Website Tracking and Attribution
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The document discusses the importance of using forms and thank you pages for effective website tracking and attribution of leads. It details how these tools help in understanding visitor paths, tracking inquiries, and conversion analysis while also recommending the implementation of Google Analytics for goal tracking. Key takeaways emphasize the need for clear calls to action, regular placement experiments, and the creation of forms to drive user engagement and sales attribution.
Website Tracking and Attribution
- 1. SEO Website Tracking and Attribution (to fully understand your leads)
- 2. Benefits of Forms and Thank You Pages • Ability to fully track visitors’ path • Provide assurance to visitors that the form was successfully completed • Potential to drive users to desired pages (pricing, sponsorship opportunities and etc.) • Easy to implement and provides a reliable tracking (tagging every e-mail link on the site can be very time consuming and less accurate) 2
- 3. How it works? 3
- 4. Tracking Source of Enquiry 4
- 6. Assisted Conversions 6
- 7. Analyse Pages that Lead to Conversion 7
- 8. GA Tracking – Event Level Create goals in Google Analytics Standardise your Goals Other goals can be created on the remaining slots 8
- 9. The Form 9
- 10. The Thank You Page Clear call to action or next step e.g. “a team member will contact you Branding Further Actions 10
- 11. Website Tracking Introducing Forms By using e-mails to generate leads we would not obtain details of who enquired e.g.: Source of Enquiry Pages Visited Attribute a sale to any given channel 11
- 12. Website Tracking The Experiment – Does it work? 20% Leads Generated by emails 35% Leads Generated by forms 12
- 13. Funnel and Reverse-Funnel Funnel Reverse Funnel 13
- 14. Conversion Tracking 14
- 15. Attribution Modelling Reverse Goal Path Source of Enquiry Goal Flow Top Conversion Paths 15
- 16. Sum Up • Create Forms and Thank You Pages to track your conversions • Follow the URL standard • Ensure the Thank You Page has details for cross-selling and/or up-selling • You will be able to fully track and understand your visitors • Run regular calls to action placement experiments 16
- 17. Any Questions? Ask the SEO Croc! 17