Learn how to give each website visitor a set of "CRM style" ‘Lead Scores’ based on their behavioural activity. Dan will show you: - How to deploy this system Google Tag Manager - How to use the data instantly for upsells, cross sells, and exit intent - How to create super personalised remarketing campaigns in Google and Facebook Ads - How to create custom triggers not included in GTM (Advanced level) You will also get access to a GTM container with all the technical stuff already included. This session assumes a basic level of GTM and Google Analytics has already been achieved.

1. Lead Score Web Visitors For KILLER Remarketing,
Upsell and Exit Intent Strategies using GTM
DanWilkinson | Co-founder & CEO

2. Learner Outcomes
After This Session, You Will Be Able To:
● Lead Score Web Visitors
● Apply Lead Scoring To Your Remarketing Lists Of ANY PPC Network
● Apply Lead Scoring To Your Current Web Visitor’s Session
● Increase AOV & Conversion Rate With Upsell And Exit Intent
● Download A ‘Built For You’ GTM Container

3. Hey, I’m Dan, Nice To Meet You.

4. Hey, I’m Dan, Nice To Meet You.

5. @smartranalytics
(no ‘e’ in “smarter”)
@pagespeed.agency
Feel Free To Snap, Film, & Share…

7. This Process Can Quickly Get Complicated.
We’re Simplifying Wherever Possible.

8. Lead Score Web Visitors For KILLER Remarketing,
Upsell and Exit Intent Strategies using GTM
DanWilkinson | Co-founder & CEO

9. Lead Score Web Visitors using GTM
Points To Consider Before Starting…
● USELESS – If Website Is Slow Or Dysfunctional
● Slow Or Dysfunctional Pages Ruins User Experience
● Pollutes Your Data
● Fast Site = Critical
● Functional Site = Critical

10. ‘Dictionary Definition’: SLOW > 2.9 Seconds To Load
● Pagespeed.Agency for help if needed.

11. Hierarchy Of Conversions
Credit: Peep Laja, CXL Institute

12. Lead Scoring Visitors
Site Page Speed
Lead Scoring Visitors
Lead Scoring Visitors
Hierarchy Of Conversions

13. Adgenda – This Is What We’re Covering
● Concept
● The Process & Putting Into Practice
● Usage Examples
● Access To GTM Container
● Questions – Please Ask In The App…

14. The Concept.

15. Arriving At The Idea!
● Cannot add visitor data

16. Lead Scoring At First Contact

17. What Are We Doing?
1. We’re Tracking The Behaviour Of Users
2. We Give Scores For Their Activities
3. We Store Their Scores In The Session
4. We Send Their Scores To Analytics
5. We Send Their Scores To PPC Networks

18. Why Do This?
● Profile 10-100 X More People
● Build A Profile Of Entire Audience
● Increase Conversions & Average Order Value
● Super Charge Remarketing Campaigns
● Dynamic Behavioural Actions

19. How To Do This?
1. We Plan Ahead, Knowledge Is Power AKA Competitive Edge
2. We Mark Up Key Website Elements with HTML Classes and ID’s
3. We Create Event Listeners Using GTM Triggers and Custom Javascript
4. We Calculate A Score For Each Interaction With The Key Elements
5. We Use Scores To Analyse Behaviours & Sell More Stuff…

20. The Process PT.1
Plan Ahead

21. The 5 P’s Rule
● Plan!
PLAN PLAN
PLAN!!
PLANNING

22. Forget What You Think Is Not
Possible!
Be Creative In Planning

23. Make a Wish-List Of Behaviours
● Time On Part Of Page
● Part Completing A Form
● Returning To Parts Of Site / Page
● Meticulously Looking At Product Images
● Reading / Scanning Certain Paragraphs
● Time Spent Hovering Over Add To Cart / Submit Buttons

25. The Matrix

26. The Matrix
● I Love Matrix’s For Logical Thinking
● We Convert Behaviours To A Simple Code
● Dimensional – Keep Letters Dimensional (Element Type)
● Why? – Because We Can Combine Them + Easier To Manage
● Numbers To Identify Which Element / Target (Element Id’s)
● No Limit To Dimensions (Fewer = Easier To Manage)
● No Limit To Numbers (Product ID, Page Number Etc)

27. The Matrix - ReCoded

28. The Process PT.2
Mark Up Key Website Elements with HTML Classes and ID’s

29. Technical Stuff
● All Technical Stuff Is Already Set In GTM Container
● Stick With Defaults To Avoid Technical GTM Modifications

30. Mark Up Key Website Elements
1. Element Classes
Ø Add A Single Class To All Elements You Want To Track
Ø Default Class In Free Container is ‘trck’
2. Element ID’s
Ø Add Each Of The Matrix ID’s To The Element They Apply To
Ø If Elements Already Have ID’s – You Can Either:
Use Them Instead / Convert Using JS Lookup Table / Use Data Attributes

31. Mark Up Key Website Elements
Example Markup 1 : Buttons
● Existing HTML: <div class=“btn”> button code </div>
● Button No.1: <div class=“btn trck” id=“B1”>
● Button No.2: <div class=“btn trck” id=“B2”>
Example Markup 2 : Paragraphs
● Paragraph No.1: <p class=“trck” id=“P1”>

32. The Process PT.3
Create Event Listeners Using GTM Triggers & Variables
( But Mostly Custom JavaScript Tags)

33. GTM Triggers

34. GTM Built In Variables

35. GTM & WordPress – Duracell Tommy’s GTM

36. GTM Triggers & Variables
How To Track Activity
● We Have Webpages Marked Up Correctly
● We Can Combine Triggers And Variables
● We Create GTM Events To Capture The Data As A
Snapshot
● We Push The Data To GTM

37. The Problem With GTM Triggers
They’re Great BUT Some Have Limitations
● Definitely Use GTM ‘Built In Triggers’ Triggers
● Get Used To The Process, Then Customise.
● Some Have Limitations
● Often There Is A Missing Variable You Need
● Often There Are Other Triggers You Need

38. Credit To: Simo Ahava & His Blog SimoAhava.com
https://www.simoahava.com/analytics/simple-custom-event-listeners-gtm/

39. GTM Triggers & Variables
What Paragraphs Did The User Read?
Ø Element Viewability Trigger + Scroll Variable + Capture Duration Of Element
Visibility.
Ø Output = Speed In Which Paragraph Was Consumed. Score High For Slow.

40. GTM Triggers & Variables
What Forms Were Part/Full Completed But Not Submitted
Ø Track Clicks To Form Fields + Keyup/down actions + number / ID of fields filled
Ø Output = Known Missed Conversion, One Click Away From Conversion.
Ø Bonus = Did They Hover Over Submit Button?
Ø Bonus Output = Indication of Confidence Level.
Note: Do Not Record & Store Entries Into Fields…
Especially In GA. Google T&C’s…

41. GTM Triggers & Variables – Built in Vs Custom

42. The Process PT.4
Calculate A Score For Each Interaction With The Key Elements

43. The Scoring Process
● Each Trackable Element Needs To Have A Score. A Value.
● No. 0 – Reserved – It Means Nothing Tracked.
● Scores Can Be 1-2 (Or Y/N Or T/F). This Format Is Binary.
● Having A Range Allows For Ranking Of Element Importance,
● Scores Can Be 1-9
● Scores Should Not Be A Dimensional Metric Like ‘ms of hover’

44. Example: User “Reads” a <p> element.
● Tracked: scroll speed over element.
○ Element is Paragraph - Letter Code A,
○ Scored By Length Of Time Taken To Scroll Over Element,
○ Indicates That The User Read, Scanned, or Skipped The Content
● Possible Outcome = A1 : 5
○ A1 = <p> element, 1st instance, 5 = User Read the content in A1
● Possible Outcome = A7 : 1
○ A7 = <p> element 7th instance, 1 = User Skipped the content in A7

45. The dataLayer.push (DLP)

46. DataLayer 101 Refresh
● Q – What is the dataLayer?
● A – window object that is used to pass information from your website to your
Tag Manager container.
● Q – What is a dataLayer Push?
● A – JavaScript that pushes dynamic data into the dataLayer for GTM to use.
● Q – Why is this important?
● A – We depend on the dataLayer to show GTM how the user is interacting
with the website.

47. How The dataLayer Works
● It’s a JavaScript Object Notation (JSON) formatted set of dynamic variables
● ‘Snap shot’ of variables accessable upon event
● JSON keys get added, dataLayer will store all pushed keys and values
● Datalayer will overwrite duplicate keys and values
● Included In GTM Container: Dynamic Tags
● Should Track & Score All “trck” Elements

48. The Pre-Calc dataLayer.push (DLP)
● Dynamic Variables

49. The Pre-Calc dataLayer.push (DLP)
● Pre-calc DLP is to make all variables known to GTM
● Event labelled ‘leadEvent’ allows us to push the parts required to calculate score.

50. The Pre-Calc dataLayer.push (DLP)

51. The Pre-Calc dataLayer.push (DLP)

52. The Calculation Variable
● We create a JavaScript calculation Variable
Example of calculation:
var hovTime = ( {{trckmouseleaveTime}} - {{trckmouseenterTime}} );
(English = hovertime = end – beginning = x milliseconds)
If over 1 second, but below 2 seconds, score = 1
Else if over 2 seconds but under 3 seconds, score = 2 (etc)

53. The Calculation & LeadScore dataLayer.push
● Custom Javascript variable called trckMouseHoverScore

54. The LeadScore dataLayer.push
=

55. The LeadScores Start Building Up In Datalayer
And we create usable variables out of them.

56. Usage Examples
Use Scores To Analyse Behaviour,
Create KILLER Remarketing lists,
and use in Upsell and Exit Intent Strategies using GTM

57. Store Scores As Cookies
Custom Tag Included In Container
● Create Cookie
○ Triggered every time leadscore is updated
○ PII’s are OK to store – But don’t let them end up in GA
● GTM Tag
○ Auto populate previous pageview leadscores
○ Allows for session leadscore values

58. Use Scores To Analyse Behaviour
Google Analytics pt.1
● Create Dynamic GA Behavior Event
○ Triggered every time leadscore is updated
○ Ensure: no PII’s are recorded
● Create Custom Dimension
○ Set in GA Settings Variable
○ Updates on every event
○ Carefully Select CD Scope.
○ User & Session Scope Will overwrite previous (Recommended with multipage DLP)
○ Hit scope will create multiple scores for same element

59. Use Scores To Analyse Behaviour

60. Use Scores To Analyse Behaviour
Google Analytics pt.2 - Use Custom Dimensions as:
● Secondary Dimensions
● Custom Segments
● Audience Definitions

61. Create KILLER Remarketing lists
Google Ads
● Use Custom Dimensions & Segments To Build Valuable Audiences
● Find common high leadscores amongst converters
● Apply to audiences & assign to linked Google Ads Account
● Create ‘Similar To’ Lists

62. Create KILLER Remarketing lists
Facebook Ads
● Use GA Audience Data
○ Which Leadscores Are Included In GA / G-Ads Audiences
○ Use FBQ CustomTrack To Send Leadscores To FB Pixel
○ Create The Same Audiences
○ Create Lookalike Audiences

63. Create KILLER Remarketing lists
Other PPC Networks
● Quora
○ Quora uses a virtually identical system to Facebook for pixel events
○ Copy FBQ Pixel event tags and use Quora’s CustomTrack Pixel Event
● Twitter also uses a very similar system to Facebook
● Pinterest also uses a very similar system to Facebook
● Applies to All PPC Networks that allow custom event tracking

64. Upsell and Exit Intent Strategies using GTM
Exit Intent
● You know more details about the user in their session
○ Create LeadScore Based actions
○ Dynamically provide the correct messages at point of page abandonment
Great Conversion Rate Increase Strategy:
User: Abandoning page after taking action + Shows Hesitation = OBJECTION.
○ Apply exit pop with answer to potential objection
○ Apply exit pop with discount
○ Apply exit pop with alternative offer

65. Upsell and Exit Intent Strategies using GTM
Upsell / Cross Sell
● You know more details about the user in their session
○ Create LeadScore Based actions
Great AOV Increase Strategy:
User: Shows differing engagement levels – product by product
○ Leadscore page / product interest
○ On Adding product to cart, Create an upsell pop
○ Present customer with special off on highest scoring product not already added to cart.

66. Cart / Funnel Abandonment
Great CR Increase Strategy:
User: Adds address & Triggers Exit Intent when Shipping charges become visible
○ Exit pop with Free Shipping
Great Lead Strategy:
User: Triggers Exit Intent After consuming sections of content
○ Exit pop with ‘Did You Know’ type headline. Provide link to more suitable content
○ Exit pop with Quiz relevant to consumed content.
■ For Example: Generic Weight Loss Page, content consumed: Keto.
■ Quiz: Whats Your Keto Score”

67. Cart / Funnel Abandonment
Great CR Increase Strategy:
User: Adds address & Triggers Exit Intent when Shipping charges become visible
○ Exit pop with Free Shipping
Great Lead Strategy:
User: Triggers Exit Intent After consuming sections of content
○ Exit pop with ‘Did You Know’ type headline. Provide link to more suitable content
○ Exit pop with Quiz relevant to consumed content.
■ For Example: Generic Weight Loss Page, content consumed: Keto.
■ Quiz: Whats Your Keto Score”

68. Steal My GTM Container J
https://Smarter-Analytics.com/HeroConf19-leadscoreGTM
Download My GTM Container
● Some of my very best work has gone into bringing this to you
● PLEASE – Take time to understand the mechanics behind the tags
● Personalise And Make It Yours.

69. Steal My GTM Container
https://Smarter-Analytics.com/HeroConf19-leadscoreGTM
On This Page:
● GTM Container Download
● This Slide Deck
● (Hopefully Early Next Week) Recording Of This Session

70. THANK YOU!!!
For Attending This Session.