Analytics and Conversion Optimisation
If the product or service you are selling is complex, customers might prefer to call you. If you get lots of calls you might want to consider unique telephone numbers to tie customer calls to campaigns. Google forwarding numbers
provide this function for Google ads and are currently free.
If your website targets multiple personas – e.g. home owners vs credit card shoppers vs insurance buyers – consider introducing custom dimensions
so you can identify these different audiences in your Google Analytics reports. This way you can see which channels bring which audiences, the differences in the content they consume, their mobile habits and much more.
If you struggle to coordinate any changes you want to make to your site with IT, install Tag Manager
and you can be in control of all the marketing tags you want to implement, measuring anything you can think of.
Monitor your video watches, document downloads, email link clicks, call to action clicks, form completions and more using Google Analytics Events
Find out more about the gender and age makeup of your site visitors with Google Analytics demographics reports
When it comes to form design, there is a balancing act you need to maintain. Longer forms, when completed, can have a higher percentage of ‘quality’ completions, however, shorter forms are likely to have higher volumes submitted. We recommend having shorter forms, and dealing with quality problems as they arise, rather than discouraging customers with long forms. Look at your quote and contact forms – do they have any fields that you can remove?