SlideShare a Scribd company logo
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
Today I am going to cover 3 things…
Existing CRO Funnels My own Funnel How to build it
in/luca-tagliaferro-509b709/
HubSpot Marketing Funnel
🤔
in/luca-tagliaferro-509b709/
Moz Marketing
Funnel
🤔
in/luca-tagliaferro-509b709/
Salesforce
Marketing Funnel
🤔
in/luca-tagliaferro-509b709/
Let’s start with a statement
The marketing funnel as we know it was
built in 1898 and hasn’t change ever since1898
🤔
in/luca-tagliaferro-509b709/
http://bit.ly/SMXLondonMcKinsey
in/luca-tagliaferro-509b709/
And it looks like this…
in/luca-tagliaferro-509b709/
WHO SHOULD I LISTEN TO?
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
Converting on the standard Funnel: Attempt #1
in/luca-tagliaferro-509b709/
Collected users’ objections on the landing
page form
I don’t want to be pestered with your emails
I don’t know if your business is legit
You will call me telephone number and I don’t know if I want to speak with you
http://bit.ly/SMXLondonConversions
in/luca-tagliaferro-509b709/
Overcome objections
in/luca-tagliaferro-509b709/
Overcome objections
in/luca-tagliaferro-509b709/
Let’s see how this worked
out…
in/luca-tagliaferro-509b709/
My AB test was
inconclusive
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
What can we do?
• Pull the right lever
• Identify where conversions are happening
• Don’t be like the drunk men…
http://bit.ly/SMXLondonABTest
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
Lesson #1:
Changing the landing page, won’t change anything.
in/luca-tagliaferro-509b709/
Converting on the standard Funnel: Attempt #2
in/luca-tagliaferro-509b709/
Know your audience
How is the conversion rate by traffic source?
Are users taking decisions elsewhere?
in/luca-tagliaferro-509b709/
Segmented the traffic
in/luca-tagliaferro-509b709/
What is the insight here?
in/luca-tagliaferro-509b709/
Audience from referrals are more keen to convert
I have found my level to pull
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
Lesson #2:
The website funnel as we know it, is useless for
conversions.
Unless…
in/luca-tagliaferro-509b709/
I have decided to build my
own funnel
in/luca-tagliaferro-509b709/
5 strategies to build your
own marketing funnel
Google Analytics
in/luca-tagliaferro-509b709/
1.Reverse Goal Path
Analysis
in/luca-tagliaferro-509b709/
Go to Conversions > Goals > Reverse Goal Path
in/luca-tagliaferro-509b709/
Method 1.1: Goal Type
1. Filter by goal type
in/luca-tagliaferro-509b709/
Method 1.2: Blog Landers
1. Segment by
blog landers
in/luca-tagliaferro-509b709/
Method 1.3: Product page visitors
1. Segment by product
page visitors
in/luca-tagliaferro-509b709/
2. Referral traffic a.k.a. the
right level to pull
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
I want more referrals
• Partnerships
• Reviews
• SEO Link Building
• Digital PR
in/luca-tagliaferro-509b709/
3. Identify LPs where
referrals are sending
traffic to
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
4. Use Heat maps and
Polls for extra analysis
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
in/luca-tagliaferro-509b709/
What can a heat map do
for your analysis?
in/luca-tagliaferro-509b709/
Are visitors confused by non clickable links?
http://bit.ly/2W2bnMW
in/luca-tagliaferro-509b709/
Are visitors seeing important content?
in/luca-tagliaferro-509b709/
• Identify lower Conversion Rates per
page per referral
• Collect users objections again
• AB test on segmented landing pages
5. Build different landing
pages for traffic sources
in/luca-tagliaferro-509b709/
Share these #SMXInsights on your social channels!
• Example bullet text
• Example bullet text
in/luca-tagliaferro-509b709/

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SMX London May 2019 - Luca Tagliaferro

Editor's Notes

  1. There is a difference between data and insights. Data is just something raw that everyone can pull from GA. But insights are more difficult to uncover, you need to use the advanced techniques in GA
  2. The reverse goal path is defined by the goals you set up, not the funnels. Because it displays the actual path customers use to convert, this report can provide ideas for conversion optimization and new funnels to track.
  3. This funnel will answer the question of how people reach the final goal destination you have previously setup
  4. Content marketing is important right? Content is king! So we want to see how many conversions are coming from your blog. Not only this, but also which paths to conversions are most popular. You might find out that unexpected content pieces are easing conversions. For example, if one of your top viewed content in terms of page views is not contributing to the conversion funnel, do you really need to write more of it?
  5. Product pages segment is the product page appearing in the funnel and specifically those who converted for the segmented product
  6. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  7. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  8. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  9. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  10. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  11. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  12. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  13. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  14. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  15. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  16. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  17. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?
  18. Page Level CTR is the signal of how relevant is the page, it’s the opposite of bounce rate. Suppose you have found a funnel in your analysis that is delivering high amount of conversions. Do you know exactly which page in the funnel contributes the most to conversions?