The goal of Pathmonk Intelligence is to analyze the growth opportunities and buying journey on your website in order to generate suggestions on how to improve and get better results.
The truth is, it’s often hard to tell why a website doesn’t bring the expected results and how to change that. Pathmonk Metrics highlights what requires attention and gives actionable suggestions for higher website lead generation.
What is Lead Generation Marketing
Lead generation is the marketing process of capturing interest in a product or service for the purpose of developing the sales pipeline. It allows marketers to nurture leads until they’re ready to buy. So in simple terms, lead generation is the process of attracting potential customers for your business online.
Most marketers understand that they need to generate more leads: 61% of B2B marketers name lead generation as one of their biggest challenges. Website lead generation is specifically relevant for both marketing and sales teams because it helps to:
- Get new leads for sales from the website
- Generate high-quality leads from the website
85% of marketers state that lead generation marketing is the most important element in their marketing strategy. Yet, only a small percentage of marketers have website analytics in place that is set up with the metrics that are required for lead generation marketing.
Website Analytics Tools are Not Made for Lead Generation Marketing
One of the most common challenges that marketers face is measuring the success of lead generation efforts. Though 80% of marketers claim to be driven by data, more than 30% struggle to properly measure lead generation success on their websites. Many marketers are left unsure on how to improve the website for higher lead generation.
The common question is: How do I capture and structure website data to convey the breadth and depth of different actions that are relevant on the website for lead generation, in such a way that I can derive actionable insights?
One challenge is that there is no general-purpose analytics tool that efficiently solves the needs of lead generation marketing. Let’s look at Google Analytics for a second, it’s the most popular analytics tool with 85% of all websites using it. It can be used on any kind of website, from a blog to an E-commerce website. The challenge is that you can’t really customize Google Analytics based on what your website does. No matter what your site is actually doing you will have to find your way through a haystack of menus and irrelevant data to find the metrics you were looking for.
Marketers that aim to generate more qualified leads from the website are typically limited to the following website metrics to determine the success of their lead generation efforts:
- Website Conversion rate
- Conversion rate outlines how many prospects, website visitors, contact recipients, etc. take the desired action and move onto the next stage of your buyer journey.
- Time to conversion
- Measuring the time taken between key conversion steps in your buyer journey offers vital insight. Discovering how many hours, days, or weeks stand between a prospect discovering your brand and inquiring about your product
As a marketer with a focus on lead generation, the job is to keep the pipeline filled with qualified leads. But most of the time more than 98% of all website visitors simply leave the website without completing the most important conversion goals, completing a demo request, click-to-calls, lead form fills, etc. So a lot of your time, effort, and money spent on lead generation will be wasted.
After more than 400+ conversations with B2B marketers in Lead Generation Marketing, we came to the conclusion that there is no simple and effective way that helps marketers to understand the entire Buying Journey on their website.
What is Buying Journey Analysis?
Buying Journey analysis is the process of measuring and analyzing the Buying Journey of the potential leads on your website. Marketers that want to generate leads from their website use buying journey data to assess the performance of each stage of the buyer’s decision-making process. By assessing each stage marketers can discover what has been successful and what still requires improvement so that they can increase website lead generation.
The Buying Journey is the process that buyers go through to become aware of, consider, and decide to purchase your product or service. With easy access to information today, buyers gain all the information they need quite independently on your website and through other online sources. So it’s no surprise that almost 70% of buyers’ journeys are done independently online and potential buyers have already completed 67% of their journeys before they talk to someone from sales.
HubSpot coined the term Buying Journey and outlined a simple yet effective separation of the 3 stages:
- Stage 1 The Awareness stage: After a buyer realizes they have a problem or pain point they are eager to find a solution and begin discovering their options.
- Stage 2 The Consideration stage: Buyers have defined their goal and are committed to addressing it. They evaluate the specific offering and start to become willing to engage with businesses.
- Stage 3 Decision Stage: Buyers have already decided on a solution category. They have a profound understanding of specific offerings and need to decide on the one that best meets their needs.
So, the question that often haunts lead-gen marketers is; How can you understand and optimize the Buying journey on your website without spending hours digging through reports, not finding a useful answer?
Pathmonk Metrics Knows Why Leads Don’t Convert & How to Fix It
Pathmonk Metrics focuses on your website Buying Journey. Our tool provides you with data that is impossible to get with Google Analytics or any other tool…
Because Pathmonk analyses each step that website visitors take in their buying journey, every click, every scroll, every tab change, every revisit, etc. This tool knows where people are in the Buying Journey and how far they are from making a decision, all thanks to Pathmonk’s AI.
Without having to set up any trigger events, reading into heatmap results, or watching countless user session videos, it tells you what you need to know to improve the Buying Journey on your website. It literally provides hands-on suggestions that tackle the specific bottlenecks on your website.
When you know why you’re losing leads and you know what you can do to tackle those challenges then you can improve the buying journey on your website.
- Your Website Buying Journey Score
- Actionable Change Suggestions
- Conversion Report
- Source Analysis
With Pathmonk Metrics, you get all the data and actionable change suggestions at a glance so you can focus on creating a better Buying Journey for your visitors.
Pathmonk Metrics is currently in beta – so you spotted it early – you can request free access here.
Pathmonk Metrics is a Marketer-Friendly Solution in Other Ways Too
- Fast setup: Set up in < 5 minutes
Pathmonk Metrics allows you to be fully independent of any developer. It’s simple to set up, in less than 5 minutes, with accurate measurements of how each traffic channel is converting, telling you exactly what to do to improve
- Fast learning curve: 4 tabs & immediately under control
- Fast loading: Analytics that keep your site speed fast
Pretty much every analytics tool out there has a performance impact on the website and therefore slows down page speed. Pathmonk Metrics is a lightweight analysis tool that doesn’t slow down your website. The script loads asynchronously which has the advantage of not slowing the page down.
- Fast insights: Benefit from Pathmonk’s AI immediately
As you read this, Pathmonk’s AI is already learning from countless lead gen pages. SO once you plug it into your page you will immediately benefit from the AI suggestions without having to crunch numbers for countless hours to get to insights.
Request Free Pathmonk Metrics Access and See for Yourself
Pathmonk Metrics is a simple, time-saving metrics tool that goes beyond the standard insights by identifying the health of the buying journey on your website. It provides you with actionable suggestions so you can address the hidden bottlenecks on your site.
You don’t need to remove your current analytics provider but rather use Pathmonk Metrics alongside your other tools, see where you get the most actionable and impactful insights. Pathmonk Metrics is currently in beta, you spotted it early, request free access here.