If knowledge is power, then data is your power as a marketer. The more you know about your leads, the better position you will be in to create content that converts them. Here are some ways you can use data to upgrade your lead funnel so you can bring in more leads and get more conversions in the future.

Find Your Data

Landing pages are probably the most common way digital marketers capture leads, so find a good landing page tool and go to work! Once you have some traffic, Google Analytics can tell you where it’s coming from and how it behaves on your page. Analyzing metrics from your distribution channels and traffic sources will help you learn where to best focus your efforts – and your marketing budget.

Views and Impressions

Data about views and impressions can tell you a lot about which content is most successful. Find the pages with the highest views and impressions and invest more energy into them to boost your performance, or take a look at which ones get the least to try to improve them.

Session Length

You may think that a long session length is a good thing, and it can be. But it can also mean users are having difficulty finding the information they need. If you’re seeing users with long session lengths who don’t convert, you may need to clarify your calls to action.

Clicks

Pay per click can be a great way to get new users into your lead funnel; just make sure you’re getting your money’s worth from these campaigns. If you have one campaign that gets more clicks than the others, it may be best to focus on that one and cut the rest.

Conversions

Ultimately, your end goal is converting leads. If you have content that is successful in other metrics but doesn’t lead to conversions, it may be time to cut your losses. Find the content that converts best and make it the centerpiece of your lead funnel.

Need Help with Your Lead Funnel?

Having a lot of data at your fingertips can make your digital marketing efforts more successful, but it can also confuse you. If you’re having trouble figuring out how to apply the knowledge you have gained from analytics, TIC Digital Marketing can help! Give us a call at (858) 280-3792, send an email to [email protected], or fill out the contact form at the bottom of this page.

Action Plan

Take a few minutes to apply what you’ve learned in this post to your own marketing!

1. Take a look at your Google Analytics. Which of your pages get the most views and impressions? Which ones get the least? Investigate why you think this is the case and brainstorm a few ways you can improve both the good and the not-so-good.
2. For each of your landing pages, determine the average session length.
   1. Is this what you would expect?
   2. Are there any pages with a surprisingly long session length? If so, can you make the messaging or next steps more clear to visitors?
3. If you have PPC campaigns running, check which ones are:
   1. Getting the most clicks
   2. Getting the most conversions. Brainstorm ways to boost the best performing ones, and ways to improve (or cut) your lower performance ones.