5 key tools to analyze your marketing campaigns

1. Heat map tools to analyze visitor behavior on your different landing pages

To understand how visitors behave on your landing pages, there are heatmap solutions like Hotjar, Contentsquare or Microsoft Clarity, which allow you to see (anonymized) user sessions in real time. After several analyzed sessions, these tools are capable of designing heat maps based on user navigation and clicks. On the one hand, it helps you understand which elements capture the most attention of 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 therefore identify the most profitable communication channels (Google Ads, social media, email). electronic, etc). Notably, call tracking solutions integrate easily with the applications that marketing and sales teams need: 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 allow you to analyze the audience of a website globally, to understand which are the main acquisition channels (search engines, Google Ads, social networks, newsletter, etc.) but also which are the most popular web pages. visited. . This also gives marketers 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 there are many interesting alternatives: 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: open rate, click rate, bounce rate, reactivity rate, unsubscribe rate, etc. You can link your email solution to your CRM or Google Analytics, for example, allowing you to send even more targeted marketing campaigns (customer segmentation).

Some email platforms also offer to set up A/B tests on their email campaigns. Therefore, you can 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 trying 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 obtain personalized reports on your marketing campaigns

The main objective of CRMs is to manage the relationship with the customer. They are tools for sellers, but they are also very interesting for marketing teams. In fact, some CRMs like Salesforce or HubSpot have marketing features to generate leads and convert them into customers: online forms, marketing automation, chatbots, landing pages… The advantage is that it is then possible to analyze your marketing campaigns very completely. and personalized dashboards, which allow identifying relevant optimizations to implement.

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