In order to have a reasonably complete sense of what is generating sales and leads, you must have multiple forms of tracking in place. Until you are truly tracking these key items in the tracking systems list below, you are not really in a position to judge your return on investment.
1. Tracking a Unique Phone Number on Your Site
Mongoose Metrics is a tool that displays a different number to each visitor in order to let you know what keyword made the phone ring. If you are only looking at shopping cart sales or form submissions, be sure to also have a solution for phone tracking.
2. Form Submissions
By setting up Google Analytics and/or HubSpot to register a lead each time a form is submitted, you can see the rise or fall in your form conversion rate on a monthly basis. The “thank you” page is a key part in this process because visitors see it only after they’ve hit the “submit” button. So, you can be sure of a conversion when it is tracked as a page-view in your analytics software.
3. Shopping Cart Sales
By setting up a “receipt” page for your transactions and registering it in analytics, you can measure the dollar amount and number of shopping cart sales. You should also add a snippet of code to each step of the checkout process, known as a shopping cart funnel. That way you can see where in the funnel people drop out before the sale is complete and start to correct the issues that prevent conversions.
4. Live Chat
We have successfully increased the number of conversions on many clients’ websites by using live chat. Since some customers don’t want to call, fill out a form, or even use a shopping cart, a live chat feature can reach the customers you would have lost otherwise. Ngagelive.com allows you to have a 24/7 answering service that frees you from having to staff the chat window. Ngagelive.com doesn’t pretend to know your business; they essentially just record the visitor’s contact information and questions and tell them they will have someone get right back to them. LivePerson is another service that lets you do the chatting yourself. For law firms, we often see 30% of the leads coming from tracked live chat sessions. We can also see what keyword and search engine or social site initiated the chat.
5. Email Address Clicks
You can also tag email address clicks to register as a conversion, so those don’t go unnoticed when adding up all your sales/leads.
6. Printable/PDF Application Downloads
While it does not guarantee they filled out a form or provided their contact information, tagging links to the PDFs in Analytics will give you a better sense of how many people are downloading printable PDFs or applications.
7. Printable Coupon/Specials Downloads
This can help track off-line conversions.
8. Third-Party Applications
Banks and mortgage companies, for example, often don’t author the software that allows people to apply online. They commonly have to send users off their own website in order to have them access the secure application form area. Other examples of third-party applications include “booking” applications for hotels and resorts. Unless you add snippets of Google Analytics code to these off-site pages—at least in the “thank you” page of their website forms—you will never get information about how many people signed up. This is not always an easy task, because you must work with their IT people and have a knowledgeable analytics person describe exactly what to do. You should also add a snippet of code on each step of these third-party applications, which will allow you to see where the drop points are in the sales funnel and correct issues that stop conversions.
If you don’t have these types of tracking systems in place, you won’t get a full ROI picture and will likely never be satisfied with your outcomes.