As a marketing personnel, especially online marketer, you perform some marketing activities. By performing these, you want to achieve your goal. Some of goals are, leverage visitor engagement, get more leads and get higher conversion. To achieve these goals, you have to utilize a correct tool, so that you can turn your landing page into sales.

Special online marketing tools based on marketing goal

1. Getting high conversion on money website or landing page.

I will tell you the secret of getting a high conversion. They are, deliver a better customer experience on your page. You can serve the customer better, only if you deliver a fully engagement with them. 

Now, the question is, how do I engage with the visitor appropriately? You can obtain fully engagement with the visitor, only if you deliver special content that is suitable for the visitor (relevant with their conditions and needs).

If you can define exactly the specific needs of your visitor, then you can deliver special content that is needed by them, so that you can give them a relevant content. It is called as content personalization. 

“How do I know their needs?” It is a nice question. You can know their needs by getting an insight who your visitor is. 

There are some tools, both free and paid tools which can be utilized for knowing your visitor demographics, such as: gender, location, age, job, visited pages, products that they have bought, document that they download, keyword phrase that they type to go to your page, and so on. 

With these tools, you can personalize your content based on your visitor or customer. As I mention before, content personalization has a remarkable effect on conversion. 

Sample online marketing tools to develop content personalization

a. Google analytic.

As you can see in the picture above, by analyzing with Google analytic you will get the information below:

- your visitor’s gender 

- age

- visitor’s interest

- visitor’s behavior

- what technology they use (browser, mobile device, PC, etc.)

- their location.

So, you will get a better understanding who your users are, and you can develop a better content personalization based on the data.

b. Personyze

There are two types of sign up plans = Free and Paid.

Features of Personyze:

- Personyze can identify and target visitor based on age, gender, marital status, city, past and real-time behavior, past purchase and search keyword for purchase, etc.

After identifying your visitor, you can perform testing and optimization, finally you can monitor it on the dashboard management.

2. Getting higher number of sales on the landing page.

You feel that you have created an outstanding sales copy on your landing page. Does it work? You never know until you test it.

You can run an A/B testing or multi-variate testing to test and get a better result. By performing this test you will know which variant will generate more visitors and generate more conversions.

Based on my experience building online shop, I have run A/B testing many times to get a better conversion. Let me tell you that different pages or different page elements (image, color, text, call-to-action type) can produce different results. 

By comparing different type of pages element, you can identify what variant of pages that work the best. You can run some experiments with several variations within the landing page to get the most optimized page for conversion.

Page elements that must be tested include: text content, page design, images, layout, button, call-to-action text, call-to action button, color, and so on.

In order to get the best achievement, the only thing you must do are:

- Define web metric you want to monitor, such as: buy button click, form completion, email subscribing, etc.

- Keep monitoring and tracking with continuous feedback on performance. 

The more you run experiments, the better you obtain.

Sample online marketing tools to perform A/B testing or multivariate testing

a. Google analytic.

You can perform A/B test on Google analytics. There is a menu under Behavior, you must click Experiments to create a new experiment. Below is the sample picture of content experiments in Google analytics.

Unfortunately, content experiments in Google analytics only support A/B testing.

b. Optimizely

You can define website metric, like: engagement, click, newsletter sign-up, purchase, etc. You can integrate with other system, such as: KISSmetrics, Google Analytics. Then start testing and monitoring on the navigable dashboard. 

It is better if you read more related articles:

Example of social media marketing tools

Social media that beginners must know

Content marketing tools