The Conversion Code, 2nd Edition

BONUS CHAPTERAnalytics: How to Track the Metrics That Matter (and What to Do Based on the Data)

One of the best things about modern marketing and sales is the data. One of the worst things about modern marketing and sales is the data.

Here's an inarguable and compelling statistic for you to remember: 100% of the marketing you never do has a 0% conversion rate.

There is no ROI if you do not try.

When I was with Quicken Loans, one of their sayings that really stuck with me was “Innovation is rewarded. Execution is worshipped.” When it comes to The Conversion Code, execution is worshipped. The devil is not in the details. The devil is not executing.

Two things matter significantly more to me than any analytics. My gut and my growth. This simple G² mindset guides my decisions much more so than page views per visitor, average time on site, cost per lead, open rate, click-through rate, or conversion rate ever will.

G² means:

• Do you feel (in your gut) that the marketing you are doing is good?
• Is your business growing?

When the answers are yes and yes, pour more gas on the fire. The better you feel about your marketing and the faster you are growing the more gas you should add.

Lead generation and conversion comprise several moving parts, such as a website, landing pages, SEO, social media, email marketing, CRM, and SMS, to name a few. Each of these comes with its own set of analytics and metrics to check. It can become very overwhelming very quickly.

Companies are even using machine ...