My main focus has been on the Marketing Automation side of things and I rarely thought much about the contact information not captured on a 'contact us' or 'sales request' form. That all changed when I saw a few simple stats. Now I am wondering about those who didn't fill out the form and what lost opportunities there might have been.
Prior to Friday I thought that Google Analytics was a hard to navigate program and that it would take me hours to get any real information out of it. I was so wrong and I feel terrible that I haven't looked at this kind of data sooner. I challenge anyone who manages Marketing Automation programs to gain access to this data and get ready to see things in a whole new way.
Cruising home on my scooter I kept thinking about what the data meant and how I would be able to start performing A/B testing on the online forms. The first one I want to try out is reducing the number of fields we ask on some of our 'contact us' forms and see if that increases the amount of people filling them out and decreases the bounce rates. I want to find out why people leave a contact us form that they clearly wanted to get to since they had clicked a link to get there. What changed their mind? Why did they leave and not complete the form?
So now, powered with web analytics, I see it helping me develop better user interfaces, delivering stronger marketing content, and giving me a better sense of the overall website traffic and its connection to the role I play. Game on!!
What have other Marketing Automation specialist learned via web analytics?
Does anyone have some good tips for a Google Analytics rookie?
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