Tag Archives: marketing

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5 Unique CRO Techniques Groove Uses To Grow Their SaaS Business Quickly

Groove, self-depicted as “a simple alternative to Zendesk,” has made significant strides in growth in the past months, let alone the past year.

While most companies I get the opportunity to collaborate with are really focused on growing, Groove has a refreshing focus on testing. Their meticulous attention to detail has helped drive dramatically quick growth, specifically with their unique CRO techniques.

Cataloguing their progress in their journey from concept to $100,000 in monthly recurring revenue, Groove has written a lot about their tests, marketing projects, and just how they have achieved so much growth so quickly. Every bit is important, but this post will focus more on the tests they’ve used to specifically increase their conversion rates, from blog subscribers to trial conversions.

groove - placeitsource: Placeit.net

1. Using custom designed landing pages to capture guest blog traffic

When Groove first started guest blogging, they began to see an impact immediately. The first post on HubSpot’s blog opened the floodgates to new traffic, and subsequent posts on influential blogs like Buffer, Copyblogger, KISSmetrics, Shopify and Unbounce kept the visitors coming.

Unfortunately, for a long time, they were leaving conversions—and revenue—on the table.

For a long time, when visitors clicked on a link to Groove in one of their posts, they’d be sent to their homepage. It converted reasonably well (a little under 5%), but traffic that targeted should be doing much better than that. The problem was that they were sending these qualified leads to a general, untargeted page.

The question arose, is this the right path to take? Should this targeted traffic go to an umbrella page or a more granular piece of content?

Finally, Groove ended up testing a targeted landing page that welcomed visitors, mentioning the specific blog post they came from, sharing similar content to what they’d just read, telling them a little bit about Groove and offering them a special extended free trial—just for them.

The first custom landing page tested was for a guest post on Buffer, and visitor-to-trial conversions tripled right away to more than 15%. It’s such a simple tactic, but the value of holding your visitors’ hands can’t be understated.

Here’s an example of a landing page Groove created for a guest post on Copyblogger:

groove's copyblogger landing page

The content linked to on this landing page was focused on these things:

  • A fast reference to Copyblogger in the header, as well as a by-name reference to the post they’re coming from
  • Posts they think a visitor from Copyblogger would be interested in
  • Social proof showing how many shares and comments are on each post
  • The overall goal for the blog

This is how Groove was able to increase their subscriber list signups from 5% to 15% for all of their guest blogging referral traffic.

2. Making the blog sign-up form more intriguing and actionable

When Groove first started blogging (well before the birth of the $100K blog), this is what their signup form looked like:

signup-old

Bland, boring and totally ineffective. All it promised was the vague and meaningless “email updates.” As it turns out, nobody wants email updates.

They want actual value.

After totally overhauling the blog and launching the $100K narrative, Groove updated the signup form to something that looked very different, this:

signup-new

Its copywriting is clear and bold with a direct promise of what a visitor will get when they sign up.

Some key points are:

  • A “magnetic” headline that is written naturally as it would be talked about in normal conversation
  • A clear “purpose” that people can easily understand
  • An idea of the content they can expect to get, showing value up-front
  • An actionable call-to-action button, inviting the signee to become part of the movement
  • A benchmark of where Groove is currently, giving an interesting psychological connection whereby subscribers almost feel a vested interest in making the bar go up

Conversions went from under 2% to nearly 6%, and they’re constantly getting emails about the form from new subscribers. Groove has even seen people swipe an exact copy of their form for their own blogs.

3. Learning how their customers talk about Groove, and tailoring that to the design of landing pages

Groove has redesigned their site and tested new layouts many times over the years, but the biggest boost in conversions didn’t come from an A/B test on a specific call-to-action color or any other small hack. It came from talking to their customers.

Groove did a deep dive with customer interviews, asking people what they loved about Groove, what they hated about it, and most importantly, what the experience of choosing and signing up for Groove was like. They wanted to get deep into the heads of prospects and understand their challenges, objections and fears in their own words.

“In their own words” is the key there, trying to get as close to the nature and psychology of their customers as possible, so that they can tackle their exact problems with copy up-front on their site.

It paid off. After rewriting their copy and headlines to be more inline with their customer feedback, Groove’s new site converted at 4.3%, a huge bump from the 2.3% of the previous iteration.

In some cases, they literally took phrases that their customers said to them and inserted them as the copy on the site.

Customer development is probably one of the most high-impact things Groove can do when it comes to marketing, and they still focus on it today. Last month, Alex spent 500 hours doing customer development.

4. Testing longer trials to give more time for customers to get “invested” in the product

One of the most interesting pieces of feedback Groove received in their customer development efforts was that the trial period was too short. People didn’t feel like they got enough time to truly “kick the tires” in 14 days to make a decision on whether or not to pay for Groove.

After a lot of thought, planning, modeling and testing, Groove decided to give 60-day free trials a shot on a limited basis, offering 60-day trials on many of their targeted landing pages as special offers for blog readers and customers of their partners.

As it turned out, users on a 60-day free trial were almost 30% more likely to convert to paying customers. So last month, Groove started offering 60-day free trials to all new customers. It’s still early and they’re still gathering data, but the results are very promising: almost a 10% lift in visitor-to-trial conversions from their marketing site.

The key takeaway is to consider the onboarding process and how long it really takes for someone to get fully invested in your product and experience enough to make a conscious, well-calculated decision in comparison. Think about how long it takes to bring in an entire team into the mix and gain feedback from everyone. If your product is really worth its weight, you should get a much better response from the right trial length.

5. Using Hello Bar to drive supplemental clickthroughs with over-arching calls to action

With the launch of the new customer service blog, Groove was looking to test new ways of driving higher conversion rates on their subscription forms.

They’ve tried several tests so far, but by far the most effective has been adding a persistent Hello Bar to the blog.

hello bar for groove

Roughly 1.3% of the people who see the bar sign up for their mailing list. And while that may not seem impressive at all, consider that the main form conversion rate (around 5%) hasn’t dropped at all since installing the Hello Bar, so it’s practically a 20%+ boost in conversion.

Groove also gets a lot fewer complaints about it than they do about the lightbox popups and it’s definitely helping the list grow, so it’s a no-brainer for getting more signups.

Hello Bar is really easy to set up and easy to see the effects of immediately.

Wrapping it up

These are some fundamentally unique tactics for increasing conversion, but they all have a similar focus—trying to get closer to the customer. Groove is, after all, a customer support business so it would make sense that they have a unique approach to getting better conversions through customer support.

The 5 takeaways from Groove  that you can use to increase conversion for your SaaS are:

  1. Capture leads from referrals in a controlled source, offering over-the-top value to visitors to make them like you just that much more.
  2. Make sure your sign-ups stand out and are actually intriguing from a visual perspective and a sheer value perspective.
  3. Learn how your customers talk about you and about the things they care about. Use that same language in your website copy. This gets you closer to the customer’s subconscious and makes the relationship more natural and appealing.
  4. When offering a free trial, think about how long it will take for a customer to get fully invested in your product, to the point where they are almost sure to sign up.
  5. Sometimes quick wins are just around the corner, and if you can give a better call to action quickly for a specific goal segment, set it up, test it, and see how it does. If it doesn’t work out, it’s low commitment and you can cut the cord if need be.

Bottom line, always test everything.

What are some of the wins you’ve had in CRO for your SaaS business? Have you used any of these same tactics? How did they work out for you?

Read other Crazy Egg posts by Sean Smith.

The post 5 Unique CRO Techniques Groove Uses To Grow Their SaaS Business Quickly appeared first on The Daily Egg.

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5 Unique CRO Techniques Groove Uses To Grow Their SaaS Business Quickly

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The Missing Link to Conversions: Relevance & How to Attain It

http://feedproxy.google.com/~r/crazyegg/~5/QhDGYPv-tE0/cep074_conversion_missing_link.mp3

There’s a lot of advice around on conversion optimization. We often talk about changing button colors, designing user experience and improving calls to action. All of these are important parts of conversion optimization, but what’s sometimes missing from the conversation is why we do all this.

It’s so our marketing is relevant to the people we are addressing—and that’s an aspect we can no longer ignore.

relevance - placeitsource: Placeit.net

Relevancy, SEO and Personalization

Let’s take the question of search engine optimization (SEO).

Over the last couple of years, Google has made relevance a hugely important search signal, while decreasing the importance of keywords. In search results today, it’s not just about finding the content that matches the phrase the user types in, it’s about discerning user intent and delivering the answers users really want.

The Google Knowledge Graph is just one example of this, and Google continues to tweak its algorithm and search results display so more users get the right result the first time. Ensuring that your marketing content shows up when users search in your niche will help with conversions.

Linked to this is the increasing importance of personalization which, says Eric Siu, is no longer a luxury. He says customers want more than awareness of the brands they connect with; they want to be engaged with them.

In other words, people don’t want to look at ads; they want to talk to you. But when they talk, they want to feel like they’re having their own private conversation with your rather than being on the end of a one to many broadcast.

People are used to customizing the online experience, and that’s especially true of millennials. The ability to consume TV shows when they want them via services like Netflix is taking a chunk from the bottom line of most TV and cable companies. Social sites have got in on the act, with Twitter allowing users to create custom timelines.

And even those who still look at ads want them to be relevant. The more relevant your marketing is, the more likely you are to win the click.

4 Ways to Make Marketing More Relevant

1. Identify the Audience

Since relevancy is all about being fit for purpose, the first thing you must do to improve results is identify your audience. Analytics tools will help you understand where your audience is coming from, how they found you, what they are looking for and more.

Don’t just rely on Google Analytics. Use other analytics tools and stats from your email marketing service so you can build up a comprehensive audience profile.

As part of this, think about audience segmentation. You will likely have a few different audience segments. Instead of marketing to everyone in a blanket way, tailor marketing to individual segments to be more relevant, market more effectively and deliver the kind of personal experience that most people are looking for.

This is an ongoing process. You must track your audience’s response to every piece of content so you know when it’s time to change strategy.

2. Figure Out What Matters to Them

If you’re going to be relevant, you need to be a detective and use the information you already have about your audience to figure out what’s important to them. One way to do this is to check out social media sites.

There’s a good chance that some of the people who follow you are part of your target market. Use tools like Twitrland to figure out what they talk about most. Check out mentions of your brand, visit forums and even ask questions to figure out what makes them tick. Then you can create marketing content that pushes their buttons (in a good way) and makes them click yours.

3. Be Helpful

These days, if you want to find out how to do anything, you look for the solution online. As part of your marketing, identify the problem people are trying to solve and provide the answer. That makes you more relevant both for people and search engines.

An example on Hubspot shows how Marcus Sheridan built his pool installation business by answering all his customers’ questions. His site also surfaces even when people are searching for competitors—because his content is relevant.

4. Be Mobile Ready

mobile and conversions

Image: Pixabay

To be relevant, your marketing has to be mobile ready—it’s not optional. The latest statistics from Pew Internet show that 58% of American adults own a smartphone and 35% of those over 16 own a tablet. And they’re using them.

Media consumption on mobile devices is rising, and most people get really annoyed when content doesn’t work well on the device they are using. Fail to cater for this audience and you will be dismissed as irrelevant before they even look at any of your marketing content.

Overall, the best summary of how to be relevant comes from Pam Moore, who says: “Focus more on content and connection than you do on pretty pictures.”

3 Case Studies on Relevant Marketing

Here are a few examples of how marketers have achieved great results by making their campaigns more relevant.

1. Cooking.com Increases Open Rates

Strong View shows how identifying three different consumer segments and targeting each of those with personalized messaging in email marketing integrated into a consumer lifecycle approach resulted in a 500% increase in email open rates, a sevenfold increase in click through rates and a 29% decrease in unsubscribes.

2. NASA Rides the Oscars to 13,000 Retweets

Social media marketing can help you show you’re relevant with real-time reactions. An example highlighted on Marketing Technology Brief shows how NASA piggybacked on the Oscars with a relevant tweet about the best director win for the movie Gravity. This tweet was retweeted more than 13,000 times and favorited more than 7000 times.

3. Unilever Boost CTR with Targeted Content Creation

IDIO helped Unilever communicate better with users of its SlimFast forums by creating relevant and engaging content. To do this it worked with bloggers to create and curate content on topics driven by its forum community. The clickthrough rate for its marketing increased from 23% to around 32% and Unilever gained 55,000 membership subscriptions.

Personalizing content for increased relevance can also be used on your website. Hubspot gives six examples of anonymous personalization that can help your audience feel more appreciated and result in an uplift in sales.

Bottom Line

Today’s consumer is all about relationship. They’re looking for brands that take the time to know them, and they reward those brands with their loyalty.

In short, relevance and personalization can build relationship, and as a result, dramatically improve your conversions. It’s time these often-forgotten tactics become more of a priority.

What are your favorite techniques for making your marketing more relevant?

Read other Crazy Egg articles by Sharon Hurley Hall.

The post The Missing Link to Conversions: Relevance & How to Attain It appeared first on The Daily Egg.

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The Missing Link to Conversions: Relevance & How to Attain It

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Make your VWO Graphs more Meaningful with Annotations

Ever found yourself puzzled with a sudden spike or drop in test results? Did it finally take you hours of brainstorming and discussions to figure out what caused the change? Now you can avoid all that hassle by simply adding notes to your graphs.

VWO allows you to annotate your graph reports with relevant notes to make your analysis more meaningful. Think of these as sticky notes on your graph reports. You can use these annotations to add comments, mark important events and even add relevant links to your graphs.

annotations walkthrough

Let’s say you are the optimization expert with a large software product company. To get more users for your product, you are running a campaign on your ‘sign-up’ page with a goal to improve conversions. Meanwhile, your marketing team decides to launch a well-targeted newsletter campaign that directs visitors to the sign-up page. The awesome campaign results in a sudden spike in conversions on your sign-up page, right on the date when the newsletter was sent.

A few months down the line, when you analyze the results of your campaign, it would be hard for you to identify what caused the sudden spike in conversions. This is where annotations come to your rescue. Annotations allow you to add context to your results by including notes for other activities/events happening during the test duration. The moment you see the comment with newsletter campaign in your graph, you know what to attribute the spike to.

The annotations are visible to all users in your account so that everyone can have similar context for interpreting results. It also comes with the added advantage of viewing who added the annotation so that any further discussions can flow seamlessly.

Check out this article in our knowledge base to get a step by step view of how to use annotations for your account.

And There’s More…
1. Now you can make changes to the iframe tag on your website. The iframe editor allows you to edit iframe URL, change style and placement, and so on. Simply load the webpage containing the iframe content into the campaign builder and you are ready to go!

iframe

2. The select parent option expands to allow you to select the largest parent from any element on the page. If you are making changes to an element on your page, use this option to go up to the largest parent of the element.

select parent

Let us know about your experience with this month’s updates in the comments section. And we would love to hear if you have anything to share with us about VWO!

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Make your VWO Graphs more Meaningful with Annotations

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2014 Holiday Marketing Guide: Lessons From the Big Wigs

Halloween is just around the corner, and before the jack-o-lanterns come down, Thanksgiving and Christmas decorations go up.

Merchants open themselves for business to rake in the holiday profits earlier every year—but the planning starts long before the decoration and themed ads.

E-commerce sites are no different from brick-and-mortar stores in holiday preparations: they’ve got to decorate their stores, put out themed ads, feature special products, and offer deals that give them an edge above their competitors.

So what if you’re a B2C site manager who just realized you’ve got less than three months until Christmas and not a single thing planned? Don’t lose heart—you can still get your fair share of the $82 billion in online sales expected to happen this holiday season.

Since so many e-commerce giants do holiday marketing so well, there’s no need to reinvent the wheel when it comes to making this season’s marketing plan. All you need to do is follow their lead for inspiration, mixing in a heavy dose of your own creativity.

Promotional Calendar: The Base of It All

Your promotional calendar is where it all starts. Start with special consumer-based days like Cyber Monday, Black Friday, Free Shipping Day, and end-of-year sales, and structure your ad promotions, sale items, coupons, and social media pushes to build up to these days.

Depending on your bandwidth to get work done, choose at least two holidays: Cyber Monday and Christmas, adding in more if your team can handle it.

Beyond that, take a look at last year’s holiday sales data to find out which products sold the best when, what advertising methods and promotions worked best, and which types of coupons were redeemed the most. Pencil this into your calendar to figure out which product discounts to give, packages you can sell, and where to allocate your advertising budget.

From this rough skeleton of a calendar, take each of the below sections and work them into your calendar according to your marketing team’s bandwidth. With a little planning and time dedication now, you’ll see the payoff by the end of the season.

Holiday planning calendar

Using a holiday calendar planning template like this one from Second Street Labs will help you keep track of all your brainstorms, goals, promotional benchmarks, and revenue goals.

Bestsellers & Loyal Customers

Especially if you’ve never planned a holiday campaign before, using your best selling products and loyal customers as a springboard for planning is a non-intimidating place to start.

According to the Pareto Principle, 80% of your business comes from 20% of your total customer base, and this is unlikely to skew much during the holidays.

To increase your holiday sales, focus first and foremost on increasing your sales to your most loyal fans and of your top-selling items. Chances are you already know what you’re doing in that area, so you just need to ramp it up a bit with a holiday-focused twist.

Try offering specials on items people like to purchase together. Or offer them deadline-sensitive coupons for discounts on products or shipping as a thank-you for being loyal to you in the past.

Pre-order if necessary to make sure you’ll have a readily available stock of your best-selling items ready to ship.

Even though people buy more products than they normally would in their daily lives during the holiday season, it won’t make the demand for your regular best sellers go down. If anything, they’ll increase at least as much as your expected sales will—and this year it’s expected to be around a 15% increase in online shopping.

Update Your Logo, Landing Pages & Plan Ad Designs

Change your logo so it’s holiday-themed and puts your customers in the holiday spirit.

If you can, also update your landing page to a holiday design that inspires gift-giving and holiday feelings and promotes product exploration.

Volusion suggests even branding your action buttons, and to create a sense of urgency with a visible countdown.

Doing this may or may not have a direct impact on your sales, but the holiday spirit is contagious and something people look forward to each year, so every step you can take to put people in the right mood will work in your favor.

Amazon holiday design

Amazon’s UK site created a holiday-themed design that evoked holiday feelings without showing patronage to any specific holiday.

Ebay holiday logo

Ebay gave their logo an easy holiday update by adding a Santa hat.

Barnes and Noble holiday website design

Barnes and Noble infused their site with holiday imagery: presents in the banner, snowflakes in the background, themed buttons, and a countdown banner adding urgency.

Product Education & Gift Ideas Sections

Start publishing product education now and don’t stop.

It’s a good idea to produce this year-round, but if you’re just starting now, focus on your bestsellers.

Product education includes detailed product descriptions, testimonials, and product comparison posts for savvy shoppers who want the best value.

People want to know that they’re buying the best for their loved ones, or, at the very least, they want to know that someone else who bought the product was happy with it.

Beyond product-based education, cater to the hoards of shoppers who have a lot to buy but no idea where to start. Create gift-buying and shopping guides to send in your emails, along with gift idea lists and blog posts to help your customers find the perfect gifts for their loved ones.

holiday shopping list suggestions

Some sites like Etsy create pages specifically for gifts for certain people, helping their customers find exactly what they’re looking for.

Holiday Packages & Creative Promotions

Beyond ads, special package offers and creative promotions can prove quite useful in boosting your holiday sales.

For holiday packages, offer products that go together in bundles of two or three at discounted rates. Someone who wanted to give their dad a new watch for Christmas might also be happy to buy him a nice watch cleaning and repair kit if you offer it at $20 or $30 off the total price.

Another popular trend that helps you increase your sales and marketing efforts with little extra work is doing creative cross-promotions with other brands. In this way, you can sell product bundles that make gifts even more complete, even if you don’t have those products in your own inventory.

For example, an electronics retailer could boost their television sales by offering a free month of service from the local cable provider for every new television purchased. Beyond boosting the sale of TVs, the cable company also cashes in with new subscribers at the beginning of the year.

Free Shipping

Around the holiday season, people expect free shipping, but that doesn’t mean you have to give it away for free. After all, if enough people order a $5 item that costs $3 to ship, you’re going to be in the hole.

Setting a dollar amount that customers have to spend to qualify for free shipping is a great strategy to increase your sales. In fact, 70% of online shoppers will add items to their carts just so they can qualify for it.

To boost this number, add non-annoying popup reminders of how much more the customer has to spend in order to qualify for free shipping. For better results, suggest similar or complementary items close to the price they have to match to qualify.

Holiday free shipping guidelines

Adapt a shipping policy like Charming Charlie, where shoppers get free standard shipping by spending $50 or more.

Participate in the Rush: Up Your Email Output

This is a big one.

The holiday rush gets bigger every year, and while doing things differently from the rest of the crowd can sometimes work in your favor, this isn’t one of those times.

Sending out regular email updates with increased frequency during the holiday season can actually boost your sales.

As long as the emails are tasteful, benefit the customer, feature products and promotions they’re interested in, and aren’t ridden with spammy language, you’ll notice a significant boost in your holiday sales by upping your email sending.

Holiday email marketing

Piperlime sent out an email to their female subscribers, helping them find the right gifts for the men in their lives. On top of it, they added urgency and an exclusive coupon to use on any product they wanted.

Added Value Services

Added value services probably won’t become your main boost for holiday sales income—most people won’t opt for them. However, even if only a small percentage of your shoppers spend a few dollars on gift wrapping one item, to send an accompanying greeting card, or a higher premium for rushed shipping, that money adds up quickly in increasing your bottom line.

Offering services like gift wrapping or adding a greeting card if you’re delivering to a different address is an easy option to update on your end, simply adding a mandatory “yes” or “no” check box to your checkout process or adding a popup before the sale becomes final.

Holiday value added services

When you tell Amazon that a particular item you’re ordering will be a gift, they allow you to add your own personal note to the recipient and offer gift wrapping.

Once you start brainstorming with your team, looking over last year’s data, and filling in your holiday promotional calendar, you’ll start seeing your offers and promotions coming together in a promising way.

Oh, and don’t forget to optimize your shopping cart to minimize shopping cart abandonment. This guide will tell you how.

What were your most successful e-commerce holiday sales tactics last year? Will you do anything differently this year? Any advice for newbies planning their first strategy?

Read other Crazy Egg articles by Chelsea Baldwin.

The post 2014 Holiday Marketing Guide: Lessons From the Big Wigs appeared first on The Daily Egg.

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2014 Holiday Marketing Guide: Lessons From the Big Wigs

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Success Kid Ran an A/B Test

We at Wingify spend a lot of our time running A/B tests to increase conversions for ourselves and our customers. But oftentimes, we find ourselves wondering about the deeper questions of life. What would happen if Success Kid ran an A/B test? What if overly attached girlfriend got to know about personalization? What if Bad Luck Brian got into content marketing?

And answering these questions is no easy task. They need deep research. So we spent day after day on Meme Generator and Know Your Meme learning more about our characters. Presented below are the findings from our extensive research in a slightly different kind of report.

Success Kid

Success Kid

First World Problems

First World Problems

Overly Attached Girlfriend

Overly attached girlfriend

Drunk Baby

Drunk Baby

Scumbag Steve

Scumbag Steve

Bad Luck Brian

Bad Luck Brian

The Most Interesting Man in the World

The most interesting man in the world

The meme from Taken — not sure what it’s called

Taken meme

Conspiracy Keanu

Conspiracy Keanu

Good Guy Greg

Good Guy Greg

Mr Bean

Mr Bean

Photogenic Guy

Photogenic Guy

We got a…

We got a badass over here

Kill Yourself

Don't use VWO? Kill yourself.

(Originally written for Medium. Reproduced here with small edits.)

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Success Kid Ran an A/B Test

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Measuring an Inbound Campaign through the Conversion Funnel

If you thought measuring the success of your inbound campaign is a tedious job, well don’t worry, you are not alone. According to a study conducted by Hubspot, 25% of marketing professionals admitted to ‘proving ROI’ as the biggest challenge they face.

Inbound marketing challenges

For measuring success, it is important to understand that the effectiveness of an inbound campaign is the collective result of various activities. Let’s have a look at how we can evaluate the success of an inbound campaign across various stages of the conversion funnel.

Inbound Funnel

Measuring the Inbound Campaign at Top of the Funnel (ToFU)

The primary objective of your activities at ToFU is to attract a greater share of the target market. Hence, all metrics at this stage must focus on what percentage of the audience are you reaching out to. Here’s a list of what you should measure:

  • Growth in Traffic
    You know your inbound campaign is doing well if the number of visitors to your website increases during the campaign period. A simple way to keep track of this is through Google Analytics. Follow this path in Google Analytics to see the growth in your visitor traffic: Reporting -> Audience -> OverviewWebsite traffic

    Another important factor you should keep in mind while analyzing website traffic is the percentage of new vs returning visitors. Repeat visitors indicate visitor loyalty to your website. A low rate of repeat visitors means that your inbound campaign does not offer long term benefit to users.

    Visitor comparison

    In order to keep activities in line with the objectives, you must focus on maintaining a higher percentage of new visitors at ToFU. You can focus on generating greater visitor loyalty during later stages of the funnel.

  • Sources of Traffic
    Besides growth in traffic, you must also keep in mind where your visitors are coming from. Analyzing traffic sources tells if your SEO efforts are bringing fruit. A good chunk of organic traffic is indicative of well performing keywords. On the other hand, referral traffic helps you gauge the effectiveness of your link-building efforts. You should keep an eye on the ‘referring urls’ to develop a greater understanding of the sources of traffic. Follow this path in Google Analytics to have a look at the referral traffic on your website: Reporting -> Audience -> Overview -> Referral TrafficReferral traffic
  • Social Reach
    The most popular metric to track for social performance is the wide reach of your social channels. These can be easily assessed by tracking the number of ‘likes’ on your Facebook page, number of ‘followers’ on Twitter or LinkedIn. However, these numbers in absolute terms do not make much sense for measuring success. So instead of simply looking at the number of ‘likes’ on your Facebook page, try and analyse how these ‘likes’ have grown over a period of time. Have your likes seen a sudden upward trend during a certain campaign? A comparison of growth trends will help you understand performance in a better way. Follow this path on your Facebook page to view the ‘likes’ trend for your page: See Insights -> Likes -> Net Likes

    Social reach

    You can go through this article for tips on how you can drive your social leads through the sales funnel.

  • Blog Views and Social Shares
    Analyzing individual blog posts helps you differentiate between a good post and a bad one. By continuously monitoring the views and shares of individual posts over a period of time, you will be able to identify patterns so as decide what kind of posts work best for you. Keep in mind that a highly viewed post might not result in good engagement (comments) and shares. Have a look at how our post on ‘Snackable Content’ gathered popularity on various social channels.

    Blog shares

  • Email Click Through Rate
    CTR is the most important metric of analysing e-mail marketing campaigns. A high CTR indicates that your message is clear and relevant for the target audience. However, the ideal CTR varies from one type of message to another. For example, newsletter e-mails sent to an opt-in list would have a higher CTR than a promotional message sent to the same set of customers. Hence you should define the target CTR for each form of e-mail and try achieving that for each campaign.

    Email metrics

Measuring the Inbound Campaign at Middle of the Funnel (MoFU)

Once you have attracted a large chunk of your target audience towards your offering, the next important step is to keep the audience hooked to your offer until they make the final decision to buy. Here’s what you should do to analyse whether your inbound campaign is going to help generate qualified leads or not:

  • Social Engagement
    Analyse your social media properties to see if your audience is engaging with you or not. Facebook provides its users with a ‘Talking About This’ score which measures the level of engagement on your page.

    Facebook page engagement

    In addition, you can also measure the engagement on individual messages on your Facebook page using Facebook insights. Follow this path to view the post wise engagement on your Facebook page: See Insights -> Posts -> All Published Posts

    Social engagement on Facebook

  • Lead Generation and Conversion
    Conversion rates need to be tracked for various channels of your inbound campaign. At a broad level, you must link all your campaigns to a pre-defined goal (based on your conversion objective) and see which inbound campaign is performing the best according to your goals. Follow this path in Google Analytics to see the goal conversion rate for your campaigns: Reporting -> Acquisition -> Campaigns -> Conversions (All Goals)

    Goal conversion

    If you are using your blog as an inbound channel, the call-to-action (CTA) on your blog becomes an important metric to measure success. The CTA helps drive viewers of your blog to take the required action.

    Blog CTA

  • Visitor to lead ratio
    Attracting visitors from a channel is of no use unless these visitors are taking the required action on your landing page. The visitor to lead ratio is defined as the percentage of visitor who converted to a lead. You can calculate this percentage for all you inbound channels and thus analyse which one is giving the best results.Visitor to lead Conversion = Leads Generated / Total Visitors
  • Bounce Rate and Time on Page
    You can measure the level of engagement on your blog by tracking the average time spent on the blog and the bounce rate. A high bounce rate indicates that your are not attracting the right kind of audience to your blog.

    Bounce rate

All said and done, we would all agree that measuring the performance of your inbound campaign is probably as important as executing it in the first place. The key to success lies in finding out the best way to do it. ‘Coz if you don’t measure it, you will never be able to say that it works! Have you defined measurement criterion for your inbound campaign? Do share your insights with us.

Image Credits
Impulse Creative

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Measuring an Inbound Campaign through the Conversion Funnel