One of the biggest strengths of software like Infusionsoft is finding out how well you’re doing with your marketing. As a new user there are several points you should be looking at to find the baseline results. As your business grows you can target areas that need improvement and consistently test and adjust.

 Here are a few of the key areas you should track when you get started with Infusionsoft:

You may have multiple opt-ins or forms on different pages and each should be tracked. How many people opt-in for your offer from Facebook vs Twitter? Do people sign up after watching a video or in a light box?

Knowing how you best capture the attention of your audience is great and can inform you on how best to design and style future offers. You should also be measuring which offers get the most conversions, not only by numbers but percentages. An offer that converts 50% of unique viewers is more compelling than one with twice as many opt-ins converting at 5%. Focus on driving traffic to the opt-in offer that has better conversions and your advertising investments will likely pay off.

Advertising Return on Investment (ROI)

Advertising without tracking your numbers is a little like gambling with your eyes closed. You might hit it big or bust but you will likely have no idea why. By tracking which ads are converting to leads you’ll know which graphics, offers, calls to action or designs are best for your business. Especially in pay-per-click advertising you want to know that your ad is drawing the attention of the right people and then they’re taking the action you want so you can capture those leads.

Once you have the leads then you have to nurture and sell to them.  Taking this a step further, we can use the tracking abilities in Infusionsoft to measure your cost per lead, cost per prospect, and ultimately cost per customer.  This is where things get fun.  If we can find a sweet spot where the Lifetime Customer Value (LCV) of a particular lead source is higher than the cost of acquiring that customer (Cost per Customer), we’ve just found the BEST places to spend our advertising dollars to maximize our ROI.

Email Click Rates

It’s absolutely worthless to have a list of 10,000 people if you don’t know how many of those people are actively reading your emails and messages. When you start out in Infusionsoft, begin tracking the open rate of your campaigns and newsletters and test regularly to improve the open rate with better subject lines, high quality content and regular updates (without spamming your list!).

If your emails include a call to action (which they should) then you should also be tracking who is clicking and what percent of readers click on your video, sales page, register for a webinar or request more information. This not only measures the engagement level of your list but can help you determine if your offers are appealing to the list.

Finding your numbers is not about manipulating data – it’s a powerful tool to better serve your clients and followers with content that’s valuable and compelling.

Conversions

Without sales all the work up to this point is worthless. An important factor to making the sale is knowing what works and what doesn’t. So just like every other point in this process you need to test to see what works. Should you provide a discount code? Add a bonus? Send a letter in the mail? Call them and ask for the sale?

What works will depend on your business, your offers and the clients. When you get started in Infusionsoft make sure to utilize the lead tracking system to measure who the best leads are and the opportunities section to track where your prospects are in the sales pipeline.

Your goal should be to increase percentages at each point in this funnel and massively increase your traffic and pool of qualified leads.

Infusionsoft is a great tool to measure and track these metrics but it does require some set up out of the box. If you don’t have these tracking points set up or need support finding out how you can identify and tweak your campaigns to convert better contact us to learn how we can help.