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How to Use
Marketing w/o the
Shenanigans
Patrick Rauland
@BFTrick
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About me
I work in an ad agency
http://burnhamrichards.com
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About me
I build custom themes
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About me
I build custom plugins
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About me
I love yoga
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Forms
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Forms gather data
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Data helps us
understand our demo
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Traffic Trends
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Traffic Source
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User Location
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Content Popularity
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These are good -
right???
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What's wrong
about collecting data?
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Nothing!
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Nothing!
(unless it harms your
conversions)
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Even one extra field
will result in less submissions
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Phone field
reduces conversion by 5%
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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Age field
reduces conversion by 3%
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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City & State field
reduces conversion by 2%
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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Street Address field
reduces conversion by 4%
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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Using "Submit"
reduces conversion by 3%
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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Instead of Submit
use click here or go
http://www.quicksprout.com/2013/01/31/how-to-optimize-contact-forms-for-conversions/
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Forms suck!
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Can we gather data
without bothering the user?
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Yes!
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Campaign Source
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Campaign Name
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Campaign Medium
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Campaign Term
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First Visit
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Previous Visit
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Visits
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Campaign Source
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Campaign Name
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Campaign Medium
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Campaign Term
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First Visit
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Previous Visit
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Visits
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Referring URL
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Country
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State
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Zip Code
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City
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Country
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State
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Zip
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City
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Browser
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Browser Version
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Operating System
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Now we can get
Data
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Data - Bother =
Awesome
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Use Cases
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Use Case #1
Multiple Leads
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Lead #1
Time on site: 0:23
Pages visited: 2
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Lead #2
Time on site: 3:17
Pages visited: 11
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Lead #3
Time on site: 3:17
Pages visited: 11
Last page visited: Our-Awesome -
Expensive-Service.html
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Lead #4
Time on site: 3:17
Pages visited: 11
Last page visited: Our-Awesome
Expensive-Service.html
Browser: IE6
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Use Case #2
Easy Bug Reporting
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Bug Submission #1
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Bug Submission #2
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Bug Submission #2
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Use Case #3
Email Campaigns
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Use Sublists
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Questions??
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How to Use
Marketing w/o the
Shenanigans
Patrick Rauland
@BFTrick