As discussed at the opening of chapter 2 of Web Analytics 2.0, many companies are unsure as to what tools they need to meet their marketing needs. Some companies seek reporting tools when their actual needs are analysis tools or vice versa. In addition to seeking the right tools, corporate variables such as company culture, affordability, employee knowledge and availability attribute to the effectiveness of the selected tools. The lead management system of WhatConverts offers a key solution to overcoming fear, uncertainty, and doubt of selecting an analytics tool for company marketing strategies.
WhatConverts offers integrated solutions across web platforms such as Google Analytics and Google AdWords while identifying and quantifying customer acquisition. WhatConverts is a lead management system that is applicable to phone calls, web forms and e-commerce transactions. The integrated filter and sort function of the software reveals where a company is gaining the most value from their advertising sources and where they need to focus their energy. At the end of the day, this solution is to uncover the needle in the haystack.
I believe WhatConverts to be a valuable application as it is able to run seamlessly with Google Analytics and Google Adwords. This software is able to tie individual leads into all your data while tracing user contact information back to original source. It allows companies to decipher if leads were good or bad when it comes to conversion rates. In other words, it is able to assign a value to conversion rates. For example, you are able to tie a conversion back to the originating landing page a visitor landed on and identify which keyword or topics brought them to that page. In addition, WhatConverts adds value assessment to the lead history by its source and by keywords.
The key word that I would like to hone on in which makes WhatConverts a valuable solution is value. WhatConverts adds value to your data which means you are able to quantify your costs associated with running a particular marketing campaign. As outlined in Chapter 4 of Web Analytics 2.0, many analytic tools will not include the incurred cost to manufacture a product or service. Since this software allows the client to quantify the value of each marketing source, this will aid in computing “campaign cost”.
The Lead Management System reporting of WhatConverts identifies the marketing source and keywords that brought the most value to your marketing strategies. To highlight which lead is worth pursuing, the easy to use sort and filter function of WhatConverts allows users to view data per day or within a specific date range.
(Images Retrieved from www.whatconverts.com)
Goal: A client wanted to evaluate the quality of leads generated through targeted keywords vs. more broad industry terms.
Objective:
Determine if the targeted or broad terms generated the most value, not just number of leads.
Result:
After a month, both campaigns were generating roughly 40 to 50 leads each.
Using WhatConverts to be track form submission quality. They were able to determine:
1. Only 30% of the broad term campaigns were leads they ended up quoting.
2. 75% of the targeted term campaigns were leads they ended up quoting.
3. The budget for the broad campaign was higher, due to higher traffic and cost per click.
After seeing that the broad campaign cost more and delivered fewer quality leads, they were able to optimize their Google AdWords spend better to generate additional qualified leads.
Without WhatConverts all they had was a number of leads per campaign. Now they could evaluate each lead, which allowed them to make more data-driven decisions (WhatConverts, 2018).
(Image Retrieved from www.whatconverts.com)
As a review, WhatConverts concludes that the data from the Lead Management System can be used to:
- Improve Conversion Rate and identify rates as good or bad.
- Prove the value of marketing strategies and a portion of “campaign cost”.
- Identify content highlights or keywords that generate leads.
- Integrate seamlessly with existing web platforms.
In addition to web trends, WhatConverts assists in recording phone call leads. This software allows companies to personalize their greeting options for customers. They are sure to be transparent as they inform the caller that they are being recorded for quality assurance. In addition, they offer their clients multiple language preferences for the prerecording. While the customer is informed of the intent of the recording, the client is also informed of the intent as WhatConverts can inform the client or recipient of the call where the call source originated. This software applies tracking numbers to each call source. If you were to read about an advertisement in a magazine publication, the magazine advertisement would have a preassigned unique phone number that is identified by the software when it is used. A unique phone number can be attributed to flyers, landing pages or billboards.
(Image Retrieved from www.whatconverts.com)
An added value to WhatConverts is the transparency of the software for corporate development. If a company has multiple clients, branches or division, each of them can view their dedicated platform of reporting. Each client may have separate marketing focuses or methods of data collection. With this software, clients are able to view data gathered from segmentation strategies, content analysis, and purchase behavior. Therefore, the client is able to see real-time reporting that can assist in recruitment, retention, and reactivation of their customers.
Transparency is carried through by their tired package offerings with monthly payment plans. They offer three package options tailored to fit your corporate needs. The three options are the Plus, Agency or Enterprise Plan. The main difference as you progress in plan options is in customization and security upgrades.
A noted benefit of this Software lies in their customer service. Online ratings showed that this software received a 5-star rating from their customers. Many of the reviews highlighted customer satisfaction with the companies feedback and response time to inquiries or need for assistance.
I believe WhatConverts is a surefire solution as it is easily integrated with Google Analytics and Google Adwords as it adds value to web analytics. As a client who may be new to web analytics, this serves as a cost-efficient software that operates with low maintenance features and the data is carried captured and reported in a user-friendly platform.
References
Kaushik, A. (2010). Web analytics 2.0: The art of online accountability & science of customer centricity. Indianapolis, IN: Wiley Publishing, Inc
WhatConverts. (2018). Retrieved from https://www.whatconverts.com/features
WhatConverts. (2018). Retrieved from https://www.whatconverts.com/blog/instantly-improve-your-web-form-tracking/
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