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.

Adding goals to NetON Analytics

Want to set up a custom goal for NetON Analytics? Please follow these steps to set up a custom Goal.

Please note that you need to be an admin before you can setup Goals.

NetON Analytics Goals

You can set up different types of Goals can be setup in NetON analytics. We recommend setting up Goals for all of your conversion metrics. Usually this goals is attained when a visitor reaches a page on your site (like a thank you page after downloading or purchasing something).

To setup a Goal, visit the main reporting page on NetON Analytics, then Click on Goals on the main nav and Setup on the second Nav.

Goals Navigation

Please fill out the first part:

Goals Basic Setup

  • Please leave the Active Box Ticked to keep the Goal Active.
  • Please enter a descriptive name for the Goal. Over time you are likely to have a large number of Goals so its easier to be as descriptive as possible for your Name.
  • Enter the Url of the page which identifies this goal (e.g. /download/thankyou.html) or if the goal is for the user to go to anther site (e.g. http://www.othersite.com/link.html) etc. You can also use * as a wildcard (e.g. http://www.othersite.com/download/*)
  • Select an icon from the list

Advanced Goal Settings

Goals - Advanced Settings

  • The Funnel has 5 settings as explained below
    • No Funnel –  means that the user only has to go the the page/link mentioned above
    • URL – The user has to go to this url first and then the final url mentioned above for this goal to be complete
    • Campaign – The user has to come from a specific campaign and go to the url for this goal to be complete
    • Search – The user has to search for the keyword and then go to the url for this goal to be complete
    • Referring Domain – The user has to come from a specific domain and go to the url for this goal to be complete
  • You can specify a revenue against the goal (e.g if this was a booking thank you page and the booking cost is $xx, then you can put that in here)
  • You can specify the cost (e.g if you are using a PPC campaign)
  • Exact match – Ticking this box will force the exact urls where entered (please leave this unchecked unless specified)
  • More than once – Ticking this box will mean a single visitor can register multiple goals by going to the same page twice or more (unless it is a purchase, we recommend leaving this unchecked)
  • Manual Goal – Please leave this unchecked unless you have a developer who is developing goals for you on the actual code of the site.

If you are creating a Goal similar to an existing Goal, it will be much easier to view how the previous Goal was setup before creating a new Goal.

Once complete, click on Submit and NetON Analytics will start registering this goal in real time.

NetON Analytics app for android now live on Google Play

Website Analytics are a marketers best friend. It tells you what is happening in your business, what your customers are looking for, if they are happy or not and if they are helping your bottom line. Problem with analytics is that it is hard to access and hard to view.

NetON Analytics app for android allows you to access your website analytics on the go. It gives you real time analytics in your pocket with an interface designed to help you decode your whole analytics in seconds. Green boxes mean everything is good, red boxes mean that you need to pay more attention to it.

NetON Analytics gives your all your real-time stats visits,visitors,goals,conversion,traffic sources etc. easily wherever you go.

NetON Analytics Stats

To make sure only our clients access the NetON Analytics – we have made it a paid app ($0.99 cents AU).

NetON Analytics Android App Alpha–calling for testers

NetON Analytics Android App

NetON Analytics – Android App Alpha

The NetON Mobile devs have been busy improving our official NetON app and building the NetON Analytics app last week. We have finally got a version that we can test on our android devices. The alpha is only available on android phones and tablets for now but we are planning on doing the final release on both iPhones and Androids.

Features of the App

Quick Access to your NetON Analytics

This is the the main feature of the application and will give you all the stats on your website directly on the app.  View Dashboards, latest visitors to the website and all of your goals and custom goals can be accessed directly from the application. All you need is a internet connection on your phone.

Quick Call Number

Issues with the app, analytics or something you don’t understand – you can click on quick call and give us a buzz.

Access to Analytics Information

Analytics can sometimes be a data overload and you can’t be sure what information to look out for. Worry no more, our help section will give you an overview of what the important metrics are and also what areas to drill down on.

Access NetON Analytics

To test the app, you will need to be running NetON analytics and have an Android phone or tablet. Please email suman@neton.com.au to request an early look.