Como você acompanha o comportamento do usuário e as conversões de sua cópia e design?

In my experience, defining clear goals and metrics is pivotal in tracking user behavior and conversions effectively. Begin by identifying key performance indicators (KPIs) like click-through rates, engagement levels, and conversion rates. Use these metrics to analyze how users interact with your copy and design. For instance, A/B testing different elements can reveal what resonates most. Remember, the goal is to craft messages and visuals that guide users towards the desired action, making adjustments based on data-driven insights to enhance performance continually.

Different pieces of media have different purposes, so each copy/ design for these pieces should also have different KPIs. Ads - Getting Clicks (the copy/design should aim to optimise for a good click-through-rate, traffic amount, and low cost-per-click) Landing page - Conversion (aim for a good conversion rate, bounce rate, average order value, sign-ups, discovery calls) Emails - Getting Responses (aim for a good open rate, response/reply rate)

I use analytics tools like Google Analytics, heat maps, and A/B testing to track user behavior and conversions, which helps me fine-tune my copy and design for optimal effect and return on investment.

I think it's clear knowledge to track already, but the exact tools to track. Here's a tip: - Ads (to track messaging) - looking at performance in different variant of visual/copy in Ad Tool like Meta Ads Manager, Linkedin Ads Manager (any social platform' ads manager) - Landing page (although Google Analytic is good to track, I found other Heatmap tool like Hotjar, Crazy Egg also helpful to see what elements of the page get the most attention) - Of course, social media tools like RivalIQ or plain in-platform' tools also help us see what content performing best to refine our copies

Talking about goals of a copy means that we need to analyse the metric that are suitable with the goals. For example, if the metric is about behaviour, we can track bounce rate, engagement rate, page retention etc. If the metric is about conversion, first we need to determine what is conclude as conversion. there some cases that conversion is numbers of leads, and another case conversion is numbers of purchase. after determining that we can use the suitable metric to track that.

The cheapest way to do A/B tests would be Meta Ads. I tested 1400+ messages through this platform. We don't need a fancy design, just an unified design with different messaging to test which converts the best. The key is to create a good system to test within the ad account such as ad sets.

I mentioned before the use these tools to track behavior. These are pretty solid. But as a long time user of these tools (have a Hotjar Pro certificate), the key to using them correctly is to filter out recordings based on the key behavior we want to track. These tools can track hundreds of recordings and it's important to categorize them in the beginning.

I swear I'm not sponsored by Hotjar and Crazy Egg but their feedback and survey features are truly helpful. They attach feedback and surveys to your landing page so marketers can know exactly what elements on the page visitors like/dislike. At least in my experience, it's easier for me to demonstrate my findings, hypotheses to my stakeholders better.