Presented by Marco Ponce by LeadsMarket

1. Top 5 Tools & Hacks to Optimize Your Offers
for Success and 5 Benefits You Receive
By Marco Ponce (Head of Optimization @ LeadsMarket.com)

2. op·ti·mi·za·tion
the action of making
the best or most
effective use of a
situation or resource.
Our resource is our website!
noun

3. Problem:
You can’t optimize
what you don’t
measure.

4. Solution:
Implement tools to help
you measure, target and
optimize.
Free & paid tools will be
provided to help guide you
through the chaos of
marketing technology.

5. About Me
Head of Optimization with
LeadsMarket.com (a network)
which paid out $48M in affiliate
commissions as of 2018.
About LeadsMarket.com
● Short-Term Loans
& Personal Loans
○ Leads
○ Clicks
○ Calls
○ US & UK Markets
● Over 460 Active Affiliates
● Optimized Forms

6. Chronological
Order of Events
(Pun Intended)
I like to track and analyze a lot of events
Types of tools covered
with top tool pick in each:
1. Event Tracking
2. Funnel Tracking
3. Session Replay & Heatmapping
4. Experimentation
5. Automated Web Testing

7. #1: Event Tracking

8. Description & Solutions
Event Tracking
● Allows you to get more granular
data than just pageviews
● Can be highly targeted actions!
○ Based on custom goals
○ Needs custom development
Solutions
● Google Tag Manager (GTM)
events to Google Analytics (Free)
○ Debug events with Google
Tag Manager preview tool
● Heap
● FullStory

9. Tool of Choice
For Event Tracking
Google Tag Manager
tagmanager.google.com
Why:
1. Develop once and syndicate
out to other tools
2. Easy self-serve
3. Good versioning system
4. FREE

10. Quick Hack
Develop events for Google Tag
Manager ONCE and then
syndicate out to other tools for
ingestion into those platforms.
This allows for develop time to
be shorter and tool
implementation to become
faster!
BONUS: Value parameter can
pass time on step also!
Custom Event Triggers

11. Event Hierarchy
From Google Tag Manager (GTM) you
will have to have at least 3 parameters
covered.
1. Event name
a. Generally the topic
2. Category
a. Self-explanatory
3. Action
a. Click, Popup displayed,
etc
4. Value
a. Can pass back time it
took to complete action
Event Name
Category
Action > Label > Value

12. Key Benefit
For Event Tracking
Helps you DRILL DOWN
ON ACTIONS people take
on your website and not
just what pages they hit

13. #2: Funnel Tracking

14. Description & Solutions
Funnel Tracking
● The act of tracking starting point
and end point user will take on
your website
○ With events it could be by
field or step
● Let you see key drop-off points
Solutions
● Google Analytics
○ Pageview Funnel
○ Virtual Pageviews From
Events
● Heap
● FullStory

15. Tool of Choice
For Funnel Tracking
Heap Analytics
heapanalytics.com
Why:
1. Event driven data visualization
2. You can create funnels with
pageviews and events
3. Excellement segmentation
options
4. Retroactive event capture and
naming

16. Quick Hack
Using Heap Analytics you can
start with a pageview and then
transition into events specific to
single page application.
Heap also allows for more steps
captured than Google Analytics.
Example Funnel Report
Transitions from pageview to events on single-page multi-step form
and has way more steps than allowed on Google Analytics funnel
visualization report

17. How it works
Step 1
Google Tag Manager
sends event to Heap
Step 2
Heap collects events to
then have you create
sequential report on
Step 3
Report in Heap can then
be segmented
interpreted

18. Key Benefit
For Funnel Tracking
Helps you IDENTIFY KEY
AREAS OF
IMPROVEMENT to fix
bugs and/or user
experience

19. #3: Session Replay
& Heatmaps

20. Description & Solutions
Session Replay +
Heatmaps
● Allows you to SEE the actions
being taken by your users while
heatmaps collect the actions
that could be taken on items that
are NOT intended to be clicked
on or receive errors
Solutions
● FullStory
● Crazy Egg
● Hotjar

21. Tool of Choice
For Session Replay & Heatmaps
FullStory
fullstory.com
Why:
1. Excellent video recordings of
users while keeping high
security fields private
2. Console log of bugs that can
be detected by dev tools
3. Collects actions like “rage
clicks” and “dead clicks”

22. Quick Hack
Get dev tools add-on for
FullStory to allow you to collect
console log files from users to
see errors and bugs.
Then setup segments with errors
so that you can monitor any
bugs that may arise proactively.
Example Rage Click Replay

23. Key Benefit
For Session Replay & Heatmaps
Helps you SEE THE USER
EXPERIENCE and capture
log files to see bug errors
and report to IT with a
simple shortlink

24. #4: Experimentation

25. Description & Solutions
Experimentation
● A must for being able to test new
designs out with a well thought
out hypothesis.
● Allows you to split test urls or
has visual editor for you to do
minor adjustments.
Solutions
● Google Optimize (Free)
● Optimizely
● VWO
● Freshmarketer

26. Tool of Choice
For Experimentation
Freshmarketer
freshmarketer.com
Why:
1. The best value in the space
2. Fast reporting
3. “Custom attributes”
segmentation of results
4. Polling and other subtools
5. “All-In-One Conversion
Optimization Suite”

27. Quick Hack
Use Freshmarketer “custom
attributes” feature which are
collected from events
syndicated from GTM.
This will allow you to target all
and tag users as they come in to
segment out later based on your
criteria and not just device or
behavioral data.
Example Report

28. Key Benefit
For Experimentation
IMPLEMENTATION
ACROSS ALL USERS by
being able to split traffic,
tag users via events fired
and segment out later in
reporting

29. #5: Automated Web Testing &
Monitoring

30. Description & Solutions
Automated Web Testing
● This is a tool that follows a script
set by the user that tells it what
to do on a website
● Scheduled testing will show if
new experiments break things
and alert if issues arise
Solutions
● Ghost Inspector
● TestCraft

31. Tool of Choice
For Automated Web Testing
& Monitoring
Ghost Inspector
ghostinspector.com
Why:
1. Easy to script out new process
via Chrome Extension
2. Intervals and notifications are
quick to set up
3. Low learning curve for non-
developers

32. Quick Hack
Create tests for every facet of
your website/offer. From
logging in to submitting a new
order. This can even look for
error on front-end UI or source
code.
When test fails, Ghost Inspector
will tell you what step failed, play
back video of the test and show
you a screenshot of end point of
test.
Example Test

33. Key Benefit
For Automated Web Testing
& Monitoring
PEACE OF MIND and
proactive alerts via email,
and/or Slack to you or
your team when issues
arise

34. The Top 5 Tools
1. Event Tracking (DRILL DOWN ON ACTIONS)
○ tagmanager.google.com
2. Funnel Tracking (IDENTIFY KEY AREAS)
○ heapanalytics.com
3. Session Replay & Heatmaps (SEE THE USER EXPERIENCE)
○ fullstory.com
4. Experimentation (IMPLEMENTATION)
○ freshmarketer.com
5. Automated Web Testing & Monitoring (PEACE OF MIND)
○ ghostinspector.com

35. Thank you
For Your Time
linkedin.com/in/marcoponce
marco@leadsmarket.com