conversion tracking « Mongoose Metrics

Posts Tagged: conversion tracking

Increase Conversions with QR Call Tracking Technology

Data shows that QR codes (Quick Response codes) are gaining interest from marketers. 57% of Facebook and Twitter users said they have scanned a mobile bar code at least once in the past year. Consumers want instant access to relevant information and QR codes help provide that access. With mobile growth exploding, allowing integration of QR Codes into marketing campaigns is an excellent way to boost conversions via mobile devices.

QR codes are a convenient way to encourage consumers to interact with a product or service. These codes are gaining traction as marketers identify new ways of integrating these trackable bar codes into their campaigns. Nearly two thirds of people have seen a QR code, with approximately one- third of those having used one. The technology behind QR codes is easy to use and implement – yet can be a very powerful marketing tool. Integrating QR technology with call tracking will allow marketers to better understand the behavior of their prospects.

Mongoose Metrics’ QR Call Tracking provides a number of benefits for customers that are serious about making conversion optimization part of their marketing strategy:

Capture & Measure Conversions: Drive conversions through QR Code implementation and call tracking efforts to measure mobile and other QR Code-driven marketing efforts.
Seamless Integration: Integrate QR Code Call Tracking with web analytics, bid management and CRM software for easy, consistent reporting.
Immediate Access: Instantly see traffic increases to your site – with QR codes’ ability to be accessed from anywhere via mobile.

With a growing number of searches being conducted via mobile devices and the availability of QR scanning apps for virtually every smartphone device, the power to increase conversions and optimize marketing efforts is yours. Contact us today to learn more about QR Call Tracking.

Features, Tips, & Announcements — No Comments
17
Aug 11

How Conversion Tracking Can Drive Content Marketing

Content marketing strategies are often based on market trends, business objectives or messaging. However, to help guide content marketing efforts to best meet buyer
needs, marketers should use analytics and conversion metrics to ensure that content is both topically relevant and easy for qualified audiences to find.

With web analytics and call tracking solutions, marketers can collect conversion information and track secondary lead activity generated by content, which can be used to
further optimize efforts and improve ROI.

Develop Content Ideas and Promotion Strategy

Analytics can help marketers identify the topics that drive visitors, and then use this information to develop related content to spur download-driven lead conversions. Following are metrics your marketing team can use to identify content topics, and the best place to publish:

Traffic-Driving Keywords — Review the keywords that drive visitors to your website, and to your competitors’ website. You can do this through your own web analytics, and using tools like alexa.com, which shows high-impact search queries for any website. What products or services are they interested in, and can you develop relevant content about that topic to convert these searchers into leads? Also consider long-tail keyword traffic for common themes or questions that arise
Top Landing and Content Pages — What pages do visitors land on and click through to most often, but have limited conversions? Develop related content to feature on these pages as a way to promote lead conversions.
Traffic Sources — What website traffic sources have historically driven the most leads? Consider partner websites, guest posts, social media, eNewsletters, advertisements and more. Identify your leading sources, and integrate them into your content promotion strategy.

Track Content Marketing Success

Strengthen your content marketing efforts by tracking resulting conversions. Integrate analytics tracking code and call tracking to know what content spurs secondary action from your leads.

Within Actual Content — Offer users multiple ways to convert throughout content pieces. For example, include a campaign-specific phone number in eBooks and white papers that you associate with the asset in your call-tracking platform. For audiences that prefer to contact you online, or may not be ready to buy, include links to web contact forms and subscription pages for your blog or eNewsletter
Throughout Your Website — Make sure to capture as much visitor-activity information as possible. With call tracking, you can install a Javascript snippet that tracks sources of phone calls, enabling you to associate a call from a web visitor that clicked through to your site from a content piece. In addition, use web analytics to track online conversions, as well as their related sources, mediums and campaigns.
Test and Evolve— By strategically developing content for your buyers and properly tracking all conversions, you can continually adjust campaigns, messages and calls to action based on ROI.

If you’re interested in more information about conversion tracking and content marketing, check out the blog post How to Track Content Marketing Lead Conversions.

How has your company used conversion tracking to drive its content marketing efforts?

Call Tracking / Search Marketing — No Comments
18
Jan 11

How to Track Content Marketing Lead Conversions

What is Content Marketing?

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Joe Pulizzi, founder of the Content Marketing Institute and Junta42; author of “Get Content Get Customers.”

Companies use content marketing to build awareness, establish thought leadership, generate leads and guide prospects through the buying cycle. This content, in the form of blog posts, eBooks, videos and more, is designed to offer unique insight and resources to audiences in hopes they will share it online, connect to learn more about a topic, and think of you first when it comes time to purchase.

Unfortunately, it is often difficult to attach an ROI to content marketing, largely due to the number of content interactions that may take place away from your site. Such is the case, for example, with downloadable content, webinars, and some online videos.

However tracking content ROI is not impossible. Following are three ways marketers can better track content-driven lead conversions using both web analytics and call tracking solutions.

1. Drive Visitors to Landing Pages

Each piece of content you develop should include a call to action. Consider having the call to action drive audiences to a specific landing page. Here you may choose to include additional resource links, related content articles, and links to connect on social media.

You’ll also want to include a web form and phone number for visitors to contact you. Configure your web analytics to register any web form submission as a new lead, and set up call tracking systems to associate a unique number to a visitor who landed on the page. Using a cookie in their browsers, the visitor is shown the same number throughout the site, helping you to tie any call conversions back to the content piece, no matter what pages they navigate to.

2. Include Call Tracking Numbers in Downloadable Content

There may be an opportunity directly within your downloadable content to give readers the option to call to speak with an expert, or learn more about a specific topic.

Publish a unique tracking number within each new piece of content, and track the number of calls you receive over time. You can then use this information to evaluate which content format and topics are more likely to generate leads, as well as what type of lead quality you can expect from each.

3. Online Videos and Webinars

Similarly, there are opportunities to add call-to-action information in online videos and webinars.

Online Videos — Using a basic video-editing program, you can quickly add graphics and text to any video. Many marketers use the end of the video as an opportunity to offer viewers details on how to get in touch should they need additional information. This is the ideal location for a unique call tracking number.

Online Webinars — Webinar presenters typically offer ways for attendees to contact them with additional questions. Not only can call tracking record the number of incoming calls that resulted from the webinar, but it can record the call itself. Presenters can then go back and review the calls to understand if something wasn’t clear enough in the presentation and needed to be explained further.

We’re curious to hear how content marketers are tracking conversions, both through web analytics and call tracking services. Please share your examples in the comments below.

Analytics / Call Tracking / Examples / Integration — No Comments
15
Dec 10

Tracking Phone Calls from Click to Close

“Hello. How can I help you today? This call may be monitored for service quality.”

That’s the basic script if your business relies on phone calls. Of course, it’s imperative to employ friendly and knowledgeable humans to answer the phone. But perhaps more important is to understand – at a deep level – which online search engines, social media campaigns and direct advertisements are driving phone calls to your business. After understanding the marketing sources, you then need to understand how much revenue each phone call generated and then link that back to the marketing source so you can optimize your next round of spending.

An enterprise-level call tracking solution is specifically designed to take the mystery out of your web visitors’ search path from first click to phone call to completed sale.

Here is how we connect the click to the close:

Marketing: Log website activity through Mongoose Metrics proprietary web analytics
Action: When the prospect calls, connect the call information to the existing web analytics data
Conversion: Synchronize information between Mongoose Metrics and the customer CRM
Intelligence: Analyze reports from the Mongoose or CRM level to optimize which marketing sources are generating the highest value closes.

By integrating a robust set of call tracking data with your marketing automation software, bid management provider, analytics vendor and CRM system, it is possible to see the entire conversion picture from click to close. View a list of our integration partners including Google Adwords and Google Analytics.

The following screenshots detail the journey of Mike Browne, a recent Mongoose Metrics customer who called after viewing a PPC ad on Google and downloading a white paper. Here’s the path he took:

Step 1:

Mike Browne appears on the radar as a prospect in our marketing automation software indicating that he has been browsing the website and interacting with our content. This means he is interested but possibly not a qualified sales candidate yet.

Step 2:

The Mongoose Metrics system logs a phone call from Mike Browne. We link this phone call back to the web analytics data we have gathered about Mike from his website interaction. The data logged includes time, date, recording, geolocation, keyword source, keyword type and a variety of other data points. See a detailed list of data points.

Step 3

The Mongoose Metrics system injects this data into our CRM and assigns the lead to sales representative Drew Johnson. Drew then takes that lead and moves it through our sales process from qualified to opportunity and finally to closed sale. Once the sale is closed, the Mongoose Metrics system again synchronizes to the CRM allowing the Mongoose Metrics system to report the actual revenue generated from that lead and ultimately tying that revenue back to the source of the inquiry. Learn more about CRM integrations.

Step 4

View an aggregate of call data in the Mongoose Metrics dashboard to understand which advertising sources are driving phone calls. This completes the feedback loop so that you can make accurate determinations of which marketing sources are driving the key sales for your business.

Conclusion – Call tracking provides marketers with a powerfully simple way to understand and validate marketing campaigns. It’s a fact: Forty-six percent of local online searchers contacted a business by telephone following their Web research (TMP Directional Marketing and comScore, summer 2009).

With so many consumers letting their fingers do the walking, online marketers must learn how to measure and analyze calls resulting from online searches. And, as nearly all consumers (97 percent) now use online media to shop locally (BIA/Kelsey and ConStat Survey, February 2010), tracking phone calls resulting from online searches is more imperative than at any time in history.

Features, Tips, & Announcements — No Comments
25
Nov 09

Offline Conversion Tracking

Alan K’necht wrote an excellent blog about offline conversion tracking

http://www.lilengine.com/monetize/tracking-off-line-conversions-1206/

Our business is based around illuminating the sales funnel related to offline conversions. Our goal is to make it easy for you to track online and offline conversions side by side. We want to drive actions like tweaking marketing spend and efforts with a full basket of information.

Mongoose MetricsConversion & Call Tracking Blog