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Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check


In 2018, video marketing has become ubiquitous in news feeds and it’s one of the best tools for persuasion you have available to you. In fact, 72% of businesses say video has improved their conversion rates. Naturally, because your landing pages are designed to persuade and convert, it makes total sense you’d want to use videos to boost the power of your offer.

But how do you know if visitors are actually interacting with your landing page videos? If you’re spending money on producing video content (especially if it’s offer-specific), you’ll want to know if your target audience is engaging.

While some of you may have access to a video marketing platform and resulting analytics, this post is going to share how you can get view information for YouTube video players using the free tool Google Tag Manager.

Once you follow the steps below for your Unbounce pages, you’ll be able to see:

  • If visitors are actually watching the videos on your landing pages
  • The duration of how long visitors are watching for, and
  • Where visitors are dropping off (this can help you understand what content to modify to keep visitors engaged).

First up: Add Google Tag Manager to Track Your Landing Page Videos

This is really easy to do in Unbounce. First:

  1. Head to the Script Manager under your Settings tab.
  2. Then, click the green “Add a Script” button.
  3. Next, select the Google Tag Manager option.
  4. Assuming you’ve already signed up for Google Tag Manager, you can add your Container ID.

Set up of Google Tag Manager

Lastly, attach your domain to the script, and you’re all set!

Once you have the script saved, use Google Tag Assistant to confirm the tag is working. After setting up this Tag Manager, next we’ll want to define how we want to track user interactions with our YouTube embeds, which brings us to…

Create Tags to Track Video Engagement

On September 12, 2017, Google Tag Manager released the YouTube Video Trigger which finally gave marketers the opportunity to track engagement from embedded YouTube videos within Google Analytics. Tag Manager added built-in video variables, and we want to confirm they are selected before creating any tags or triggers.

When you get to the Variables page in Google Tag Manager:

  • click on the red Configure button, and simply check the boxes for all the video variables, as seen in the image below:

Configuring Built in Variables

Next, we can create our trigger. Triggers control how the tag will be fired. The only option we need is the YouTube Video trigger type.

From here you can select the specific information you want to capture. These actions include when a user starts a video, completes a video, pause/seeking/buffering, and the duration of how much of the content they actually watch.

See how people are engaging (or not) with landing page videos

In the image above, we see just one option of a trigger you can create. If you choose to select ‘Progress’, you have to choose either Percentages or Time Thresholds. It has to be one or the other. You can’t do both. Using Percentages, you can add any number you like (i.e. it doesn’t have to be the numbers I used in the example above). Tag Manager will automatically add 100 for a completion.

On the other hand, if you choose ‘Time thresholds’, you will add the numbers (in seconds) you’d like to have recorded in Google Analytics. If your campaign focus is on views, I’d stick with Percentages. But, if you want to see where users are dropping off to help you improve the content of your videos, Time Thresholds is a good choice.

Lastly, choose when the trigger will fire. By default Tag Manager will fire the trigger on all videos, but you can choose to fire on only some videos.

You can also make your video triggers a lot more specific. The image below shows several options you have to fire the tag on a variety of custom variables for your YouTube videos. If you only want to track videos on certain landing pages, you can do that, but if you only want to track certain videos no matter what the landing page is, you have that option too. Create the trigger which will give you the data you need to make better decisions about the videos on your landing pages.

Now let’s set up the tag!

The image below is just one example of a completed tag set up. Here, you can change the Category, Action, and Label to capture the appropriate video data you want to collect. You can also research and find some cool custom versions of these tags like Simo Ahava’s YouTube Video Trigger. There are many options out there, so find the tag which works best for you.

Now that we can track the YouTube video interactions, let’s view the data.

View the Events Report in Google Analytics

In Google Analytics, head over to Behavior > Events. In the Overview or Top Events sections, you can see the Event Category lists of whatever you are tracking. While Event Category is the default view, you can switch to Event Action or Event Label to get deeper data depending on how you set up your tag.

So, how do you relate YouTube video tracking with our landing pages? Easy. Click on Secondary dimension, search for “landing pages” and select it. From here you’ll be able to see the page URL path alongside the current view you have pulled up.

We now have the data in Google Analytics to view which videos users interact with the most, how long are users watching the embedded YouTube videos, and which landing pages are actually seeing video engagement.

Now You Have Data to Improve the Videos on Your Landing Pages

If you find visitors barely watch your videos (think viewing less than 30% of the content), you now have data to push your team to modify the length of the videos, for example, or get to your key message differently (perhaps you have a really long intro?).

If the data shows users aren’t watching your videos at all, you may want to replace the video on your landing page with other, more customized options, or even text that sums up the value props presented. Finally, if you identify really popular videos, it could be a great opportunity to determine if there are opportunities for reuse on other relevant pages, too.

Overall, you won’t know whether page visitors resonate with the videos on your landing pages unless you track this. Let me know in the comments below if you have any questions on the setup above – happy to jump in with answers.

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Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check

Get Access to All the Recordings From Marketing Optimization Week

Just last week you may have joined us, along with 8,000 other marketers online for our first ever Marketing Optimization Week. Held over four days (February 20-23), experts from Hanapin, Emma, Zapier, Drift, Microsoft and more shared their tactics for refreshing your marketing and getting past a results slump.

Running 14 sessions total with 13 amazing partners, we were pretty excited to see marketers get so much out of the event:

I presented on the topic of “How to Improve Your Adwords Conversion Rates” as part of the PPC track (we had four tracks in all, including PPC, AI, Marketing Strategy and Automation). Today I’ll share some of the PPC-related takeaways, both from my session and others.

Making the Most of Your PPC Spend

To start, here’s my pop quiz:

If you’ve optimized your AdWords campaigns to no end, but are still seeing smaller and smaller efficiency gains, do you:

  1. Throw more money at it (cost per acquisition be damned!)
  2. Keep on truckin’. (Refine your keyword strategy further and test new ads), or
  3. Start looking at where your ads are pointing to

Call me crazy, but option 3 seems like a no-brainer, right?

It’s like my pal Joe Martinez, Director of Paid Media at Granular Marketing says:

“Ads get traffic. Landing pages get conversions.”

In other words, no matter how good your keyword and bidding strategies are, your ads can’t do the work alone.

The savviest PPC marketers are optimizing as much of the funnel as they can get their hands on, because AdWords CPC’s have nearly tripled since 2012. To ensure you’re not blindly spending, you need to look at where your ads are pointing to.

The question I have is: with landing pages being such low-hanging fruit in terms of paid ad success, why haven’t all marketers figured this out yet?

I tackled this in my presentation covering:

  • What landing page changes you can make now to lift conversion rates
  • How to make these changes without talking to your developer
  • How to set up an A/B test in less than 30 seconds
If you haven’t already, you can sign up to get all the recordings here

Other PPC-Specific Sessions You Can Check out

Throughout the week it was pretty satisfying to see a big focus on post-click optimization as a major area to consider for improving results and getting the most out of your PPC ad spend.

My personal favourite talks within the PPC track were:

  • PPC Woes And What To Do About Them by Beth Thouin and Richard Beck of Acquisio
  • Beef Up Your Quality Score With Landing Page Updates by Jeff Baum and Diane Anselmo at Hanapin, and
  • Unicorn Marketing: Getting Unusually Great Results Across Every Marketing Channel by Larry Kim of Mobile Monkey

Finally, here are some of my top takeaways from the talks above:

1. Optimize your landing pages to get ahead

Acquisio structured their session around addressing the biggest woes PPC marketers face everyday and they provided actionable tips for prolonging the effectiveness of your campaigns past three to four months.

According to Beth and Richard, one of the best ways to get ahead of the competition (and keep your campaigns fresh and high-converting) is to work on your landing pages. Make sure your images are high-quality, pages load fast, and there’s clear message match between your ads and resulting landing pages.

It’s like Richard said during the session: “[forget] the bucket with holes in it! Not having a good landing page is like having a bucket with no bottom in it when it comes to PPC campaigns.”

2. Focus on navigation to increase your Quality Score

So often we get caught up with page load time, copy, and SEO that we forget to focus on intent and how people expect or want to navigate through our landing page information (i.e.: easily). Hanapin’s session went over just how important Quality Score is for PPC campaign performance and how one factor in improving your score via the landing page experience is navigation.

Jeff and Diane use the analogy of a shoe store: the experience after clicking through on a search ad should be akin to walking through a neatly organized shop where everything is labelled, certain types of shoes are grouped together, and you can easily find what you’re looking for in a matter of minutes. When in doubt: the simpler you make your landing page navigation/information hierarchy, the better.

3. Stop trying to optimize donkeys. They will always be donkeys.

During his session at Marketing Optimization Week, Larry Kim outlined the difference between a unicorn and donkey. What’s a marketing unicorn? Typically, these are the pieces of content or campaigns that outperform the rest. They usually make up only a small percentage of everything you run. One of the main points in this talk that resonated with me was that we should stop trying to optimize donkeys and focus exclusively on the unicorns.

Unicorns are unicorns across channels, so when you find one, take it and apply it across your other channels, including PPC. To find unicorns we need to audition lots of content ideas, identify which ones have unusually high engagement rates, and optimize those few for engagement even further.

These takeaways just scratch the surface from Marketing Optimization Week (there are more tracks and engaging speakers). Be sure to grab the recordings and share them with your team!

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Get Access to All the Recordings From Marketing Optimization Week

How to Turn a Long Landing Page Into a Microsite – In 5 Easy Steps

Landing pages can get really long, which is totally fine, especially if you use a sticky anchor navigation to scroll people up and down to different page sections. It’s a great conversion experience and should be embraced.

However, there are times when having a small multi-page site, known as a microsite (or mini-site) can offer significant advantages.

This is not a conversation about your website (which is purely for organic traffic), I’m still talking about creating dedicated marketing-campaign-specific experiences. That’s what landing pages were designed for, and a microsite is very similar. It’s like a landing page in that it’s a standalone, controlled experience, but with a different architecture.

The sketch below shows the difference between a landing page and a microsite.

The landing page is a single page with six sections. The microsite has a homepage and 5 or 6 child pages, each with a persistent global navigation to conect the pages.

They are both “landing experiences”, just architected differently. I’ve noticed that many higher education landing experiences are four-page microsites. The pharmaceutical industry tends to create microsites for every new product campaign – especially those driven by TV ads.

What are the benefits of a microsite over a long landing page?

To reiterate, for most marketing campaign use cases, a single landing page – long or short – is your absolute best option. But there are some scenarios where you can really benefit from a microsite.

Some of the benefits of a microsite include:

  1. It allows more pages to be indexed by Google
  2. You can craft a controlled experience on each page (vs. a section where people can move up and down to other sections)
  3. You can add a lot more content to a certain page, without making your landing page a giant.
  4. You can get more advanced with your analytics research as there are many different click-pathways within a microsite that aren’t possible to track or design for on a single page.
  5. The technique I’m going to show you takes an Unbounce landing page, turns it into a 5-page microsite.

How to Create a Microsite from a Long Landing Page

The connective tissue of a microsite is the navigation. It links the pages together and defines the available options for a visitor. I’ll be using an Unbounce Sticky Bar as the shared global navigation to connect five Unbounce landing pages that we’ll create from the single long landing page. It’s really easy.

First, Choose a Landing Page to Work With

I’ve created a dummy landing page to work with. You can see from the zoomed-out thumbnail on the right-hand side how long it is: 10 page-sections long to be specific. (Click the image to view the whole page in a scrolling lightbox.)

The five-step process is then as follows:

I’ll explain it in more detail with screenshots and a quick video.

  1. Create the microsite pages, by duplicate your landing page 5 times
  2. Delete the page sections you don’t want on each microsite page
  3. Create a Sticky Bar and add five navigation buttons
  4. Set the URL targeting of the Sticky Bar to appear on the microsite pages
  5. Add the Unbounce global script to your site
  6. Click “Publish” << hardly a step.

Step 1: Create Your Microsite Pages

Choose “Duplicate Page” from the cog menu on your original landing page to create a new page (5 times). Then name each page and set the URL of each accordingly. In the screenshot below you can see I have the original landing page, and five microsite pages Home|About|Features|FAQ|Sign Up.

Step 2: Delete Page Sections on Each Microsite Page

Open each page in the Unbounce builder and click the background of any page section you don’t want and hit delete. It’s really quick. Do this for each page until they only have the content you want to be left in them. Watch the 30 sec video below to see how.

Pro Tip: Copy/Paste Between Pages

There is another way to do it. Instead of deleting sections, you can start with blank pages for the microsite, and copy/paste the sections you want from the landing page into the blank pages. This is one of the least-known and most powerful features of Unbounce.

The best way is to have a few browser tabs open at once (like one for each page), then just copy and paste between browser tabs. It’s epic! Watch…

Step 3: Create the Navigation With a Sticky Bar

Create a new Sticky Bar in Unbounce (it’s the same builder for landing pages and popups). Add buttons or links for each of your microsite pages, and set the “Target” of the link to be “Parent Frame” as shown in the lower-right of this screenshot.

Step 4: Set URL Targeting

This is where the connective tissue of the shared Sticky Bar comes together. On the Sticky Bar dashboard, you can enter any URLs on your domain that you want the bar to appear on. You can enter them one-by-one if you like, or to make it much faster, just use the same naming convention (unique to this microsite/campaign) on each of the microsite page URLS.

I used these URLs for my pages:

unbounce.com/pam-micro-home/
unbounce.com/pam-micro-about/
unbounce.com/pam-micro-features/
unbounce.com/pam-micro-faq/
unbounce.com/pam-micro-signup/

For the URL Targeting, I simply set one rule, that URLs need to contain “pmm-micro”.
For the Trigger, I selected “When a visitor arrives on the page.”
for the frequency, I selected “Show on every visit.” because the nav needs to be there always.

Step 5: Add the Unbounce Script

We have a one-line Javascript that needs to be added to your website to make the Sticky Bars work. If you use Google Tag Manager on your site, then it’s super easy, just give the code snippet to your dev to paste into GTM.

Note: As this microsite solution was 100% within Unbounce (Landing Pages and Sticky Bar), you don’t actually have to add the script to your website, you can just add it to the each of the landing pages individually. But it’s best to get it set up on your website, which will show it on your Unbounce landing pages on that domain, by default.

Click Publish on #AllTheThings!

And that’s that!


You can see the final microsite here.
(Desktop only right now I’m afraid. I’ll set up mobile responsive soon but it’s 2am and this blogging schedule is killing me :D).


I’ve also written a little script that uses cookies to change the visual state of each navigation button to show which pages you’ve visited. I’ll be sharing that in the future for another concept to illustrate how you can craft a progress bar style navigation flow to direct people where you want them to go next!

A Few Wee Caveats

  • This use of a Sticky Bar isn’t a native feature of Unbounce at this point, it’s just a cool thing you can do. As such, it’s not technically supported, although our community loves this type of thing.
  • As it’s using a shared Sticky Bar for the nav, you’ll see it re-appear on each new page load. Not perfect, but it’s not a big deal and the tradeoff is worth it if the other benefits mentioned earlier work for you.
  • The close button on the Sticky Bar needs to be hidden (I need to bug a developer for some help and will add it back in here).

Aall in all, this type of MacGyvering is great for generating new ways of thinking about your marketing experiences, and how you can guide people to a conversion.

I’ve found that thinking about a microsite from a conversion standpoint is a fantastic mental exercise.

Have fun making a microsite, and never stop experimenting – and MacGyvering!
Cheers
Oli

p.s. Don’t forget to subscribe to the weekly updates for the rest of Product Awareness Month.

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How to Turn a Long Landing Page Into a Microsite – In 5 Easy Steps

10 Steps That Will Map Your Way To Inbound Success With HubSpot Marketing

HubSpot needs no introduction. It provides marketers a hassle-free interface to reach out to their audience and nurture them through various stages of the conversion funnel. Their “inbound marketing theory” is a systematic arrangement of several digital marketing channels, including social media, email marketing, and landing pages, brought together in one user interface that allows you to target your prospects with tailored messages which prompt them to consider your offerings and make purchasing (or other conversion) decisions while moving through your funnel. For inbound marketing, HubSpot is a practical solution for marketing automation. It has only grown in depth to…

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10 Steps That Will Map Your Way To Inbound Success With HubSpot Marketing

The Crazy Egg Guide to Landing Page Optimization

When it comes to increasing conversion rates, few strategies are more effective than the implementation of landing pages. Yet, these crucial linchpins to the optimization process are often rushed or overlooked completely in the grand scheme of marketing. Here at Crazy Egg, we believe it’s past time to give these hard-working pages a little more attention, which is why we’ve created this complete guide to landing page optimization. Even if you consider yourself a landing page pro, you’ll want to read this guide to make sure your pages are on track and converting as well as they should be. Why…

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The Crazy Egg Guide to Landing Page Optimization

Are You Forgetting To Optimize For Awareness & Intent When Designing Landing Pages?

awareness-and-intent

The best color for your CTAs. What hero images work best. How to tweak your headlines. Writing conversion focused copy. All of these are the bread and butter of writers like me. We know these articles are going to grab attention because, well, people are always looking for an easy fix. Marketers the world over dream of changing their button color and seeing a 200% increase in conversions. They fantasies about using a headline template that’ll skyrocket their income, and honestly believe that a better hero image could save a failing business. And so we create content that plays to…

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Are You Forgetting To Optimize For Awareness & Intent When Designing Landing Pages?

Glossary: Bounce Rate

what is bounce rate

The bounce rate is the percentage of people, who landed on your website, but instead of browsing further they exited your website. This metric can be important to certain websites as it gives you an idea about the first impression of your site. It tells you if your landing page meets the expectation of the visitors who landed there. If your Bounce Rate is high, you can suspect that something is wrong either with your landing page or your sources of traffic. You can calculate the bounce rate with this formula: A concrete example Let’s say, that you have a…

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Glossary: Bounce Rate

How to Make Local Mobile Landing Pages That Convert

The second you step away from your desk, or leave your home or office – what do you do when you need to find something to eat, purchase or get directions to? You pull out your phone and do a search. Unfortunately, local businesses aren’t making the best use of digital marketing. In fact, as many as 60% of small businesses don’t even have a website at all. Local businesses don’t see it as a priority. And even when they do have solid websites, in too many cases, mobile is an afterthought, and the landing pages are weak or absent….

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How to Make Local Mobile Landing Pages That Convert

Next Level Landing Page Optimization: Before and After the Conversion

We spend a lot of time on this blog waxing poetic about the importance of optimizing your landing pages.

But landing pages are only one element of a stellar, high-converting marketing campaign. And focusing all of your attention on optimizing only one element is just foolish.

‘Cause — pardon the cliché — but a chain is only as strong as its weakest link.

giphy
Image via Giphy.

If you’ve optimized your landing pages and you’re still not getting the results you wished for, maybe there are broken links elsewhere in your conversion chain — like before and after the landing page?

Not sure? We created a 24-page guide for Unbounce customers to help them maximize the value of their landing pages, but we like you too and figured you might find it useful — regardless of whether you use Unbounce to build your landing pages or not.

The guide will help you optimize every step of your prospect’s conversion journey:

  • Before the landing page: Are you doing enough to send healthy doses of traffic to your landing pages? Are there distribution channels you’re missing? How can you use each most effectively?
  • On the landing page: Are you making the most of that sweet traffic by constantly optimizing every element of your landing page for more conversions?
  • After the landing page: After people convert on your optimized page, are you making their next step crystal clear? Are you missing additional conversion and nurturing opportunities on your thank you page?

Are you optimizing your entire conversion funnel?

Download this 24-page whitepaper and learn how to better optimize your entire conversion funnel — both before and after your landing page.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

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Next Level Landing Page Optimization: Before and After the Conversion

How to Optimize Pay-Per-Click Landing Pages

If you’re running a pay-per-click (PPC) traffic campaign, there’s a big chance that you’re sending that traffic to a landing page. Though when using PPC traffic, you can’t just throw up a landing page and expect everything to work out for the best. Rather, you need to ensure that you’re optimizing your landing page for conversions. If you don’t do this, your landing page will never reach its highest potential. In this post, we’re going to cover how you can optimize a PPC landing page. We’ll take a look at the different elements that you need to focus on and…

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How to Optimize Pay-Per-Click Landing Pages