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Analyzing Your Inbound Campaign Results

Analyzing Your Inbound Campaign Results

Once you've associated some content with a campaign and let the campaign run its course, you'll be ready to review the results of your campaign. It's time to analyze what worked and what needs tweaking to achieve better results going forward.

Were your goals for this campaign related to Visits, Contacts, or Customers? We've found that focusing on one of these specific segments gives the clearest vision of success.


  • Visits - You should focus on visits if you are just getting started with your website, or if you already have good conversion rates for visits to leads and leads to customers, but need additional traffic to add some fuel to the fire.
  • Contacts - You'll want to focus on Contacts if you are satisfied with the amount of traffic to your content, but you are not getting enough leads for sales. This is the segment that most HubSpot users focus on
  • Customers - Focus on this If you are getting a healthy amount of traffic to your content, visitors are converting on forms, but the leads just aren't ready to close into customers

Visits

If you're looking to increase visits to your site, take a look at your content strategy. Did your blog posts, social posts and/or landing pages associated with this campaign make an impact on site visits? You can find out what's driving traffic to your site (and, therefore, what's not) with the Sources Report as well as within the campaign overview screen. You can also access the report by clicking on the numbers right in the Marketing Performance chart on the Dashboard

Contacts

When you're analyzing how your landing pages performed in a campaign, first check to see if your visitors were successfully converted into contacts and customers through the campaign. If you didn't gain any contacts from a campaign, that probably means that the offers associated with the campaign didn't really resonate with your visitors. While disappointing, this is still valuable information. Now you know you'll need to try different offers the next time you create a campaign for this audience.

That said, if you're having trouble getting to your ideal number of new contacts for your time frame, it's worth checking out what content contacts in the past 3-6 months have converted on. What were those pages -- were they landing pages holding an offer that your contacts loved? Was it an email send that did particularly well? Was it a great call-to-action on a site page that just demanded clicks like it was it's job? (To be fair, that is it's job...) Whatever the case may be, take what you know and run with it.

Customers

If the landing pages generated contacts but did not generate customers, you'll want to reevaluate the nurturing and follow-up process that you established for this campaign. To help with this process find the newest five to 10 customers for your company and check out their contact record, which you can find in Contacts > Contacts Home by searching for those individual contacts. Can you find any similarities on these records? Make sure to check for similar Personas, content they've consumed, or any other conversion that might give you some insight into why they became your customer. If you spot something, see if you can do it again with qualified leads. Chances are if it worked for a few, it could work for a few others, too. Review your lead-nurturing Workflows (available in our Professional / Enterprise packages) or by running targeted campaigns to them through another Campaign directed at these new leads.


Pro-tip: Review your campaign performance consistently. Don't wait till the campaign period is over, check on progress during the promotion period. What were the SMART Goals and how are we trending?

Important Metrics to Analyze:

1. Visitor-to-Contact Rate
2. Contact-to-Customer Rate
3. Visitor-to-Customer Rate
4. Click Through Rate
5. Submission Rate
6. Delivery, Open, Click Rate
7. Engagement/ Interaction Rate

Compare your marketing performance to:

  • Your previous month
  • Your three month average
  • Your goals

     

Identify which conversion rate is seeing the most success and which you need to improve upon.

  • ASK YOURSELF: Has one conversion rate been on a downward trend? Is one farther from the goals you’ve set?
    • If you don’t have any previous data to refer to, in general your website should be converting at least 1-2% of traffic into leads.

Next: Learn how to optimize your campaign performance by moving on to the next track