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If you’re using landing page software with the intention of generating leads or sales via an online sales funnel (eg ClickFunnels, Leadpages, Infusionsoft, Unbounce, or a custom-built landing page) then the first thing you’ll be wanting to do is send traffic to that landing page to see if it converts.

At this point, you’ll most likely be wondering what is going to be your best source of traffic to test out your landing page? If your landing page doesn’t convert straight away, how can you keep a steady stream of traffic going to that landing page so that you can A/B test the page with different images, headlines, offers etc?

Google Ads is ideal for this purpose, but you’ll need to think through your strategy carefully.

On the one hand, you can pay for Search ads, but these will be more expensive per click. Due to a higher CPC you will get less traffic, and therefore fewer chances to test your landing page for a given budget. On the other hand it is likely to convert better because the traffic is made up of people who are already searching for a solution to a problem and these people are more motivated, especially if you pick your keywords carefully. If your landing page is already good then you might be able to convert cold traffic from Search ads, and so this would be my preferred strategy.

But what if your landing page or offer is brand new and doesn’t really convert yet? And you want to make it better? Well in that case, you will want to send the least expensive traffic that has a chance of converting to your landing page so that you can see that traffic “flow” through the sales funnel. Once you have traffic, you can use heat maps, conversion tracking, Google Analytics, A/B testing and other tools to see where the sticking points are.

Imagine a funnel in real life – if it is a well-functioning funnel you can put rice or other lumpy things into it and they’ll come through the other end. If it’s a poorly functioning or complicated funnel, you won’t know where it is clogged up unless you put something very fine into it like sand. Then you can improve the flow at all the places where the sand gets stuck.

The same is true with an online funnel – if you want to know where traffic sticks, you should send more traffic to it and measure each of the steps carefully. You don’t want to go broke though, so this might mean testing your pages with inexpensive Display traffic, remarketing traffic or traffic from either Display or Search ads from a developing country like India, Indonesia or Philippines. You might need to experiment to see what will work best for your particular topic.

If you’re going to go with the international traffic strategy, it is only going to be relevant for information product landing pages like free lead magnets. If you are testing transactions the audience you target needs to want and be able to buy the product. You won’t be able to use international traffic to test a landing page for a local service, or for a product or service that doesn’t ship to that country or is priced too high for the international market you’re targeting.

This tip and many others are found at https://www.petramanos.com/category/tips/

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020