overground tech talk - tools to work smarter
TRANSCRIPT
T E C H T A L K
Tools To Work Smarter &
Improve Digital Campaigns
About Us
Founded 1997
Headquartered in Charlotte, NC
Approved BAC Supplier
Services
Digital Marketing
Lead Nurturing
Sales Enablement
To learn more about the tools and
offerings from today’s Tech Talk:
Contact Me:
Kyle Bumgardner
704-338-1727
Tech Talk 2
Customer Journey | Identify and Remove Barriers
Customers Interact with Landing Pages
Or The First
“Moment of Truth”
Fill Forms
Campaigns Reach Customers
Call Us
Tech Talk | Today’s Topics
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software
Tech Talk 4
T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software
Improve Landing Pages | Why Traffic Is Not Enough
68% of companies use landing pages
Only about 22% of companies are satisfied with their conversion rates
Companies spend $92 average to acquire a visitor, but only $1 to convert them.
Only 52% of companies that use landing pages also test them
Tech Talk 6
• Three Types of Tests
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing
One-time JavaScript code installation
Tech Talk 7
Improve Landing Pages | Testing Software
Tech Talk 8
Improve Landing Pages | Testing Software
• Three Types of Tests:
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing
Tech Talk 9
Improve Landing Pages | Testing Software
• Three Types of Tests:
• A/B Testing: Change headlines,
buttons, images and other elements.
• URL Splits: Divide your website traffic
and track which one works the best.
• Multivariate: Test 100’s of changes at
once with multivariate testing
T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software
Validating Lead Forms | Using Simple Code
• Hidden form field and code
technology mitigates invalid
business name submissions
• “Honeypot” technique reduces
incomplete and spam form
submissions
Case Study Goal:
Reduce Invalid Form Submissions
Before 40% invalid or spam
After 5% invalid or spam
Tech Talk 11
T O O L S T O W O R K S M A R T E R
Landing Page Testing Software
Web Form Validation Code
Call Analytics Software
Track Which Ads Drive Phone Calls | Why It Matters
43% of search-referred conversions happen via phone
35% increase in search clicks resulting in phone calls (2012-2014)
65% of businesses consider phone calls their highest quality lead source
Recent Campaign
Only 3.2% of PPC visitors filled out web form
But another 5.3% of visitors called
8.5% combined conversion rate (form + phone) is strong.
But needed to track calls to see it.
Tech Talk 13
Track Which Ads Drive Phone Calls | Call Analytics
Dynamic Number Insertion Software
Simple one-time code installation
No need to change existing phone numbers
Automatically displays a unique trackable phone number on your web site
Tech Talk 14
Phone # DynamicallyShown on Landing Page
Customers Call Data Passed Back To Campaign
Tech Talk 15
Track Which Ads Drive Phone Calls | Customer Journey
Customer Calls # from Landing Page
Customer Searches Google
Customer Clicks Google Ad &
Visits Landing Page
Call Source & Keyword Data
Collected
Data Passed Back To Campaign
Summary
Tools To Work Smarter
Landin Page Testing Software
Web Form Validation Code
Call Analytics Software
How You Will Benefit
Remove Guesswork From Landing Page Design
Improve Data Integrity On Forms
Close the Loop On Missing Conversion Tracking
Tech Talk 16