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By Whereoware staff on
Thursday, September 27, 2012 3:44 PM
Back in August, Responsys Inc published their 2012 Look Book, highlighting their favorite email creative from the past year. The choices were excellent, including thought-provoking fundraising emails (Royal National Institute of Blind People), entertainment emails populated with dynamic content (Sky), personalized + event-triggered e-commerce emails (Pizza Express), and many more.
We found ourselves particularly drawn to one of the emails, which had actually made the rounds here at Whereoware back when it was originally sent to subscribers in April 2012. The email came from Brooks Brothers and was part of an effort to promote a new line of polo shirts. While the topic in and of itself might have been take-or-leave-it, Brooks Brothers went above and beyond with a creative concept which teased readers with the idea of a $2000 polo shirt that in fact turned out to be a little something more.
In this blog post, we’re breaking down the Brooks Brothers email, figuring out what works, what could be improved, and why it merited inclusion in the Responsys 2012 Look Book.
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By Whereoware staff on
Monday, September 17, 2012 12:47 PM
Each month, we'll be interviewing one of our fab employees here at Whereoware. For September, we're pleased to introduce Rachel Shirey, a graphic designer + online marketing manager!
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By Whereoware staff on
Tuesday, September 11, 2012 4:10 PM
Some of us here at Whereoware recently had the good fortune to attend MarketingSherpa’s B2B Summit 2012. At this conference, MarketingSherpa put out a great checklist meant to help marketers optimize their landing pages. Over the course of a few blog posts, we’ll be enacting some of these recommendations on our own site, revamping the Whereoware “Contact Us” landing page – and we’ll walk you through it every step of the way. In the end, we’ll share the results of what we’ve learned; feel free to do the same!
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By Whereoware staff on
Friday, September 07, 2012 4:02 PM
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Last week, we reviewed how to set goals in Google Analytics, allowing you to track whether or not your visitors have completed certain tasks.
When tracking any goal, it is important to track the path users take to reach the goal. As Google puts it, this helps you analyze how well your site directs people towards your target. This is where the sales funnel comes into play.
At their most basic level, funnels use URL Destination Goals to track where visitors enter and exit your predicted path on the way to these goals. Sound complicated? It’s really not. The path in question is a series of pages that you expect your visitors to see on their way to your Destination Goal. Whether or not they actually do come across them is telling.
For example, if you see a large exit rate on the shopping cart page, and this page requires them to create an account or log in, it may be that customers simply don’t want to deal with the hassle, or have privacy concerns. Consider allowing for anonymous checkout, and you may see positive results (for more information on the benefits of anonymous checkout, see “Web tip: anonymous checkout”).
Before you can make these judgment calls, however, you’ll have to get a look at the sales funnel, so let’s dive in.
How to set up the funnel (warning: you must be an admin to set up a funnel)
- First, create a URL Destination Goal (for a quick how to, see original post, “Google analytics tip: go for the gold with goal setting”)
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- Select Use funnel
- Enter the URL for the first step in your sales funnel (without the domain name - so /thankyou.aspx, not www.company.com/thankyou)
- Enter an easily recognizable step Name
- If you'd like to make that first step 'required,' select Required step. This means that users entering the funnel will HAVE to see this page, and will not be counted if they follow the sequence later on without seeing this page first.
- Choose + Goal Funnel Step with an appropriate name and URL for each page in your sales funnel sequence
- Your steps will only be the pages leading up to your 'destination URL' - remember, that part is your Goal! So, if you'd want your sales funnel to end at a thank you page, you'll want to cut off the funnel steps at the checkout or confirmation page.
- Click Save
By this point, you should have done the hard work of setting up goals and funnels. That’s half the battle! But once the data rolls in, what can you learn from it? To find out, stay tuned for part III of this blog series on Google Analytics Goals + Sales Funnels, where we’ll cover how to view and interpret your Goals Report…
Like what you see? Check us out on Facebook, twitter, or Pinterest!
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