Top 7 Internet Marketing Tools That Will Make Your Life Easier

In this lesson: You’ll receive specific resources to measure your business and optimize your sales funnel.

We’ll cover a wide range of metrics and techniques in this mail, but none of it will mean anything unless you define your end goals and how your landing pages will help you achieve those goals. Here are some goal statements that might apply to your landing pages:
– Get 40% more people who click on my advertisements to purchase my product this month.
– Generate 8,000 more qualified leads per month for my sales team.
– Test my startup idea by signing up 1,000 people with a conversion rate that’s higher than 30% in less than 3 months.
You should have completed your goals in lesson 1. Now it’s time to measure your progress.

Measure Traffic
This is where traditional web analytics come into play. You want to learn how many people are coming to your page and where they are coming from.

Visitors
How many unique people are coming to your landing page? Until more than 100 people a day visit your landing page, your other metrics won’t mean much.

Sources
How did these people get to your landing pages? I like to break up visitors into the following source groups:

• Paid Advertisements – These visitors came to your landing page from ads you purchased, including banner ads and paid keywords.
• Owned – Came from my own website, blog, etc.
• Social – Came via general Twitter or Facebook posts.
• Friend Referral – Someone told them about your landing page by giving them a specific link. These visitors tend to have the highest conversion rate.
• Email (Specific) Campaign – A campaign sent to known leads you’ve already acquired.
• Niche Communities – Internet communities where your customers hang out online, ask questions, blog, etc.
• Organic Search – They found the pages through natural search engine traffic by typing related keywords into Google or Bing.
• Events – They heard about your landing page through an event, such as a tradeshow booth.

Measuring Actions
beyond tracking visitors and sources, you want to know how effective your landing page is once someone gets there.

• Bounce Rate: The % of visitors who leave without taking any actions on your page. A high bounce rate tells you that you have the wrong traffic (you are bringing in people who aren’t your customers) or aren’t speaking to a problem your customers have.
• Time on Page: A high bounce rate that also has a lengthy time on page tells you the content speaks to them… but you haven’t given them a clear enough call-to-action.
• Engagement Rate: What percentage of people did something to become more active visitors? Did they like you on Facebook, take a secondary call-to-action, click on any other links?
• Conversion Rate: What percentage of unique people visiting your landing page end up completing your primary call-to-action?
• Viral Growth (Referral) Rate: This measures the “Second Conversion”. For every person who converts… how many of their friends do they also get to convert. For instance, if one person tells 6 friends, and 3 of those friends come back to sign up, you have a viral growth rate of 3.0. To make the most of your traffic, you need to grow this number.

Using Numbers to Optimize Landing Pages

• 1. Start by driving traffic to your landing pages. Great landing pages can’t help you if no one sees them, and you can’t do any other effective measurements without traffic. Goal 100 unique people per day.
• 2. Measure the actions against all the traffic and focus on growing the conversion rate and reducing the bounce rate for all of your traffic.
• 3. Start segmenting your traffic by source to understand which sources convert the best. Double whatever you are doing there. Look for the worst source and stop driving that traffic or drive them to a different landing page that better speaks to them.
• 4. Try A/B testing to see if you can increase the conversion rate more against your baseline.
• 5. Once you have greater than 15% of the visitors converting on your landing page, focus on getting those people to help you share so that you can increase the viral growth rate.
• 6. Repeat and implement on each landing page.

Tools That Make This Easy

• Google Analytics – Will help you measure all the basic web analytics and break traffic up by sources. Advanced users can setup their goals directly here. Most of you will also have this hooked up on your primary website as well.
• Google Adwords Conversion Tracking – Enable this so that Google knows if your ads are converting on your landing page. This helps Google automatically optimize your results.
• Optimizely or Visual Website Optimizer – Enable A/B testing to drive improvements to engagement and conversion rates.
• Kissmetrics – Track who your customers are and what they did.
• KickoffLabs – We make it easy to measure success, enable viral growth, and integrate with these other services.