Measure prospect acquisition and conversion
1. Create a spreadsheet with six columns titled Version, Views, Time Spent, Bounce Rate, Click on Pop-Up, and Form Submitted.
Enter Original landing page in the Version column.
2. Identify the number of times and the average time your landing page was viewed by opening Google Analytics, navigating to Behavior > Site Content > All Pages, and clicking on the URL of your landing page.
The report will show the number of times your URL has been accessed and the number of unique visitors. Enter the number of total page views in the Views column of your spreadsheet. Enter the average time your page was viewed in the Time Spent column of your spreadsheet.
3. In the fifth column of the same report, Google Analytics shows the URL's bounce rate.
Copy the bounce rate percentage to the Bounce Rate column of your spreadsheet.
4. Identify the number of times your pop-up has been opened by opening Google Analytics > Events Report > Events and clicking on the Event category.
From the top of the page, select Weekly data. Enter the number of times your pop-up was opened in a week in the Click on Pop-Up column of your spreadsheet.
5. Track the number of time prospects filled in the form by opening Google Analytics and navigating to Conversions > Goals > Overview.
Copy the number of times a goal has been submitted to the Form Submitted column of the spreadsheet.
6. Create an A/B test for your landing page with changed page elements and measure the amount of time people spend on your page.
Start two new rows in your spreadsheet for each test and name them something like Headline Test A and Headline Test B. Repeat steps 2-5 for the A/B test variations.
7. Test different pop-up variations by adjusting and changing the pop-up attributes such as text, call to action, dimension, positioning, or color.
Start two new rows in your spreadsheet for each test and name them something like Pop-Up Test A and Pop-Up Test B. Repeat step 4 for each pop-up variation. Introduce each variation after tracking the previous one for enough time to capture enough data for insights, for example 1 week.
8. Open the form submission and test changes to the welcome text they are seeing when opening the pop-up.
Change the information request sequence and the description of the value you provide your user in exchange for their personal information. Start two new rows in your spreadsheet for each test and name them something like Form Test A and Form Test B. Repeat step 5 for each form variation.
9. Use the information gathered in the spreadsheet to identify which adjustments of your funnel journey increased the number of prospects acquired.
Keep track of which pop-up or form submission works better and increase your efforts to generate more traffic to your website.