Editor’s Note: We’re delighted that testing and tracking specialist Alasdair Morgan has submitted this guest article on uncovering prospect motivations through tracking.
I recently started working with a new client who sells property in the Dominican Republic. He wants me to help him get more visitors to his site and convert as many of them as possible to prospects… and then clients. In terms of conversion, our basic strategy is to get as many site visitors on his mailing list as possible so we have a chance to move them from prospects to clients.
Let me tell you about something that happened the other day that reminded me (for the thousandth time!) just how powerful it can be to track visitors on your website and in your newsletter, etc…
My client sent out a newsletter with exactly 4 links in it: The 1st was to an audio podcast of him being interviewed about buying property and living in the Dominican Republic; the 2nd was info on a special deal he had on a beautiful property; the 3rd was to a local guide on the Dominican Republic in PDF format; and the 4th was to the home page of the website.
For some reason, I thought the podcast would be the most popular link since we had been offering it as an incentive for signing up for the newsletter and had been getting a reasonable conversion rate as a result.
Was I ever wrong! The local guide was by far the most commonly clicked link. In fact, 50% of all clicks were for the guide as you can see below in the pretty little pie chart…
As mentioned above, we had already been offering the podcast to people as a sign-up incentive, so there would definitely be a bias against them clicking on that link because some of them would have already listened to it.
The key point is this…
If you track your site visitors and all communications you have with your prospects properly, you’ll uncover golden insights into their behavior and true desires that you would have had no other way of knowing…and that can only help you serve them better and ultimately make more money!
By the way, I’m now testing the local guide as a sign-up offer on my client’s site. It’ll be interesting to see the results.
Have you been surprised by any tracking results? What are you tracking?
