Are you struggling to learn how your marketing is performing? Believe it or not, many companies are simply guessing. They have an “idea” of how it performs, but they don’t know for sure. Closing the loop between marketing and sales can be difficult. Pear can help remove the guesswork and supercharge your tracking capabilities.
What is Advanced Marketing Analytics?
Many companies use free, basic analytics programs to manage their marketing. Our Advanced Marketing Analytics service is designed to go far beyond what these basic tools tell us.
Why aren’t visitors converting?
What fields on this form are preventing visitors from filling it out?
How is the user experience on my site?
All of these questions and many more can be answered by using a combination of tools to get the information we need to drive marketing decisions.
How It Works
Advanced Marketing Analytics works by installing tools and other third party software on the website in order to collect a significant amount of both quantitative and qualitative data. We analyze the data and give you recommendations for improvement. The cycle repeats itself until your site’s maximum potential is reached.
Advanced Marketing Analytics Tools
Here are some of the analytics tools we have worked with:
Advanced Marketing Analytics Process
Advanced Marketing Analytics is a continual improvement process. We are constantly testing new theories and hypotheses to understand user behavior. Once we understand the points of failure (for instance, on a signup process), we can begin to make improvements to achieve your ultimate goal-more sign-ups. Here are the steps we take:
01. Understand the goals and objectives of the business and what needs to be improved. Examples might be improving conversion rates in an e-commerce shopping cart, increasing engagement on a B2B site, or separating existing customers from non-customers in your website traffic data.
02. Ensure all goals have a method of tracking. For example, if you want to know if certain visitors are watching a particular video, then special tracking configurations need to be configured.
03. Create a hypothesis about why you are not achieving results. For example, it’s possible that people aren’t filling out this form because it asks for a phone number in addition to an email.
04. Test the hypothesis. Install the necessary tools to test and measure results. Do we see an increase in conversion rate when we remove the phone number field from the form?
05. Make the changes. Once the data proves our hypothesis, we can make the appropriate changes to the website to ensure the gains are permanent. Otherwise, we test the next hypothesis for solving the problem.
Featured Advanced Marketing Analytics Clients
WATCH: How Advanced Marketing Analytics Can Show You What Visitors Are Doing On Your Website
Advanced Marketing Analytics FAQs
What are advanced marketing analytics?
Advanced marketing analytics is the assessment of huge amounts of data from a number of sources in order to discover client preferences, market trends, and other business insights. The findings of the analysis can be utilized to improve marketing communication, customer relationship management, and marketing ROI (return on investment), all of which lead to competitive advantages.
What are qualitative vs. quantitative analytics?
Quantitative analysis entails examining raw data, such as numbers. On the other hand, Qualitative analysis is more abstract. It's about subjective features and views — things that can't be quantified. You could say that Google Analytics is quantitative, and something like a heatmap, or a survey is qualitative.
How do I use website feedback to improve CRO?
Here are some of the ways to improve CRO from website surveys:
- Find out what's causing your customers to abandon their carts.
- Find out what a page's visitor intent is so you can optimize for it.
- Bug-bashing in a passive manner
- Obtain feedback from 404 pages on your website.
- User testing panels should be recruited.
- Gather input from support teams to identify content gaps and set a long-term goal or benchmark for overall website satisfaction.
What is usability testing?
Usability testing is the process of evaluating a design's usability with a set of users who are representative of the target audience. It usually entails watching users attempt to complete activities and can be used to a variety of designs. It is commonly repeated from the beginning of a product's development till its release.
What are some good usability testing questions?
Usability testing questions can be divided into four phases:
- 1. Screening
- 2. Pre-Test
- 3. Test
- 4. Post-Test
Possible Screening Questions:
- What is your age?
- What is the greatest level of schooling that you have attained?
- How much money do you make as a family?
- What is your line of work?
- When was the last time you made an internet purchase?
- Have you utilized [your website] before?
Possible Pre-Test Questions:
- How frequently do you shop on the internet?
- How comfortable are you with browsing, shopping, and other online retail activities?
- Which device(s) do you typically use to shop online?
- Have you ever used this website?
- Have you ever used a site like this before?
- What would compel you to purchase X from brand Y?
Possible Test Questions:
- How did you find the experience of completing this assignment using the website?
- What did you think of the content's layout?
- What were your thoughts on the checkout process?
- What did you think of the explanations on the page?
Possible Post-Test Questions:
- What did you think about [x] in general?
- What was your favorite/least favorite aspect of [x]?
- What changes would you make to [x]?
- How would you evaluate [x] in comparison to [competitor]?
How do website heatmaps work?
The data for a heatmap is collected from a web page. It uses a dark-to-light color scale to show which parts of the web page get the most attention or which material gets the most clicks. For example, the area where the viewer clicks the most is given a dark hue, whereas the area where the viewer pays no attention is given a light tint.
How would I use a website heatmap to improve user experience?
You can use heatmaps to determine whether the main CTAs are getting enough traction or not, which elements on the page are getting clicked on if not the CTA, whether the CTA copy is compelling enough or not, whether the CTAs below the fold are getting enough attention or not, and much more.
SaaS demand generation teams, for example, can rapidly review their resource page's heatmap to determine if the CTA with the download link to their ebook is getting clicks, or if the information at the bottom of the page is even being seen.
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