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 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.
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.
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.