Optimising Landing Pages with Analytics, heatmaps, mouse trails and A/B testing

Every business has a website, every business has microsites and landing pages. If you have a business, that is focused online,  most likely you have got heaps of these customer landing pages.  Also most likely money is being spent on building these pages, Search Engine Optimisation, Pay per clicks (PPC) and Social Media Marketing(SMM) to drive leads and customers to these landing pages.

One could argue that these are the most important online assets for any company. However the way businesses usually go about building and running these pages are not targeted to optimum conversion. Most likely the pages gets briefed first, goes to a designer, gets approved, Search Engine Optimisation, PPC and SMM get added at the end, to drive users to these assets.

There is usually minimal check up on these pages at the start, you then look at reports every few weeks, let the campaign run, collate full reports at the end of the campaign and compare that with other campaigns.  You probably look at overall clicks, form fill-outs or purchases, but not necessary user behaviour. The only time you may go back and change these pages is if the metrics were really different (read as bad different) from any other times for example if you are getting no conversion, bounce rates are unusually high etc.

While this works for most marketers, and is an industry standard, you are still not optimising your page to the full extent. As a marketer, you should be always trying to get the highest conversion on all of your assets right from the start of the campaign.  A 10% conversion on a page compared to a 5% conversion is twice the revenue for the duration of that campaign.

As such, at NetON we are happy to introduce a range of tools, that allows you to test your landing pages, get deeper insights into your conversion and study user behaviour on a much concentrated level. Using these, you are almost guaranteed to squeeze higher conversion from all of your digital landing pages.

NetON Analytics:

NetON Analytics allows you to get an in-depth understanding of user behaviour for each visitor on your site. You can view when person x comes from Google using keyword y, they go to pages a, b and c before filling out a form.  Usually we don’t look at this level of analytics but at the start of any campaign, we recommend that you at least look at a bunch of visitors page by page movements.

NetON heatmaps:

This is a new tool that we have just introduced, this gives you heat map information on your pages, mouse trail information, clicks on pages and scroll depth on your landing pages. Now you really know how many visitors go to the very bottom and look at that fantastic footer that you have crafted.

NetON heatmaps is available for all clients now and more information about the product is coming soon.

A/B Testing:

Finally the last thing you want to do is A/B test your site. We can strategise and create A/B  testing scenarios for you based on your content. Alternatively you can use our landing page platform to build pages yourself and run your own experiments. Does $10 off work better than 20% off on your product.  You can test all scenarios to make sure that you are using the right components that give you the highest return on your investment in you page.

Gmail now shows images by default and how this affects your email marketing

Straight off the Gmail Blog, Gmail now shows images by default. While previously all images were hidden by default and you would have had to click on View Pictures to see the image, now all images are displayed by default.

This is great news for email marketing and lead tracking emails which had a high inaccuracy rate.

Why block images in Email

About 10 years ago, when spam exploded, images were being used to track user activity and also pass malicious code into the users computer or mobile device. Based on this, every email client (desktop) and online started blocking all images on emails by default. Only if you added a sender to the safe list, the images will be displayed by default.

How do Email Opens get tracked

Emails are tracked by putting a 1×1 pixel image in the email. This image keeps individual user information for each email mostly a combination of user ID and the email ID.  When the image gets requested from the server,

Results of blocking images on Email Marketing

Blocking images by default created a wave of change on email marketing –

  • marketers started putting text on the preview pane before the main image,
  • using ALT tags on images
  • and asking users to add them to the safe list to automatically showed images.

This also generated a high inaccuracy level in email marketing reports. Overall if you were looking at open rates for a campaign, you’d assume that the open rates were higher than what was being reported as some users would have read the email without enabling the images.

Results of blocking images on Lead Tracking and Marketing Automation

Blocking images also created a huge issue for B2B sales teams because it was hard to tell if lead emails got opened by the target user. If you were sending out an email to a lead with a proposal and following up on the phone call, your reports would most likely only be 50% accurate, which puts you at a very unsure position.

The new way Gmail is handling images

There is however a small caveat, the images are not pulled from the default server, it is now cached in Google’s servers where it is checked before getting displayed.

Here is a little blurb from the blog

Have you ever wondered why Gmail asks you before showing images in emails? We did this to protect you from unknown senders who might try to use images to compromise the security of your computer or mobile device.

But thanks to new improvements in how Gmail handles images, you’ll soon see all images displayed in your messages automatically across desktop, iOS and Android. Instead of serving images directly from their original external host servers, Gmail will now serve all images through Google’s own secure proxy servers.

This affects a number of technologies and being used in the B2B and B2C space specially email marketing and lead tracking which we will go in depth in a second.

How this affects Email Marketing and Marketing Automation

Gmail being the most popular online email client, this is very welcome news to Marketers. This means

  • more accurate unique open reporting
  • better email designs (more flexibility on text/image placement)
  • Ability to send out fully image based emails
  • less accurate most active/opens reporting (because the images are cached)

B2B is probably a bigger winner as it means very accurate lead email tracking on gmail, google apps emails.

Finally, Should you change your email designs/processes

  • yes if most of your users are on gmail and you are getting proper device reporting that most of it is getting opened in androids
  • no if your list is a mix of all different clients and emails

Our recommendation is to break down your emails into gmail and non-gmail lists and segment and send emails accordingly.  Need some email marketing tools, please view information on  NetON Email for B2C and Sello for B2B Lead Tracking.

Announcing the NetON B2B Engine

We have finally put years of successful B2B strategy, campaigns and execution that we have rolled out for a number of clients into a proper framework. We understand that as B2B company of 2013, Marketing budgets are tight, there are bigger expectations, more pressure, more platforms and less and less resources around the office. As such our engine helps you do more in less, generate higher quality leads and work off one single platform.

Our Services fit into most areas of your Conversion Funnel. Here is where we help you with more leads, more conversion and more retention.

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