increasing click through on offers by testing calls-to-action • Increasing conversion by testing landing pages
  4. 4. Analytics are useless until you have a goal that defines success.
  5. 5. S.M.A.R.T. Goals Your goals should be: • Specific • Measurable • Achievable • Relevant • Time-Bounded Example Generate 260 leads before the end of 2014.
  6. 6. The Website Funnel To increase sales we can: • Increase traffic • Increase clickthrough rates • Increase conversion rates • Increase closing ratio
  8. 8. Traffic Generating Tactics are Changing • Could be a whole presentation – – – – – SEO PPC Display advertising Social media marketing Offline methods • The Future: Optimize for your audience, not search engines. – If you write good content your audience is looking for using the language they use, keywords will take care of themselves – Social proof – Likes, shares, recommendations and reviews. “Likes are the new links” – Content relevance and quality – Bounce rates, site usability, conversion rates
  9. 9. How Analytics Can Help Optimize for Your Audience • How’s your bounce rate? • What devices and browsers are in use? • What is the age, gender and location of your audience? • Who’s linking and sharing? Is it an appropriate audience? – Social media referrals – Inbound links • What content? – Blog articles getting the most views/shares – Product pages getting the most views/shares
  10. 10. What Analytics Tell You About Social Sharing
  11. 11. Who’s Sharing?
  12. 12. My Social Sharing Takeaways My Takeaways: • Photos are very important – spend more time on them • Pinterest is a good place to promote my blog • Dutch oven recipes and howto articles about novelty cooking techniques are my best content – Most traffic, lowest bounce rate • A large percentage of my audience are not Boy Scout leaders, but Girl Scout leaders
  13. 13. Other Evidence of Your Best Stuff • Look for similar results in other areas. – Acquisition>Keywords – Behavior>Site Content>All Pages High views + lots of sharing + low bounce rate = your best content
  15. 15. Anatomy of a Call to Action • Start with an offer - something free that you give away in exchange for engagement • Design a “Call To Action” (CTA) that invites the customer to the offer page – Clickable button, banner or text link • Place adjacent to relevant content – Try multiple placements • Get a high volume of views – Place on multiple pages – Above-the-fold placement is best
  16. 16. Increasing CTA Click-Through with A-B Tests • Create a second variation of the CTA – Different text/headlines – Different designs (aesthetically pleasing isn’t always effective) – Different offers • Test 2 variations of the CTA in an A-B offer test • Tools for button optimization – Paid tools: HubSpot – Free Tool: Google Analytics Content Experiments – Free Tool: Button optimizer from
  17. 17. Testing Two Button Styles GWI’s Home Page Original Test CTA
  18. 18. Process for Testing CTA’s with Google Analytics • Define goal pages – The target page our CTA links to or the page after it – Map out conversion path • Take baseline measurements – Conversion rates • Create a Content Experiment – (We’ll go over that for landing pages.) • Monitor the results of your Content Experiment • Be patient! – Considerable traffic is needed for a meaningful result – Be prepared for some experiments to yield no difference! • Conduct another experiment using the winner of the first as the new control
  19. 19. Monitoring Test Results with Content Experiments
  21. 21. What is a Landing Page? • Designed to obtain customer contact information • Always contains a form • Usually short content designed to encourage conversions – Explain offer - persuasive – Longer sometimes works – test it! • Minimal other navigation/links – Earns them the nickname “squeeze page” or “jail page.”
  22. 22. Increasing Conversion: Setting Up Analytics • Define goal pages – Usually the “thank you” page after form submission – Map out conversion path • Baseline measurements – Conversion rate – Abandoned funnels • • • Create a Content Experiment Monitor the results of your Content Experiment Be patient! – Considerable traffic is needed for a meaningful result – Be prepared for some experiments to yield no difference! • • Conduct another experiment using the winner of the first as the new control Tools to test landing pages: – Hub Spot: A-B testing – Google Analytics Content Experiments: Multivariate Testing
  23. 23. A Recent Test of GWI’s Residential High Speed Internet Page Existing Page Test Variation
  24. 24. Test: Simplified Conversion Path
  25. 25. Setting Up Content Experiments: Step 1
  26. 26. Setting up Content Experiments: Step 2 1. 2. 3. Give your experiment a name Identify the goal set you would like to test Specify how much of your traffic should be included in the test. a. 4. Larger percentages result in quicker results, but may put conversions at risk Specify the minimum test duration and level of confidence needed for the test. a. Default is two weeks and 95%
  27. 27. Setting Up Content Experiments: Step 3 1. Name the current page 2. Add the url of the test page a. Google analytics tracking code must be on this page 3. Give the test page a name 4. You can add as many variations as you like a. More variations will increase the time required to complete the test
  28. 28. Setting Up Content Experiments: Step 3 1. Add the Google Analytics Content Experiment code to your original page a. Options to do this yourself or send to your administrator 2. Make sure both pages are live on the web with analytics code installed
  29. 29. Setting Up Content Experiments: Test & Launch 1. Google automatically checks to see if the code has been added correctly – fix any errors and re-test. 2. You can add notes at the bottom to explain what you are testing. 3. Click start experiment to begin testing.
  30. 30. Monitoring Content Experiments • You can periodically check to see how your experiment is going. • You can pause or change your experiment at any time. • Note at bottom tells you the experiment is still running.
  31. 31. Takeaways • Our Result: – Overall conversions are up 64% in November – Traffic has been flat, so this is really the result of testing new CTA’s and conversion paths. • Getting this result on your site – Create offers – Create and test calls to action – Create and test landing pages