[Case Study] How To Use A Custom Landing Page To Support & Track Integrated Marketing Campaigns

Your company is ready to launch its latest campaign. This is the one, the biggest deal of the year.

Peter1Your agency is planning an all-out blitz using traditional marketing channels such as Direct Mail, Print, and Radio. They’re planning to accompany these with digital marketing solutions such as PPC, Social Media, Email Marketing, and Web Development. It’s the real deal.

But wait, that’s a lot to manage, and even more to try and report on. How will you know which channels drove the most traffic and more importantly – goal completions*? You know digital can be measured, but how can you gauge the success of traditional channels such as Radio or Print? How can your agency do this simply, effectively, and affordably?

Build a custom landing page, and use Google Analytics to track.

Sound strange? Too easy? That’s okay. I’ve provided a detailed example of how we did just that and generated 1400+ goal completions, below:

Overview

Chuze Fitness, a chain of gyms in Southern California and Arizona, engaged with IMI to help promote their best deal of the year – the annual $1 enrollment for their 12 locations.

In the past Chuze Fitness had experienced great success using Direct Mail, Print, and Radio, but always struggled with reporting and determining how effective each channel was in driving membership signups. This year they wanted to incorporate digital solutions and were determined to track the effectiveness of their marketing efforts. To help accomplish this, IMI built a custom landing page with creative and copy to support the campaign.

More importantly, we created a custom landing page that could actually track the results of the campaign.

*In the case of Chuze Fitness, a goal completion was defined as an on-click event for the ‘Join Now’ button that sends users to their 3rd party web portal for new members.

Here’s what we did for each channel (digital and traditional) and how we used the landing page & Google Analytics to track:

Digital

PPC

We developed ad copy and Call to Action’s (CTA’s) to support the promotion, geo-targeted by zip code, and drove traffic to the /enroll landing page. As the campaign went on, we adjusted the copy to reflect the amount of time remaining, creating a sense of urgency for our prospects.

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How to track using Google Analytics:

  • Set date rate – length of campaign
  • Segment traffic by Medium – matches regex – ^(cpc|ppc|cpa|cpm|cpv|cpp)$ (or more commonly known as Paid Search Traffic)
  • View Goal URLs by goal completion location – /enroll

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Result:

  • 959 event completions (3 week period)

 

Display

We developed creative to support the promotion, geo-targeted by region, and drove traffic to the /enroll landing page. We also utilized a remarketing pixel that served ads to anyone whom landed on our page and did not convert (regardless of channel).

This helped to support all traffic being driven to our landing page, further driving event completions.

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How to track using Google Analytics:

  • Set date rate – length of campaign
  • Segment traffic by Medium – contains display
  • View Goal URLs by goal completion location – /enroll

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Result:

  • 98 event completions

Social Media

We ran Facebook ads targeted at friends of current fans and users in the area that fit our target demographic. By re-purposing the creative from our Display campaign, we saved on budget and increased brand recognition between the channels! All traffic was sent to the /enroll landing page.

Peter6 How to track using Google Analytics:

  • Set date rate – length of campaign
  • Acquisition – Campaigns – [campaign name]
  • View # of Goal Completions by Source/Medium

Peter7

Result:

  • 631 event completions

Email Marketing

We sent a highly targeted email blast to former members, and another to current members encouraging them to share with their friends & family.

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How to track using Google Analytics:

  • Set date rate – length of campaign
  • Acquisition – Channels – Email
  • View # of Goal Completions by Landing Page (/enroll)

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Result:

  • 107 event completions

Traditional

Direct Mail

We developed a direct mail piece with a CTA (enroll now) and design elements that intended to create a sense of urgency amongst our prospects (our best deal of the year). The CTA was simple – go to our landing page and enroll. The landing page allowed us to track Direct Mail as a referral source!

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Print

A very similar approach was taken with Print. We re-purposed some of the creative from Display & Direct Mail (again, saving on budget!) and utilized the same CTA of enrollment online! Boom, another source we could track.

Radio

For Radio, we wrote a custom script to be featured on local stations and Pandora. The CTA was again designed to create a sense of urgency amongst our prospects by placing an emphasis on the end date of the campaign, the fact that it was the best deal of the year, and to enroll online, NOW!

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How to track using Google Analytics**:

  • Set date range – length of campaign
  • Segment traffic by channel – Direct*
  • View Goal Completions by Landing Page (/enroll)

**We could assume all direct traffic to the landing page came from our Direct Mail, Print, and Radio ads due to the fact that the /enroll page was nofollow noindexed on the site. This means a user could not locate the landing page via organic search or by navigating the website, they had to come from a direct source.

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Result

  • 28 event completions

How we would have tracked and reported, even better, with an infinite budget:

Unique URL’s

If you are not operating under a limited budget, I highly recommend creating unique URL’s for each Direct Mail, Print, and Radio piece with all URL’s redirecting to /enroll (or in your case /landingpagename).

For example – /enroll/Carlsbad1 or /enroll/Tucson1

The more URL’s, the better.

These URL’s allow you to pinpoint exactly where traffic came from. Depending on how granular you wish to get, you can segment by the campaign (Direct, Print, Radio) and the location (one of 12 locations). You would need 36 redirecting URL’s to accomplish this for the example above. Not an easy feat, but can have a major payoff!

So remember next time you’re ready to launch your big campaign, ask yourself – do you have a landing page?

 

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