This document discusses tools to improve digital marketing campaigns, including landing page testing software to A/B test pages, web form validation code to reduce invalid submissions, and call analytics software to track phone conversions from ads. The tools help marketers remove guesswork, ensure high quality lead data, and gain visibility into the full customer journey.

1. T E C H T A L K
Tools To Work Smarter &
Improve Digital Campaigns

2. About Us
 Founded 1997
 Headquartered in Charlotte, NC
 Approved BAC Supplier
 Services
 Digital Marketing
 Lead Nurturing
 Sales Enablement
To learn more about the tools and
offerings from today’s Tech Talk:
Contact Me:
Kyle Bumgardner
704-338-1727
Kyle@overground.com
Tech Talk 2

3. Customer Journey | Identify and Remove Barriers
Customers Interact
with Landing Pages
Or
The First
“Moment of Truth”
Fill Forms
Campaigns Reach
Customers
Call Us

4. Tech Talk | Today’s Topics
 Landing Page Testing Software
 Web Form Validation Code
 Call Analytics Software
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5. T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software

6. Improve Landing Pages | Why Traffic Is Not Enough
 68% of companies use landing pages
 Only about 22% of companies are satisfied with their conversion rates
 Companies spend $92 average to acquire a visitor, but only $1 to convert them.
 Only 52% of companies that use landing pages also test them
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7. • Three Types of Tests
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing
 One-time JavaScript code installation
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Improve Landing Pages | Testing Software

8. Tech Talk 8
Improve Landing Pages | Testing Software
• Three Types of Tests:
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing

9. Tech Talk 9
Improve Landing Pages | Testing Software
• Three Types of Tests:
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing

10. T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software

11. Validating Lead Forms | Using Simple Code
• Hidden form field and code
technology mitigates invalid
business name submissions
• “Honeypot” technique reduces
incomplete and spam form
submissions
 Case Study Goal:
 Reduce Invalid Form Submissions
 Before  40% invalid or spam
 After  5% invalid or spam
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12. T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software

13. Track Which Ads Drive Phone Calls | Why It Matters
 43% of search-referred conversions happen via phone
 35% increase in search clicks resulting in phone calls (2012-2014)
 65% of businesses consider phone calls their highest quality lead source
 Recent Campaign
 Only 3.2% of PPC visitors filled out web form
 But another 5.3% of visitors called
 8.5% combined conversion rate (form + phone) is strong.
 But needed to track calls to see it.
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14. Track Which Ads Drive Phone Calls | Call Analytics
 Dynamic Number Insertion Software
 Simple one-time code installation
 No need to change existing phone numbers
 Automatically displays a unique trackable phone number on your web site
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Phone # Dynamically
Shown on Landing Page
Customers Call Data Passed
Back To Campaign

15. Tech Talk 15
Track Which Ads Drive Phone Calls | Customer Journey
Customer Calls #
from Landing Page
Customer
Searches Google
Customer Clicks
Google Ad &
Visits Landing Page
Call Source &
Keyword Data
Collected
Data Passed
Back To Campaign

16. Summary
 Tools To Work Smarter
 Landin Page Testing Software
 Web Form Validation Code
 Call Analytics Software
 How You Will Benefit
 Remove Guesswork From Landing Page Design
 Improve Data Integrity On Forms
 Close the Loop On Missing Conversion Tracking
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