Landing Pages to Track Conversion
How to Use Landing Pages to Track Conversion Rates of Different Marketing Sources

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.

Wait! 

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:

  • Purchases
  • Form submissions
  • Callback requests
  • Calls
  • Live chat messages
  • Signups of subscriptions
  • Registrations on the site
  • A simple page visit
  • Upsell
  • 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.

Conclusion

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.

Related Links for Landing Pages to Track Conversion

Should I Run A Groupon Promotion?

Email Marketing Your Cleaning Business: How to Do It Well

The 8 Most Important Conversion Metrics You Should Be Tracking

Use Original Images
5 Reasons to Use Original Images On Your Residential Cleaning Business Website

Visual content continues to be the rage in the digital era. Consider these statistics, for instance.

Content with images tends to receive 130% more engagement than content without them.

Tweets with images register up to 150% more retweets than text-only tweets.

Although consumers retain only 10% of the information they hear, they recall 65% of the information when content is paired with an image.

Clearly, images play a crucial role in not only attracting and engaging the consumers but also in helping them recall the information. Businesses know and understand this. That is why business websites, blogs, and media content are all augmented with carefully chosen images. Everyone from bloggers to SMEs to large corporates uses stock images for a variety of purposes.

There are numerous stock image websites that offer high definition, read-to-use images of virtually every type and context to cater to this demand for high-quality images. There are an estimated 350 million+ stock images available for purchase on the internet.

Despite the overwhelming relevance and usage of stock images, they could be hurting your business in more ways than one. In fact, stock images can be a silent killer, chipping away at your business, one customer at a time, unbeknownst to you. Here’s why you should use original images and not stock images.

1. “Real” Images Feel More Authentic

Several studies and experiments indicate that internet users can easily distinguish between an original image and a stock image. And, most of them ignore the stock images.

Come to think of it. Five to six people staring at the same computer in the office, an individual’s hand projecting important-looking holograms, house cleaning staff that is pretending to clean an already clean house, and the other such images never inspire brand-consumer connections.

Residential cleaning business websites, in particular, must use original images of real customers, real projects, and real staff to give website visitors a sneak peek into the human side of the company. This is what builds trust between the consumers and the business.

2. You Never Know Who Else is Using Stock Images

Imagine that you’ve used a stock image on your website. Suppose that the same image is used by another business or person that has scammed their customers, or has dished out a negative experience to them. If those consumers come across your website, the negative emotions they have about that business or person will be redirected towards your business. This is true for even the most rational beings among us.

Nonverbal cues play a significant role in our perception of a brand. Using stock images exposes you to the risk of attracting negative sentiments from your target audience, for someone else’s mistake. Or perhaps, your competitors could be using the same stock image, which can confuse your website visitors. You don’t want to build a brand on something that can be used by just about anyone.

3. Original Images are More Effective

Real images are found to drive up to 35% higher conversions compared to stock images. They register higher engagement, drive more purchases, and generally compel website visitors to act more the way you want them to.

For residential cleaning businesses, it’s recommended that they have a dedicated Gallery page, where they can feature some of their best work. The unedited images display your confidence in your work, which gains the trust of your potential customers and turn them into your customers. 

4. Potential Legal Issues

All stock images sites do not have a consistent image usage policy. The usage rights they offer could be a one-time usage right, multiple usage rights, or complete transfer of copyrights on the image. In recent years, stock image sites have litigated several businesses for using their images without “proper” usage rights. Whether these cases are a legitimate pursuit of business interests or just copyright trolling is debatable. When so much could go wrong, it is better to avoid it altogether. 

5. Consistent Branding

Whether you take the photos yourself or hire a professional photographer to do it, the images you create will be consistent with your brand image and marketing goals. Your webpages will not look like a poorly put-together mishmash of random stock images. Instead, every image would be a reflection of your company and brand’s unique aspects – your work, staff, equipment, office, and so on. 

Your original images tell a story that is unique to your business and brand. Stock images tend to have a similar appeal. As a house cleaning business, if you want to showcase the outcome of your work in a specific set of conditions such as lighting, customers, staff, and so on, you can do it. With stock images, you will only be able to tell a generic brand story.

Conclusion

Stock images are a simple solution to a complex problem that every business faces – finding high-quality visual content that augments their text content. Stock images are inexpensive (often costing less than $1), easily available, and readily usable. However, if you want to build a unique brand that connects with your target audience at a deeper level, you must use original images. Real images help you differentiate yourself from the competition and build trust among your audiences. 

Related Links

Website Secure
Is Your Website Secure? Google Cares

Would you like to lose 82% of your traffic visiting your site?

How about Google warning users against visiting your site?

According to HubSpot Research, 82% of the respondents would leave the site if it is not secure. Google has also made it completely clear that it does take into account an SSL certificate as a ranking metric.

If your website is not secure – you are losing visitors right now.

How Can You Make Your Website Secure?

You want your clients to trust you and know that any form they fill out on your website is secure. When Google sends your visitor a bold red notification before sending them to your website, it does not generate a lot of consumer confidence. Here is how you can use SSL and other plugins to instill more trust in your visitors.

SSL Security

Before going all out, check the type of certificate you need. For hosting content on different platforms, you may need different SSL certificates.

The certificate is usually offered by the company providing hosting services for your website, but you can also install the certificate yourself depending on the server in use.

You can go for the expensive and completely customizable HTTPS implementation. Alternatively, there are services like Cloudflare and Let’s Encrypt that provide free SSL certificates. Make sure that you stay up to date on Google’s stand on these certificates. For eg. it does not trust certificates issued by Symantec.

Updated Plugins

Data thieves find vulnerabilities in systems and exploit them to get inside the network. Old plugins are a rife target for hackers. So, your business website should regularly review the plugins in use. Every new update should be installed and if a plugin does not provide regular updates, it should be promptly replaced.

Employing CDN

Overwhelming a site with a DDoS attack is one of the most common modus operandi of hackers. As the servers handle the abnormal spike in traffic, they gain access to the sensitive information. A Content Delivery Network (CDN) detects such spikes and puts up a counter.

Final Thoughts

Data privacy is as important is important: if you have a website it must be secure. 

Related Links

How to Secure a Website: A Simple Guide to Website Security

Must Ask Questions When Hiring an SEO Company