1. Heatmap tools to analyze visitor behavior on your different landing pages
To understand how visitors behave on your landing pages, there are heatmap solutions such as Hotjar, Contentsquare or Microsoft Clarity, which allow you to view (anonymized) user sessions in real time. After several analyzed sessions, these tools are able to design heat maps based on user navigation and clicks. On the one hand, it helps you understand which elements capture the most attention from visitors. On the other hand, in case of underperforming landing pages, it can also help you understand the elements that are sources of friction.
2. Call tracking solutions to identify your best performing marketing campaigns
Are you setting up marketing campaigns that may result in a phone call? You can then take advantage of call tracking tools that allow you to track all incoming phone calls, identify the marketing campaign that triggered the call, and thus identify the most profitable communication channels (Google Ads, social networks , emailing, etc.). It is worth noting that call tracking solutions integrate easily with the applications needed by marketing and sales teams: Google Analytics, Google Ads, Google Data Studio, HubSpot, Salesforce, Zapier, etc.
3. Web analytics tools to know the number of visits, clicks and conversions on your web pages
Web analytics tools make it possible to analyze the audience of a website in a global way, to understand which are the main acquisition channels (search engines, Google Ads, social networks, newsletter, etc.) but also which are the most visited web pages. This also gives marketing experts the opportunity to know the number of clicks on the CTAs of a web page, but also which web pages are the most visited in real time.
Google Analytics is the best-known tool for audience analysis, but many interesting alternatives exist: Matomo, Piwik Pro, or AT Internet Analytics Suite.
Discover the best audience analysis tools
4. Emailing solutions to analyze the statistics of your marketing campaigns: opening rate, clicks, A/B tests, etc.
Emailing solutions allow you to send emails to your entire contact base, but they also have advanced statistics on your campaigns: opening rate, click rate, bounce rate, reactivity rate, unsubscription rate, etc You can link your emailing solution to your CRM or Google Analytics for example, which then allows you to send even more targeted marketing campaigns (customer segmentation).
Some emailing platforms also offer to set up A/B tests on your emailing campaigns. You can thus test two different versions of your email. A version A is sent to one part of your audience, and a version B to the other part. Golden rule: it is preferable to test the change of a single element: the subject of the email for example. Avoid testing multiple changes because you won’t really know which elements actually had an impact on the performance of your campaigns.
See the best email tools
5. CRM software to get personalized reports on your marketing campaigns
The main objective of CRMs is to manage the customer relationship. These are tools for salespeople, but they are also very interesting for marketing teams. Indeed, some CRMs such as Salesforce or HubSpot have marketing functions to generate leads and turn them into customers: online forms, marketing automation, chatbots, landing pages… The advantage is that it is then possible to analyze its marketing campaigns via very complete and personalized dashboards, which makes it possible to identify relevant optimizations to be implemented.
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