Tuesday, November 17, 2015

Landing Pages: Track Marketing Results On Your Web Site

Landing Pages: Track Marketing Results On Your Web Site
Let's take a look at how to set up a customized marketing campaign using a landing page on your web site.

In this technique, customized business application focused on marketing, I will describe how to setup a custom landing page that links to destination page on your web site with a free Google Analytics (GA) account.

The destination page denotes a marketing action you want your customer to accomplish - fill out a request info, view a page, watch a movie, or upload/download a file.

Design Your Marketing Process

Here we go in a step by step description to design and implement this technique.

#1 Make a specific web page or blog post that has your marketing information. Typically, this is called a landing page. There are some good (paying) services that will automate landing page creation for you, but you can easily make one your self. Or, hire me to do it (shameless plug).  Here is a landing page for a local roofing service: http://skyeroofing.com/Coupon/

#2 Next, make a specific page that is designed to have the reader take action. This is known as a conversion page.  In other words, whatever marketing action you want the reader to do on  #1, provide a page where they do that next. In this example, the targeted marketing action for a reader to take in #1 is to request information by filling out one of the forms on page #1. When that is form is submitted, the reader will be taken to http://skyeroofing.com/Coupon/Coupon/free-roofing-estimate.html.

#3 Identify the page(s) that will lead the website reader to your page in #2 http://skyeroofing.com/Coupon/ (where the marketing action will take place).  We will call this the originating page - where the marketing effort begins. This could be any other page on your site.

Congratulations, you have just setup a conversion process on your web site: converting a reader to a information requester. Hopefully the next conversion will be from an information requester to a buyer of your service.

Adjusting Content To Improve Results

By adjusting the content in 1) your landing page content (#1) and/or  2) the originating page content (#3) you can tweak your custom marketing process.

A. If no one is clicking the link in the landing page content or the originating page content, then that text/content is not compelling.
B. If people are clicking the link landing page or originating page, but not completing the targeted marketing action (#2) then that content or offer in #2 is not compelling.

Design and Setup Google Analytics

Now, let's set up your GA to collect this information for #1 and #2 above.

Landing Pages Use Google AnalyticsI. Log in to your free GA account.  https://www.google.com/analytics/
 and choose Admin from top menu.

Be sure you have selected the right Account and correct Property.

II. In the VIEW column (far right) choose Goals.  On the new screen that appears click the red button +New Goal to display the screen below.

Landing Page Stats

III. Make one selection on this screen to best describe your target marketing action discussed in #1 and #2 above.  To accomplish the same process that we are doing in our example above, pick one of the choices under INQUIRY and click the Continue button to display the screen below.

Landing Page Metrics

- in Name, write a description in the field to label your marketing campaign. How about Leads From FB Posts?

- in Type make a selection ....
Destination: This is what we are using for this example.
Duration: Use this choice to measure how long reader stays on page.
Pages/Screens: Use this choice to measure how many screes/pages are viewed by reader
Event: Use this choice to measure if the reader does something on the page, like watch a video or downloads/uploads a file.

IV. Setup the Goal Details
When you choose Destination above, the screen below is displayed ....

Complete Destination which will be the file/page location of #2 in our example above, be sure to use your file name.   In our example, this is how the file/page name will look when it is completed.

Traffic Flow Conversion Metrics
Be sure to remove the "http://www" from your file name before entering it. If you are using CAPITALS in your file location click the box for Case Sensitive.

Next, complete the originating page information under Funnel. You have to click it to the On position first. The screen looks like the one below, when the originating page is the home page of the site in our example.  On the  Required? button click Yes.

Measure visitor traffic

V. Click the Save button to continue and a screen similar to the one below will be displayed. It shows your goals for the custom marketing campaigns in place.

Setup Marketing Campaign In Google Analytics

Great work. You have now successfully setup a customized marketing campaign using a landing page on your web site to provide specific information about potential clients - all for free.  Simple programs like this will help you build more tailored marketing campaigns so you preform intelligent marketing.

Lean more about custom Google Analytics campaigns - contact form.

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