As the world goes increasingly digital, the line separating the digital world from the physical one continues to blur. The advent of technologies like augmented reality has practically pulverized that line. Once those technologies become mainstream, humanity will be living in the digital world fulltime.
Coming back to the present, the seismic effects of digitization can be felt even today in the field of marketing. Large-scale data collection, big data, analytics, targeted ads, and other digital technologies have empowered modern marketing teams in unprecedented ways.
Marketers can reach their target segments in myriad ways using digital technologies – emails, social media, websites, ads, online business directories, blogs, and more. Naturally, identifying the most promising or best-performing channel/s is crucial for optimizing the marketing budget allocation and extracting maximum ROI out of it.
The challenge becomes particularly dreadful when a business also employs offline marketing campaigns. How do you know which offline marketing campaigns are working best? In which areas are you getting the best results? Which marketing messages are hitting the target?
Simply put, how do you analyze the performance of each offline and online marketing campaign?
The answer – landing pages integrated with analytics tools.
Landing pages? For measuring offline marketing campaigns? Are you crazy?
Yes, yes, and no – in that order!
Landing pages are powerful tools for creating a unified marketing strategy across both digital and offline worlds. In fact, 52% of businesses use landing pages to test the performance of their various marketing campaigns.
When combined with robust analytics tools, landing pages can be a goldmine of insights that can help marketers make smarter decisions. To be more specific, analytics helps marketers identify and understand the conversion rate of various marketing campaigns.
What is Conversion Rate?
The conversion rate is the percentage of your website visitors that do what you want. The desired action is usually something that is aligned with your marketing goal. Some of the common types of conversions include:
- Form submissions
- Callback requests
- Live chat messages
- Signups of subscriptions
- Registrations on the site
- A simple page visit
- Downloading gated content
Why are Conversion Rates Important?
The world average for conversion rate is a mere 2.35%. The top 25% of the landing pages convert at a rate of 5.31% or higher.
To put this into perspective, suppose you are a house cleaning service. For every 100 people that arrive on your website, less than 3 (on average) of them actually hire you. Now, consider the fact that this is the average rate. Some marketing campaigns produce lesser conversion rates and others producer a higher conversion rate.
As a marketer, wouldn’t you want to know which campaigns or which sources of traffic produce the best conversion rate?
Landing page analytics enable you to allocate your marketing budgets towards the best-performing campaigns, so that you can realize more conversions for every marketing dollar you spend.
But how do you find the best marketing sources?
There are several ways of doing it. Let’s take a look at some of them.
1. Set Up Website Analytics
Powerful analytics tools like Google Analytics, LuckyOrange, Open Web Analytics, Crazy Egg, and others allow you to deep dive into the conversion rate for each marketing source – search engines, social platforms, and so on. You can even determine whether the traffic (and conversion rate) is organic or inorganic.
In fact, website analytics tools allow you to under the conversion rate at a granular level. You can find out the conversion rate by various categories – by device type, OS, location, age, search engines they used, and even direct traffic (customers who typed your URL directly in the address bar).
2. Set Up Optimization Tools
Optimization tools like Google Content Experiments and Optimizely help you understand which parts and versions (A/B testing) of your landing pages are working, and how effective they are. By combining them with your marketing campaigns, you can figure out which combinations are producing the best results.
3. Discount Coupons
Suppose that you are a residential cleaning service that wants to know which marketing messages resonate strongly with your offline audience. So, you create 4-5 versions of a pamphlet advert, with each version having a different message, which you distribute among your audiences. How do you know which of those versions are working the best?
You insert a discount coupon inside each pamphlet and allow all the audiences to redeem the coupon on the same landing page. Based on which coupon is redeemed the highest number of times, you will know which marketing message resonated with them the most.
The same trick can be used in different contexts – to determine conversion rates across different geographies, across platforms, across email lists, and so on.
4. Custom URLs and Redirects
Create a single landing page and generate several vanity URLs, with all of them redirecting to the same landing page. Each custom URL can be inserted into a different marketing campaign or source. This way, although the traffic arrives on the same page, the URL redirects allow you to determine the traffic received by each vanity URL. You’ll know the performance of each marketing source.
The same result can be achieved with shortened URLs by using link shortening services like Bitly. Tools like Bitly even allow you to track the traffic.
For better results on how to get your landing pages to track conversion rates, you can combine custom URLs or shortened URLs with QR codes too.
5. Or, Keep It Simple: Just Ask
Often times, we dive so deep into a problem that we forget the simple answer.
You want to know how your customers found you. So just ask them. A simple popup box, with a question and multiple clickable answers asking them to indicate where they found you, is all it takes to get a response from your visitors. Sure, not many may respond, but it will still give you useful sample data.
6. The Worst One Yet: Multiple Landing Pages
To be fair, having a dedicated landing page for each marketing campaign or source is not a bad strategy. It’s just labor-intensive and expensive. But, if your business has the budget, then dedicated landing pages for each marketing source is a powerful way to get insights into the source’s performance. In fact, dedicated landing pages allow you to experiment with different marketing messages and continuously optimize each landing page to make it supremely effective for the specific traffic arriving from that source.
As mentioned before, there are several ways of determining the conversion rate of each marketing source. Your choice of strategy must depend on the marketing sources, budget, team size, your audiences, and marketing goals.