5 Simple A/B Tests That Can Increase Conversions by 25% or More

In this article, we collected 5 proven A/B tests that you can easily implement and increase your conversions:

1. How Hubspot Increased Their Email CTR by 32%

This super-simple 2-minute tweak has helped Hubspot to increase their email their Click-Through-Rates by 32%

Getting people into your email newsletter takes a lot of energy and money.
You created opt-in pages, wrote blog posts, drove paid traffic and did lots of other things.
All that just to get these users into your email list.

And now that you got them, your email marketing software tells you that only a relatively small percentage of users actually open your emails.
Let alone click them.
I don‘t know about you, but I hate all that list building work go to waste.

That‘s why every little hack and trick to improve email open rates and click-through-rates matters.
Because it allows you to actually monetize all that hard work and marketing budget.

One of such hacks was described by Hubspot, and it‘s super easy to implement:
Make your emails come from a real person (e.g. “Maggie Georgieva, Hubspot”), not just a company (e.g. “Hubspot”).

After implementing this change, Hubspot saw the following improvements:

  • Their open rate increased by 8%,
  • Their Click-Through-Rate increased by 32%.All that by changing the sender name! (~2 minutes of work).

Source: blog.hubspot.com

2. Increase Your Cold Emails Reply Rate by 56%

This mind-blowing trick helped karmaCRM increase their cold emails reply rate by 56% (without changing the copy)

Cold emails can be a great tool if used properly.
Unfortunately though, cold emails have an obvious problem:
Your prospects don’t know you and don’t trust you yet.

They haven’t seen you anywhere before – why should they trust you, right?
Imagine it for yourself.
If some company you saw at some conference a year ago reaches out to you, they have a higher chances of getting a reply than some random company you don’t know, right?
Or if you saw their ad somewhere before…

If only there was a way to make it so that your cold email prospect see your ad somewhere, before you reach out to them…

Wait…
We live in 2017, and it is possible!
You can do it by pre-targeting your cold email prospects using Facebook Ads or Adwords.
These services allow you to import the list of emails, and create ads that only target these people.
It’s extremely cheap and highly effective.

karmaCRM implemented this in their business, and their reply rate changed from 13.5% to 21%!

Source: www.karmacrm.com

3. These Two Words Increased Conversions by 28%

How Soocial.com increased conversions by 28% with these two simple words stating the obvious

Before I reveal today’s insight…, can you please reply to this email and answer this short question: What’s the #1 biggest marketing challenge you’re struggling with right now? Your answer will help me deliver more relevant content.

Call-to-action (CTA) is one of the most important parts of the landing page (if not the most).
So it’s important to get the CTA right.

Soocial.com ran an experiment to test the call-to-action on their website.
All they did was they added two simple words.

Can you guess what these words were?

“It’s free!”
It may be obvious to you that the signup/call/consultation/trial/etc you’re offering is free.
It may not be obvious to your users.

That’s why adding these two simple works:
“It’s free” makes it crystal clear for your users that they don’t need to open their wallet (at least not yet).

Source: vwo.com

4. Increase Conversions by 25-40% (experiment)

This weird forms design helped Huffduffer consistently increase their conversions by 25-40%

Have you ever seen forms like this one on websites?

In such forms, you need to fill in the blanks instead of filling out a list of fields aligned in one column.

I don’t know about you, but they used to look weird to me. 🙂
Little did I know that these forms actually consistently produce impressive results.

Perhaps because they look unusual.
Or maybe because filling out such forms feels more personal – kind of like you’re writing a letter to a company.

Huffduffer, a popular audio sharing website, added these forms and increased conversion across the board by 25-40%.

Source: www.lukew.com

5. Do This Before Asking for Sale to Double ROI

By doing this, Russell Brunson doubled his ROI

After Russell Brunson did what I’m about to share, he went from making about $30k a year online to seven figures in less than eighteen months.

Russell’s tweak was inspired by a study from Dan Arielly’s book Predictably Irrational.
The experiment shows that:
If a cookie from one brand is offered for $.26, and another for $.01, then 40% of people will choose the $.01 cookie.
But if people have to choose between $.25 and free cookies, a whopping 90% will opt for the cheaper cookies (even though the price difference is the same – $.25)

This research shows the power of FREE!, which Russell Brunson used in his One-Hundred-Visitor Test.
Here is how it worked: Russell created two sales funnels and sent the same traffic to it:

  • Funnel #1 was just one page that was offering a $197 product;
  • Funnel #2 offered a free product (they only had to pay shipping), and only showed the $197 offer to those who opted for the free product.

Funnel #2 generated almost double the revenue as funnel #1.

Bonus (how to optimize for sales, not form submissions)

In some cases, traditional A/B testing doesn’t make sense…

Do you market online, but the actual sales are closed “offline” by sales reps?

In this case, if you’re only optimizing your landing page for conversions like form submissions, you might end up choosing the page that attracts many low-quality leads. Instead of attracting a handful of affluent customers who will spend a fortune.

To solve this, you can import sales data from your CRM (such as Salesforce) to Google Analytics – manually, or using the tool we created GA Connector.

How to eliminate “webto.salesforce.com” as a referral in Google Analytics

If you’re using Salesforce Web-to-Lead forms, you may encounter a problem with your Google Analytics reporting. When you look at your GA reports, you may notice that some goal conversions are attributed to the referral source of “webto.salesforce.com” (or similar).

This is a problem, because it prevents you from seeing the source that actually drove those conversions.

Why does this happen?

When the user submits a form on your website, the forms submission is sent to Salesforce. Then, Salesforce redirects the user back to the website.

Google Analytics sees that the user came to the website from a new source (“webto.salesforce.com”) and starts a new session with this source.

All future goal conversions from this user will be attributed to that Salesforce source. Which is a big problem for attribution.

How to fix this?

Google Analytics has a setting that allows to exclude certain referrals. You can use it to ignore “webto.salesforce.com”. Here is the full method:

  1. Sign in to your Analytics account.
  2. Click Admin.
  3. In the ACCOUNT column, use the dropdown to select the Analytics account that contains the property you want to work with.
  4. In the PROPERTY column, use the dropdown to select a property.
  5. Click Tracking Info.
  6. Click Referral Exclusion List.
  7. To add a domain, click +ADD REFERRAL EXCLUSION.
  8. Enter “webto.salesforce.com”.
  9. Click Create to save.

As a result, you will exclude “webto.salesforce.com” and reveal the true source of your traffic.

 

Are you struggling to attribute offline conversions from Salesforce to your offline marketing campaigns? Check out our app GA Connector – it allows to integrate your Salesforce CRM with Google Analytics and track your website visitors all the way to a physical sale:

Top 12 Google Analytics Pro Tips

In 2015, I was struggling to make sense of my marketing data in Google Analytics. I didn‘t know which of my marketing campaigns actually worked, and which ones were burning my hard-earned money.

So I decided to learn all the nitty-gritty details of Google Analytics that I can. I studied the world‘s top Google Analytics pros in the world – guys like Justin Cutroni, Avinash Kaushik and Simo Ahava. This article is a collection of the best Google Analytics tips that I learned from them. I hope you enjoy these hidden gems as much as I do. 🙂

1. Are You Overestimating Your Traffic Numbers?

Google Analytics reports may be leading you to significantly overestimate the traffic from some channels

Most of us tend to rely on Google Analytics to estimate how much traffic each marketing channel brought to the website.
But the way Google Analytics works by default, it can lead you to overestimate the importance of some channels.

You see, Google Analytics may attribute a direct session (one that is started by entering the URL in the browser) to indirect channels.

Let‘s use an example.
Let‘s say that a user initially came to your site from organic search, and then came back 9 times.
In this case, Google Analytics will show you that there were 10 sessions brought by organic search.

This may result in a very distorted representation of traffic.

How to fix this?
Just active the secondary dimension “Direct Session” in your reports.

P.S. By the way, this explains why your Adwords clicks and Analytics sessions numbers are so far off.

Source: keyword-hero.com

2. Is Adwords Stealing Your Organic traffic?

Your Adwords ads may be competing with your organic search rankings on Google. Here is how you can know for sure.

If you organically rank for some of the keywords you‘re advertising for, you may be wasting your advertising dollars.
Because if you rank high enough for a given keyword, it doesn‘t make sense to advertise for it.

I suspected that this may be the case for my Adwords campaigns, so I decided to check this using some basic statistics.

In statistics, there is a term called correlation, which stands for a statistical relationship between two variables.
If Adwords has a negative impact on organic search traffic, these variables should be negatively correlated.

So I measured the correlation between Adwords and organic search traffic.
It turns out that the correlation was -0.113, which is weak.

My fears about Adwords “stealing” organic traffic were not supported by data, so I keep investing in this channel in peace. 🙂

Here is how you can check if YOUR Adwords campaigns are “stealing” your organic search traffic:
1. Go to Google Analytics > Acquisition > All Traffic > Source/Medium
2. Create 2 segments: Adwords and Google Organic.
3. Export at least 90 days of data to CSV.
4. Transform data from your CSVs to single Google Spreadsheet so it looks like this:

6. Then, use CORREL() function to find out if there is a correlation between these segments of traffic.
Interpreting this correlation coefficient requires some math skills, but the rule of thumb is that:

  •  0 to -0.2 is a very weak correlation, never mind it;
  •  -0.2 to -0.4 is a weak correlation, but worth paying attention to;
  • everything lower than -0.4 is a strong correlation.

3. Make Your GA Reports More Readable

After implementing these simple tips, your GA reports will become more readable & easier to drive conclusions from

Have you noticed that Google Analytics sometimes shows one page as two different ones?
Example:

  • /pagename
  • /pagename?nav=1
  • /PAGENAME

As a result, metrics in your reports are spread between these two pages (even though it‘s actually the same page).
Making it harder to analyze your results.

Same for campaign name, mediums etc.
If someone used “&medium=CPC” in a UTM tag, instead of more common “&medium=cpc”, GA will consider it as a different medium.
Which will make your reports a lot harder for you to read.

How to fix this?
1. Go to Google Analytics – Admin – View Settings – Exclude URL Query Parameters.
Then, input the common URL parameters that in case of your website don‘t count as separate pages.

2. Go to Go to Google Analytics – Admin – Filters, and add a filter that looks like this:

It‘s also a good idea to create the same filters for:
+ Campaign name, term and medium
+ Request URI

Source: www.amazon.com

4. Make You GA Reports Twice More Accurate

Just click on this one little checkbox to make your Google Analytics reports up to twice as accurate

Do you know that for most websites, bot traffic accounts for 63% to 80%?

Some of them are “good bots” (e.g. RSS readers).
But “bad bots” (e.g. spammers, impersonators, hackers) account for a staggering 27% of all web traffic, at least (according to a study by Incapsula.com).

Thankfully, Google Analytics has an easy way to eliminate them:
1. Go to Google Analytics – Admin – View Settings.
2. Check “Exclude all hits from known bots and spiders” under “Bot Filtering”.

That‘s it!

Source: www.lunametrics.com

5. Avoid This Critical Google Analytics Mistake

Avoid this Google Analytics mistake that can seriously mess up your web analytics

You worked so hard to set up Google Analytics on your company‘s or your client‘s website.
But are you sure it works as intended?

Sometimes, there is a JavaScript error or something else went wrong, that could mess up the tracking.

To make sure that GA works properly, you can use Google Analytics Debugger.
It‘s a Chrome extension that outputs what happens with your GA tracking to browser console.

Just do the following:
1. Install the extension.
2. Open the target website.
3. Click on its icon in Chrome.
4. Press Ctrl + Shift + J (or Cmd + Option + J if you‘re on Mac).
5. In this console, you‘ll every nitty-gritty detail of what your website sends to GA.

Source: searchengineland.com

6. Your Conversions Are Higher Than You Think

Google Analytics makes your conversion rates looks worse than they really are

Do you ever feel disappointed when looking at your conversion rates in Google Analytics?
I know I do sometimes.

And while there are always millions of things you can improve, your real conversions rates are actual higher than GA tells you.

The thing is, GA shows you conversion rate per session.
And one user can have many sessions.

I don’t know about you, but I care about how many users actually converted in the end.
Not what percentage of sessions resulted in a conversion.
If it took them 10 sessions to convert, I’m totally okay with that.:)

Here is what Avinash Kaushik suggests you do:

  1. Go to GA Admin – Calculated Metrics;
  2. Create a metric “Conv Rate Per User”;
  3. Set formatting type = “Percent”;
  4. Set Formula = “{{Form Submit – Quote (Goal 3 Completions)}} / {{Users}}”, but with your own goal name;
  5. Save, and then create a new custom report to show this new metrics, broken out by landing page, source/medium or whatever dimension(s) you care about the most right now.

Source: www.kaushik.net

7. Improve Your Analytics Accuracy by 20% Today

20% of your GA traffic may not really be from your customers (but you can exclude it)

If you’re constantly checking your site, tweaking details, and updating content, a sizable portion (10-30%) of your traffic is from you and your team, not from your customers.

Can you really rely on your Google Analytics data if its skewed by your own and your colleagues’ visits?

Removing internal visits will result in much more accurate reports and better decision-making.

You could set up a filter in GA to exclude your visits by IP address, but this method takes time and the filter needs to be updated constantly (when you connect from a different Wi-fi or if you have a dynamic IP address).

Instead, you can install this Chrome extension that will block Google Analytics for your browser, and ask your colleagues to do the same.

This will remove all internal page views and make your analytics much more accurate.

8. Make your GA Content Experiments 2X faster

Make your website 2X faster by removing the redirect in your Google Analytics Content Experiments

Before I reveal today’s insight…, can you please reply to this email and answer this short question: What’s the #1 biggest marketing challenge you’re struggling with right now? Your answer will help me deliver more relevant content.

Do you use Google Analytics Content Experiments, but hate those redirects it produces?
Split-testing is crucial, but it comes at a cost of bad user experience in the short term.

GA Content Experiments can slow down your pages by up to two times, because they force the website to be loaded twice.
This is really bad, but switching to a different split-testing engine is painful.

Would you like to keep using GA Content Experiments the same way you’re doing it now, but without the redirects?
To speed up your website and decrease the bounce rate caused by it?

Now it is possible!
In fact, the only reason that Experiments reload the pages is because they are implemented on the client side, using JavaScript.

This framework will allow your developer to move the Experiments engine to the back-end (where it can run in a fraction of a second).

9. Get 10X More Data About Your Users

Start tracking these 11 micro-conversions in under three minutes

You’re probably tracking how many people submit a form on your website.
But chances are, you don’t know what else they do on your website.

Usually only a small percentage of users convert.
Which leaves you flying blind when it comes to most of your users.

You don’t know if they clicked on:

  • the video and if they finished watching it;
  • the file download;
  • your email or phone number;
  • any outbound links;
  • your social media share buttons;

if they scrolled to the end.

Which really sucks!

Thankfully there is solution that allows to start tracking all those things above in under 3 minutes:
1. Put this script on your website:

<script src=”//datamart.github.io/Komito/komito.js“>
</script>
2. Open GA – Real-Time – Events – Events (Last 30 min).
3. Start doing stuff on your website (e.g. download files, watch videos etc) and notice new events pop up in GA.
4. Configure goals for your most important events. Use Behavior – Events – Overview to look up event labels.

10. Demystify up to 50% of Your Direct Traffic

Do you know that up to 50% of your direct traffic is actually just visitors that GA couldn’t identify?

Before I reveal today’s insight…, can you please reply to this email and answer this short question: What’s the #1 biggest marketing challenge you’re struggling with right now? Your answer will help me deliver more relevant content.

When you look at your Source/medium report in Google Analytics, you probably see that a lot of your visitors come from (direct)/(none).

Have you ever wondered that this data might be false?
And that you’re relying on false data when making marketing decisions?

The reality is, in many cases Google Analytics just couldn’t identify these visits, and therefore marked them as direct.

Here is how you can help Google Analytics identify more of your direct traffic:

  • Buy an SSL certificate and move your website from HTTP to HTTPS (if you haven’t already). The thing is, Google Analytics cannot identify most of the visits coming from HTTPS sites, if your site is HTTP;
  • Add UTM parameters wherever you can. You can use Campaign URL Builder to simplify this process;
  •  Implement the User ID feature if your users log in on your website. This allows to unify their sessions coming from different browsers and devices (which would otherwise be counted as separate users).

11. Are You Betting on the Wrong Traffic Sources?

You may be really underestimating (or overestimating) the true impact of these marketing channels

As you may know, by default, Google Analytics only gives credit to the very last traffic source before the conversion (last-click attribution).
But often times, users don’t convert right after coming to your website.

Example:
After clicking your Adwords ad, they might google your company name.
And then finally convert after clicking on your remarketing ad on Facebook.

In this case, three channels are involved (Adwords, Organic, Facebook).
But Google Analytics will only give credit to the last one.

If you have many users like this, you’ll give too much credit to the wrong channel (in this case, Facebook).
And not enough credit to Adwords.
Even though it was the main reason for your conversions.

Here is how you can find your most under-appreciated channels:

  1. Go to GA – Conversions > Multi-Channel Funnels > Assisted Conversions;
  2. Find which channels have the most Assisted conversions;
  3. These are the channels you might not be giving enough credit to.

12. How Fast Do Your Users Convert?

Uncover how many days does it take your visitors to convert

Do your users convert right away, or do they browse your site for a few days before making a decision?
How many days does it take them to convert?

Knowing this is important, because it allows to better understand the context of how the users land on your site, and optimize it accordingly.

These questions can be answered in a lesser-known Google Analytics report called Time Lag.
Just go to Google Analytics – Conversions > Multi-Channel Funnels > Time Lag, and you will see something like this:

Bonus Tip #13

If you’re like many businesses, your Google Analytics doesn’t integrate offline sales data from your CRM system. This could be causing you to spend a big chunk of your marketing budget on low-quality leads that don’t convert.

You need more than form fills and goal completions to make marketing decisions

It’s not enough to measure form fills, since different traffic sources attract clients of drastically different quality. One channel may generate a handful of high-converting long-term clients, while another may generate nothing but unqualified leads. The only way to evaluate a marketing approach is to track the revenue it generated.

By default, Google Analytics doesn’t track offline revenue

Most sales don’t happen online; they are closed by sales reps, either in person or over the phone. By default, Google Analytics doesn’t have access to these sales, so you have no idea how much revenue was generated by a certain approach, ad, article, or keyword. This results in spending money on leads that don’t buy anything.

The Solution is to integrate your CRM with Google Analytics:

You can do it using our app GA Connector.

Salesforce & Google Analytics Integration Guide

This detailed step-by-step guide will show you how to integrate Salesforce.com with Google Analytics.

What Will Salesforce and Google Analytics Integration Do For You?

The goal of marketing is to drive revenue.

But Google Analytics is only good at measuring sales that happened right on the website (e.g. an e-commerce store).

Yet most businesses don’t work this way.

Often times, a sale is closed by a sales rep, and it’s only tracked in Salesforce or some other CRM software.

Because of this, you can only measure what are your customers doing on your website.
But you don’t know how many of your website visitors actually became paying customers.

The Method

In this article, we will show a step-by-step method for bringing the information about your buyers from Salesforce into Google Analytics.

We’ll utilize a really cool Google Analytics feature called Data Import to pass customers’ lead information from Salesforce into Google Analytics.

As a result, you’ll be able to build cool Google Analytics reports with Salesforce data like this one:

Salesforce Google Analytics integration result example

Salesforce & Google Analytics integration report example

Overview of the Implementation of Salesforce & Google Analytics Integration

To import Salesforce data into Google Analytics, we need a key that will unite CRM and Analytics data. As such key, we’re going to use Google Analytics Client ID – cookie generated by Google Analytics for each browser viewing your website.

This key will be stored in Google Analytics as a custom dimension, and in Salesforce – as a custom field.

This integration only takes seven simple steps.

During steps 1-3, we’re going to save client ID to both Salesforce (as a custom field) and Google Analytics (as a custom dimension).

Then, during steps 4-6 we will use GA Data Import to automatically merge this data inside Google Analytics.

Finally, during step 7 you’ll find Salesforce data inside your Google Analytics and learn how to use it.

Results After This Integration

When you get Lead Statuses from Salesforce into Google Analytics, you’ll be able to build all kinds of reports with this data to answer questions like:

  • Which campaigns, ads, blog posts and keywords drive the most qualified leads?
  • Which traffic sources only drive junk traffic that only ends up taking your sales reps’ time away from working with valuable customers that your company can actually help?
  • How is the behaviour of your qualified leads on your website different from the behaviour of your unqualified leads? (this questions can be answered by building two segments and comparing them)
  • What pages are most frequently visited by your qualified leads? (you may want to focus more of your attention on those)

Step One: Create Custom Dimensions

1. Go to your Google Analytics property, and open Admin – Custom Definitions – Custom Dimensions.

2. You should be able to see something like this:

Google Analytics custom dimensions menu

Google Analytics custom dimensions menu

3. Click “New Custom Dimension” and create a new User-level custom dimension like it’s shown on the screenshot:

Create Google Analytics Client ID dimension

Create Google Analytics Client ID dimension

4. Remember the index of this new custom dimension(from the second column). We’ll need it in step #2.

The index should be “1” unless you have created a custom dimension before.

5. After that, repeat steps 1-3 for another User-level custom dimension “Lead Status”.

Step Two: Save Google Analytics Client ID as a custom dimension

To start saving GA Client ID as a custom dimension in Analytics, add this code somewhere below your Google Analytics tracking code:

In this case we’re sending the client ID to the dimension with index “1” (“dimension1: clientId”).

If the client ID is not the first dimension in your Google Analytics property, replace “dimension1: clientId” with “dimensionX: clientId”, where X stands for the index of the client ID dimension.

Step Three: Save Google Analytics Client ID to Salesforce

Now we need to save Google Analytics Client ID to Salesforce, so we can use it as a key while merging data.

To to this:

1. Add a new custom field to your Salesforce Lead object.

2. Then, create a new hidden form field and connect it to the new custom field.

So that the value of that hidden field is saved to Salesforce during the form submission.

The hidden field should look something like this:

3. Finally, place a code like this to your website:

This code will automatically retrieve the value of GA Client ID and put it inside that new hidden field we just created.

Step Four: Create a Data Set in Google Analytics

  1. Go to Google Analytics – Admin – Data Import – New.
  2. Select “User Data”.
  3. Name it, select a view and click “Next”.
  4. Add “Client ID” as a key.
  5. Add “Lead Status” as imported data.
  6. Under “Overwrite hit data”, select “Yes”.
  7. Click “Save” and then “Done”.
  8. Select the data set you have just defined in the table that appears.
  9. Click “Get Schema” – “Download schema template”.

If you open the schema template template file you just downloaded in a text editor, it will look like this:

Step Five: Create a Data Set File with Salesforce Data

Now we just need to fill this file with actual data from Salesforce.

To do this, go Salesforce – Reports and create a new Lead report. Then, export this report as a CSV file:

Salesforce export menu (to generate a file for Google Analytics import)

Salesforce export menu (to generate a file for Google Analytics import)

Now update the exported CSV file to follow the GA Data Set schema (Client ID in the first column, Lead status in the second column).

The end result should look something like this:

Step Six: Upload the Salesforce dataset into Google Analytics

Go back to Google Analytics – Data Import, and click “Manage Uploads” under your new data set.

Then upload the file you created during step three.

Step Seven: Find the Salesforce Data in Your Google Analytics Reports

Now go to one of your GA reports (Source/medium is a good one) and add a custom dimension to the report by clicking Secondary Dimension – Custom Dimensions – Lead Status:

Source/medium Google Analytics report with Salesforce data

Source/medium Google Analytics report with Salesforce data

You can even create a segment for qualified leads and for disqualified leads.

So that you can compare how many of those you’re getting from each traffic source:

Segmented Google Analytics report with Salesforce data

Segmented Google Analytics report with Salesforce data

Note that the uploaded data needs to be processed before it can show up in reports. Once processing is complete, it may take up to 24 hours before the imported data will begin to be applied to incoming hit data.

Congratulations! Now you can see which campaigns, keywords, ads, pages, blog posts etc produce the most qualified leads.

Next Steps

Bringing lead statuses is a great first step towards revenue-driven marketing.

But there are many more things you can import to Google Analytics from Salesforce.

For example, revenue, profit, number of successfully closed won deals and other data.

Right now GA Data Import only allows to import custom dimensions.

It doesn’t allow to bring in metrics (e.g. revenue), track goals and do other stuff.

To do this, you can use a tool such as GA Connector which allows to bring any kind of data from Salesforce into Google Analytics automatically, without having to upload any spreadsheets.

As a result, you’ll be able to build even more powerful Google Analytics reports with offline data such as this one:

Custom Google Analytics report with Salesforce data

Custom Google Analytics report with Salesforce data

Happy analyzing!

Unbounce UTM Parameters Tracking Tutorial

This step-by-step guide will teach you how to track Unbounce UTM parameters. As a result, you’ll know where each of your leads originated from.

Here is how it’s going to look like inside your Unbounce account:

Unbounce UTM parameters in a lead

Unbounce UTM parameters in a lead

Unbounce UTM Parameters Tracking Method

1. First, open the Unbounce app and open the page on which you want to set up the tracking. If you want to set up this tracking for multiple pages, just repeat this step for all of them.

Open Unbounce page

Open Unbounce page

2. Click “Edit” and you’ll see a Page Editor. In this view, find your form and double-click on it.

Open Unbounce form

Open Unbounce form

3. Press “Hidden field” button on the left five times. Five new hidden fields will appear (you need to scroll down in order to see them). Never mind the “duplicate form field name” error: it will disappear after step #4.

Unbounce - Add hidden fields

Unbounce – Add hidden fields

4. Give these five new fields the following names (“Field name and ID”): utm_source, utm_medium, utm_content, utm_campaign, utm_term.

Unbounce - Add rename fields

Unbounce – Add rename fields

The end result should look like this:

Hidden UTM fields added to the Unbounce form

Hidden UTM fields added to the Unbounce form

5. Press “Done”. Save the changes and publish the page.

6. To test it, open your landing page URL in the browser and append the following parameters to it:
?utm_source=source_test&utm_medium=medium_test&utm_campaign=campaign_test&utm_term=term_test&utm_content=content_test
When you submit your form on that page, you should be able to see a new lead that contains UTM parameters:

That’s it! Now the tracking of Unbounce UTM parameters is completed.

The Problem with This Method

Now you track the UTM parameters on your Unbounce pages, that’s awesome!

The problem is, this method only works when the UTM parameters are in place.

Your leads probably come from a variety of source. And not all of them allow adding UTM parameters.

Traffic sources breakdown

Traffic sources breakdown

For example, you can’t add UTM tags to

  • organic Google search
  • people sharing your pages on social media
  • bloggers posting links to your pages
  • people on forums and sites like Quora posting links
  • etc

But you probably still want to know if the lead came from this traffic source, right?

The Solution

To achieve the tracking of all traffic sources, you can use a tool such as GA Connector. It allows you to track the source of each lead, no matter where they came from (organic search, social media, blogs etc).

It also tracks other information about the users, including their location and device they’re using:

Unbounce - Full Lead Tracking

Unbounce – Full Lead Tracking

Notice that there is “First Click Channel” and “Last Click Channel?

It means that if the users come to your page multiple times from different source, you will know:

  • Which channel initially brought the user to your landing page.
  • And which one finally triggered the conversion.

Get a Free Trial

The price is only $30/month. It’s a small percentage of what most companies spend on digital marketing. But it can help you find the channel that brings you the most sales. So that you can double down on this channel and increase your profits by many times.

Tracking UTM parameters in Salesforce Web-to-Lead Forms

This guide shows you how to track UTM parameters in Salesforce Web-to-Lead forms.

Salesforce Web-to-Lead forms are great at creating leads in Salesforce upon each submission. But they don’t tell you where your leads come from.

  • What websites referred them?
  • Which Adwords keyword brought them to your site?
  • Which Facebook ad campaign converted them?

Overview of tracking UTM parameters in Salesforce Web-to-Lead forms

In this article we’re going to explain how you can achieve this and have a section like this for each of your Leads:

Example of tracking UTM parameters in Salesforce Web-to-Lead forms

Example of tracking UTM parameters in Salesforce Web-to-Lead forms

You’ll also be able to build Salesforce dashboards with UTM information.
As a result, you’ll see which campaigns generated the most sales:

Salesforce report breaking out the number of qualified leads by Adwords campaign

Salesforce report breaking out the number of qualified leads by Adwords campaign

Let’s say this is your Web-to-Lead form:

This is just an example – yours will look differently.

To bring UTM fields to Salesforce, you need to do three things:

  1. Add new fields to Salesforce that will store these UTM fields.
  2. Add these fields to your Web-to-Lead forms (and make them hidden).
  3. Add some JavaScript code to your page. This code will grab the UTM parameters and put them inside the hidden fields.

Step 1 – Add new fields to Salesforce

First, you need to add five new custom fields to Salesforce: UTM Source, UTM Medium, UTM Term, UTM Campaign, UTM Content.

JavaScript code from step 3 will fill in these fields with appropriate values.

To create these fields, go to Salesforce – Setup. Then search for “Lead” and select “Fields” from the menu:

Salesforce Lead fields search screenshot

Salesforce Lead fields search screenshot

Then scroll down to “Lead Custom Fields & Relationships” and click “New”:

Custom Lead fields in Salesforce

Custom Lead fields in Salesforce

Choose field type “Text”:

Salesforce - Choose new custom field type

Salesforce – Choose new custom field type

Set “Field label” to “UTM Source”, and Length to 255 (Salesforce fills in Field Name for you):

Set UTM source fields parameters in Salesforce

Set UTM source fields parameters in Salesforce

Click “Next”, and then “Save & New”.

Repeat the process and create another four fields:

  • UTM Medium
  • UTM Term
  • UTM Campaign
  • UTM Content

If you also want to know the source/medium/term/etc of each opportunity or account, do the following:

  1. Create the same fields for the Opportunity and/or Account object. You can do it in Setup – Opportunities – Fields, and Setup – Accounts – Fields.
  2. Go to Setup – Lead – Fields again, and click the button “Map Lead Fields”:
Salesforce - Map UTM fields from Lead to other objects

Salesforce – Map UTM fields from Lead to other objects

On that page, you will be able to map Lead fields to the corresponding Account/Opportunity fields. As a result, Account/Opportunity will receive UTM fields during lead conversion.

Step 2 – Add new fields to the forms

During step 1, you’ve created the custom fields to store UTM parameters in Salesforce. Now we’re going to add the same fields to your Web-to-Lead forms.

Generate the code for new fields in Salesforce

To do this, go to Salesforce – Setup – Web-to-Lead, and click “Create Web-to-Lead Form”:

Salesforce Web-to-lead form create button

Salesforce Web-to-lead form create button

Find the UTM fields you have just created in the “Available fields” section. Then, move them to “Selected Fields” using the arrow buttons between these sections.

Click “Generate”, and Salesforce will create a new Web-to-Lead form for you:

Sample Salesforce Web-to-Lead form

Sample Salesforce Web-to-Lead form

Don’t worry, you don’t need to replace your existing forms with this new form.

You just need to:
a) extract UTM fields from this new form, and
b) put them inside the existing Web-to-lead forms on your website.

Inside this newly generated form, you should be able to see block of code like this one:

Put the new fields’ code in your form(s)

Take the input name (e.g. 00N5800000Bew3F) and put it inside this template::

In this example, the input name is 00N5800000Bew3F, but in your form it will be different.

 

Repeat the process for all five fields, and as a result, you will have a block of code like this:

In this example, the input name is 00N5800000Bew3F, but in your form, it will be different.

 

Then put it inside your Web-to-Lead form, just above the closing </form> tag:

 

Congratulations! You have completed the most time-consuming steps, 1 & 2. Only one more step to go!
By now, you already have UTM fields both in Salesforce and your forms.
Plus, these fields get automatically synchronized. So you don’t need to worry about that.
There’s just one missing piece left. You need to insert the code that will populate these fields with actual UTM values.

Step 3 – Populate hidden fields with values (using JavaScript)

As a final step, put this JavaScript code somewhere on your page:

 

You can put it inside a Google Tag Manager tag if you like.

Congratulations! You have completed the most time-consuming steps, 1 & 2. Only one more step to go!
By now, you already have UTM fields both in Salesforce and your forms.
Plus, these fields get automatically synchronized. So you don’t need to worry about that.
There’s just one missing piece left. You need to insert the code that will populate these fields with actual UTM values.

Bonus step 4

If you’ve implemented this guide, you’re already ahead of most marketers out there.

If you want to get one step further, you can implement GA Connector – a tool that allows you to know even more about your clients.

You see, tracking just the UTM parameters has its limitations:

  • It doesn’t work if the user left the page, and then came back from bookmarks or by simply typing your domain. For such leads, the UTM information would be lost (unless you use a tool like GA Connector).
  • Same with multi-page websites: if your user landed on one page, but the actual form submission happen on another page, the UTM information would be lost.
  • This approach only tells you which channel converted the lead. But sometimes it takes more than one visit to seal the deal. You user could have found you through Google but came back through Facebook remarketing. Does it make sense to attribute the conversion only to remarketing?
  • This approach doesn’t allow to track organic Google search. You can’t put UTM parameters there. Same with referrals that you don’t control (not everyone wants to put UTM parameters in their links).
  • This method doesn’t give you other important information about your customers: which device and browser they were using, their referrer,  where are they located etc. These are all important clues that can be valuable during the sales process and for analytics.

GA Connector solves all those issues and allows to track the whole user path, no matter which page they landed on, and at which point the submitted the form.

GA Connector remembers the initial channel, as long as the last channel, plus other useful information about this visitor.

Here is a section you will see for each of your Salesforce leads after implementing GA Connector:

GA Connector: Tracking website visitor information inside Google Analytics

GA Connector: Tracking website visitor information inside Salesforce

Sign up for GA Connector here.