5 key tools to analyze your marketing campaigns
1. Heatmap tools to analyze visitor behavior across 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 view (anonymized) user sessions in real time. After several analyzed sessions, these tools are able to design heatmaps based on user navigation and clicks. On the one hand, it helps you understand which elements draw the most attention from visitors. On the other hand, for underperforming landing pages, understanding the elements that are sources of friction can also help you.
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 use call tracking tools that allow you to track all incoming calls, identify the marketing campaign that triggered the call, and thus identify the most profitable communication channels (Google Ads, social networks, email, etc.). It’s worth noting that call tracking solutions easily integrate with the applications needed by marketing and sales teams: Google Analytics, Google Ads, Google Data Studio, HubSpot, Salesforce, Zapier, etc.
3. Web analysis tools to determine the number of visits, clicks and conversions on your web pages
Web analytics tools make it possible to analyze a website’s audience globally, in order to understand which are the main acquisition channels (search engines, Google Ads, social networks, newsletters, etc.) but also which are the most visited web pages. This also gives marketers the ability to know the number of clicks on a webpage’s CTAs, but also which webpages are most visited in real-time.
Google Analytics is the most well-known audience analysis tool, but there are many interesting alternatives: Matomo, Piwik Pro or AT Internet Analytics Suite.
Discover the best audience analysis tools
4. Email solutions to analyze the statistics of your marketing campaigns: open rate, clicks, A/B testing, etc.
Email solutions allow you to send emails to your entire contact base, but they also have advanced statistics about your campaigns: open rate, click rate, bounce rate, reactivity rate, unsubscribe rate, etc. You can integrate your email solution with your CRM for example or link Google Analytics, which allows you to send even more targeted marketing campaigns (customer segmentation).
Some email platforms also offer to set up A/B testing for your email campaigns. So 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’s a good idea to test changing a single element: for example, the subject of the email. Avoid testing multiple changes as you don’t really know what elements actually impacted the performance of your campaigns.
Check out the best email tools
5. CRM software to get personalized reports on your marketing campaigns
The main goal of CRMs is to manage the customer relationship. These are tools for sellers, but also very interesting for marketing teams. In fact, some CRMs like Salesforce or HubSpot have marketing functions to generate leads and convert them into customers: online forms, marketing automation, chatbots, landing pages… The advantage is that it is then possible to manage its marketing campaigns very completely analyze and personalized dashboards that allow to identify relevant optimizations to be implemented.