Data-driven marketing: how using a conversion tracking system helped increase conversions by 25%
By Tetiana Gorbunova, Head of Sales Jooble
Traffic growth (number of visits, sessions, unique visitors) is considered the main KPI in digital marketing. However, in reality, it's more complex than it seems, and the focus gradually shifts from traffic volume to its quality. This can include data such as: where the visitor came from, how they behave on the website, which keywords they use to navigate, and whether their attributes (geography, gender, age) align with the profile of your target audience.
Tetiana Gorbunova, Head of Sales at https://jooble.org/ Jooble, a job aggregator, shared how conversion tracking systems work and how to achieve goals even with a minimal budget. This article delves into the realm of conversion tracking tools, providing insights into their effective usage. Practical techniques for leveraging tracking tools to analyze data, optimize campaigns, and achieve tangible results for clients are explored.
It's important to note that for each client, conversion can mean something different in the job niche:
- viewing a job description;
- applying for a job;
- adding a job to favourites;
- registering as a new user.
Incorrect configuration and failure to track conversions can result in missing important data that could be used to increase the number of candidates and reduce the cost per application.
Which conversion tracking system to choose
Here is the list of popular conversion tracking systems used today.
We prefer to use Google Tag Manager because it allows working with scripts directly within the Tag Manager interface, saving time, reducing errors, and minimizing the need for technical specialists.
5 key recommendations when using a tracking system: our case
These recommendations are based on lots of various cases of cooperation with our customers. Let’s see how it works, taking one of such cases.
Understand your client
Know who your client is, their goals, technical capabilities, and their team's capabilities.
Our customer runs a job board, dealing with a wide range of job opportunities. We focused on their primary goal: increasing the number of applications received through our platform. They also consider the Cost per Application and overall application volume.
Across six campaigns, the average Conversion Rate was 2.6%, below the customer's target. The CPA price was also higher than expected.
After gathering information about their goals and technical capabilities, we found they have a dedicated technical support team. This indicates they have the resources to implement a conversion tracking system. We can use a Postback URL to gather the required data.
Provide comprehensive documentation
Prepare detailed technical documentation and a user guide for the tracking system to ensure clarity for your clients.
We have various types of sites on our client list, each with their own technical features, preferences, and limitations based on the Privacy Policy. To address this, we have created detailed documentation with illustrations for each type of Conversion Tracking that we currently use.
In our specific case, we encountered technical limitations on the customer's side. As a solution, we implemented an API to link each transaction with the customer's click ID. Our developers established a daily collection of conversion data from the client's API, transferring it to our database as if the client were sending a GET/POST request to our endpoint. This process operates similarly to a Postback URL.
Offer technical support
Clients may have various questions, so having representatives from your technical team join calls and assist clients with the setup process would be helpful.
Almost every case is different from one another and has its characteristics. This one was not an exception, and we had to attract a tech representative from our side to find a best-match solution and its further implementation.
Build an analytics dashboard
Collecting data from clients is not enough. Once you determine the best tracking system for your client and successfully set it up, you need to build an analytics dashboard and create a trigger system.
After confirming and comparing the data transfer to the client-side data, we input their target data on our internal dashboard. We use Tableau to monitor customer data and identify anomalies quickly. We set campaign targets and monitor performance across various traffic sources.
Two campaigns stood out: one had a high CPA price, and the other had a low conversion rate, explaining why we missed the customer target. We analyzed the job categories of the first campaign and found that the CPC price was too high for this type of jobs. We recommended testing a lower CPC for this campaign based on similar vacancies, and the client agreed. We identified a traffic source with a low conversion rate for the second campaign and excluded it from the list of sources for this project.
Implement a trigger system
Using client-provided goal information, set up a trigger system that allows you to instantly detect underperforming campaigns and optimize them promptly, minimizing losses.
After fixing two problematic campaigns, we observed immediate positive changes the next day. Analyzing the results for the entire month, we noticed a significant 25% increase in the average conversion rate, from an initial 2.6% to 3.25%. These remarkable results were achieved by closely analyzing campaign data from the client.
Staying updated and promptly addressing issues like traffic spikes, decreased conversion rates, or increased CPA is crucial. Therefore, configuring a notification system is vital. We have implemented such a system in Tableau, allowing managers to choose their preferred channel for receiving notifications: work email or Slack.
Conclusion: conversion tracking systems depend on from company's goals
Conversion tracking is essential for digital marketers due to several reasons. It enhances budget allocation by revealing effective ads or channels, optimizes campaign performance through ROI analysis, offers insights into customer behavior across the journey, and identifies and addresses conversion bottlenecks for improved rates and revenue.
If you want to learn more about the type of tracking that suits your goals and attract more relevant candidates, https://jooble.org/partner/ppc submit an application, and we will provide you with a free consultation.
Tetiana Gorbunova is the Head of Sales at Jooble, a job search site in 67 countries. Tetiana joined the company in 2011 as a Country Manager and quickly advanced to the role of Team Lead within a couple of years. Over her 12-year tenure with the company, she has held four different roles and eventually assumed the position of Head of Sales.