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• A Complete Guide to Metrics in Google Analytics

  11 janvier 2024, par Erin

  There’s no denying that Google Analytics is the most popular web analytics solution today. Many marketers choose it to understand user behaviour. But when it offers so many different types of metrics, it can be overwhelming to choose which ones to focus on. In this article, we’ll dive into how metrics work in Google Analytics 4 and how to decide which metrics may be most useful to you, depending on your analytics needs.

  However, there are alternative web analytics solutions that can provide more accurate data and supplement GA’s existing features. Keep reading to learn how to overcome Google Analytics limitations so you can get the more out of your web analytics.

  What is a metric in Google Analytics ?

  In Google Analytics, a metric is a quantitative measurement or numerical data that provides insights into specific aspects of user behaviour. Metrics represent the counts or sums of user interactions, events or other data points. You can use GA metrics to better understand how people engage with a website or mobile app. 

  Unlike the previous Universal Analytics (the previous version of GA), GA4 is event-centric and has automated and simplified the event tracking process. Compared to Universal Analytics, GA4 is more user-centric and lets you hone in on individual user journeys. Some examples of common key metrics in GA4 are : 

  • Sessions : A group of user interactions on your website that occur within a specific time period. A session concludes when there is no user activity for 30 minutes.
  • Total Users : The cumulative count of individuals who accessed your site within a specified date range.
  • Engagement Rate : The percentage of visits to your website or app that included engagement (e.g., one more pageview, one or more conversion, etc.), determined by dividing engaged sessions by sessions.

  

  Metrics are invaluable when it comes to website and conversion optimisation. Whether you’re on the marketing team, creating content or designing web pages, understanding how your users interact with your digital platforms is essential.

  GA4 metrics vs. dimensions

  GA4 uses metrics to discuss quantitative measurements and dimensions as qualitative descriptors that provide additional context to metrics. To make things crystal clear, here are some examples of how metrics and dimensions are used together : 

  • “Session duration” = metric, “device type” = dimension 
    • In this situation, the dimension can segment the data by device type so you can optimise the user experience for different devices.
  • “Bounce rate” = metric, “traffic source/medium” = dimension 
    • Here, the dimension helps you segment by traffic source to understand how different acquisition channels are performing. 
  • “Conversion rate” = metric, “Landing page” = dimension 
    • When the conversion rate data is segmented by landing page, you can better see the most effective landing pages. 

  You can get into the nitty gritty of granular analysis by combining metrics and dimensions to better understand specific user interactions.

  How do Google Analytics metrics work ?

  Before diving into the most important metrics you should track, let’s review how metrics in GA4 work. 

  

  1. Tracking code implementation

  The process begins with implementing Google Analytics 4 tracking code into the HTML of web pages. This tracking code is JavaScript added to each website page — it collects data related to user interactions, events and other important tidbits.

  2. Data collection

  As users interact with the website or app, the Google Analytics 4 tracking code captures various data points (i.e., page views, clicks, form submissions, custom events, etc.). This raw data is compiled and sent to Google Analytics servers for processing.

  3. Data processing algorithms

  When the data reaches Google Analytics servers, data processing algorithms come into play. These algorithms analyse the incoming raw data to identify the dataset’s trends, relationships and patterns. This part of the process involves cleaning and organising the data.

  4. Segmentation and customisation

  As discussed in the previous section, Google Analytics 4 allows for segmentation and customisation of data with dimensions. To analyse specific data groups, you can define segments based on various dimensions (e.g., traffic source, device type). Custom events and user properties can also be defined to tailor the tracking to the unique needs of your website or app.

  5. Report generation

  Google Analytics 4 can make comprehensive reports and dashboards based on the processed and segmented data. These reports, often in the form of graphs and charts, help identify patterns and trends in the data.

  What are the most important Google Analytics metrics to track ? 

  In this section, we’ll identify and define key metrics for marketing teams to track in Google Analytics 4. 

  

  1. Pageviews are the total number of times a specific page or screen on your website or app is viewed by visitors. Pageviews are calculated each time a web page is loaded or reloaded in a browser. You can use this metric to measure the popularity of certain content on your website and what users are interested in. 
  2. Event tracking monitors user interactions with content on a website or app (i.e., clicks, downloads, video views, etc.). Event tracking provides detailed insights into user engagement so you can better understand how users interact with dynamic content. 
  3. Retention rate can be analysed with a pre-made overview report that Google Analytics 4 provides. This user metric measures the percentage of visitors who return to your website or app after their first visit within a specific time period. Retention rate = (users with subsequent visits / total users in the initial cohort) x 100. Use this information to understand how relevant or effective your content, user experience and marketing efforts are in retaining visitors. You probably have more loyal/returning buyers if you have a high retention rate. 
  4. Average session duration calculates the average time users spend on your website or app per session. Average session duration = total duration of all sessions / # of sessions. A high average session duration indicates how interested and engaged users are with your content. 
  5. Site searches and search queries on your website are automatically tracked by Google Analytics 4. These metrics include search terms, number of searches and user engagement post-search. You can use site search metrics to better understand user intent and refine content based on users’ searches. 
  6. Entrance and exit pages show where users first enter and leave your site. This metric is calculated by the percentage of sessions that start or end on a specific page. Knowing where users are entering and leaving your site can help identify places for content optimisation. 
  7. Device and browser info includes data about which devices and browsers websites or apps visitors use. This is another metric that Google Analytics 4 automatically collects and categorises during user sessions. You can use this data to improve the user experience on relevant devices and browsers. 
  8. Bounce rate is the percentage of single-page sessions where users leave your site or app without interacting further. Bounce rate = (# of single-page sessions / total # of sessions) x 100. Bounce rate is useful for determining how effective your landing pages are — pages with high bounce rates can be tweaked and optimised to enhance user engagement.

  Examples of how Matomo can elevate your web analytics

  Although Google Analytics is a powerful tool for understanding user behaviour, it also has privacy concerns, limitations and a list of issues. Another web analytics solution like Matomo can help fill those gaps so you can get the most out of your analytics.

  

  1. Cross-verify and validate your observations from Google Analytics by comparing data from Matomo’s Heatmaps and Session Recordings for the same pages. This process grants you access to these advanced features that GA4 does not offer.

  

  1. Matomo provides you with greater accuracy thanks to its privacy-friendly design. Unlike GA4, Matomo can be configured to operate without cookies. This means increased accuracy without intrusive cookie consent screens interrupting the user experience. It’s a win for you and for your users. Matomo also doesn’t apply data sampling so you can rest assured that the data you see is 100% accurate.

  3. Unlike GA4, Matomo offers direct access to customer support so you can save time sifting through community forum threads and online documentation. Gain personalised assistance and guidance for your analytics questions, and resolve issues efficiently.

  

  4. Matomo’s Form Analytics and Media Analytics extend your analytics capabilities beyond just pageviews and event tracking.

     Tracking user interactions with forms can tell you which fields users struggle with, common drop-off points, in addition to which parts of the form successfully guide visitors towards submission.

     See first-hand how Concrete CMS 3x their leads using Matomo’s Form Analytics.

     Media Analytics can provide insight into how users interact with image, video, or audio content on your website. You can use this feature to assess the relevance and popularity of specific content by knowing what your audience is engaged by.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

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  Final thoughts

  Although Google Analytics is a powerful tool on its own, Matomo can elevate your web analytics by offering advanced features, data accuracy and a privacy-friendly design. Don’t play a guessing game with your data — Matomo provides 100% accurate data so you don’t have to rely on AI or machine learning to fill in the gaps. Matomo can be configured cookieless which also provides you with more accurate data and a better user experience. 

  Lastly, Matomo is fully compliant with some of the world’s strictest privacy regulations like GPDR. You won’t have to sacrifice compliance for accurate, high quality data. 

  Start your 21-day free trial of Matomo — no credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

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  Choose your analytics subdomain
  

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  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

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• 9 Form Optimisation Tips to Convert More Visitors

  15 février 2024, par Erin

  Forms might seem boring — that is, until you realise how powerful they are.

  No forms mean no leads.

  No leads mean no sales.

  No sales means you’ll run out of business.

  So, what do you do ?

  Optimise forms to land more leads.

  They’re a critical part of the sales funnel.

  Forms have many different purposes and can be used to :

  • Contact a company
  • Sign up for a newsletter
  • Request a demo
  • Start a free trial
  • And more

  If you want to get more leads (and ultimately more sales), then you need to optimise your forms.

  This guide will show you exactly how to do that (so you can start getting more conversions today). 

  What is form optimisation ?

  Before we dive into form optimisation, let’s back up a bit.

  Form conversion is our primary focus.

  Your form conversion rate is the percentage of visitors who submit a form divided by the total number of visitors who started the form times one hundred.

  For example, if 5,000 people started filling out your form this month and 350 submitted the form, the conversion rate would be : 

  350 / 5,000 x 100 = 7%

  So, what’s form optimisation ?

  

  It’s simply improving your forms to increase conversion rates.

  For most people, form conversion is all about increasing leads.

  Before you begin optimising your forms, it’s important you understand what’s good (and what’s not good) when it comes to form conversions.

  The average form conversion rate across all industries is 2.9%.

  This means you should expect about 3 out of every 100 visitors who start your form to submit it.

  If your form conversion is lower — or hovering around this number — then it’s important to start optimising now.

  With Matomo, you can track your form conversions with Matomo Form Analytics. Gain powerful insights into how your visitors interact with your forms with our intuitive dashboard.

  Why it’s important to optimise your forms

  Most people hear the word “forms” and think it’s boring.

  But forms are the doorway to leads.

  If you want to generate more sales, then you need to generate great forms.

  Here are five reasons you need to optimise your forms today :

  

  1. Improve conversions

  Form optimisation is really just conversion optimisation.

  But, instead of optimising and improving your site to directly improve sales conversions, you’re increasing lead conversions.

  Every smart website owner uses forms to draw people in further.

  The reality is that most of your website visitors will never return to your site.

  This means you need to do everything you can to grab their contact information so you can continue marketing to them day in and day out.

  Otherwise, you’ll lose them forever.

  When you know how to optimise your forms, you’ll be able to get a higher percentage of form viewers to fill it out.

  Higher conversions mean you get more leads, more customers, and ultimately more revenue.

  2. Capture more leads

  When you can increase your form conversion rate from 1% to 2%, it may seem insignificant.

  What’s a measly percentage point in conversions ?

  It’s a lot.

  When you’re dealing with traffic in the tens or hundreds of thousands each month, an increase in conversion rate by a whole percentile is massive.

  Let’s say you take your conversion rate from 2% to 3% on your form, and you have 70,000 visitors view the form each month.

  Well, if 1,400 people used to sign up to your email list each month at a 2% conversion rate, then at a 3% conversion rate, you’d get 2,100 new email signups every month.

  That’s a major difference.

  When you can improve your signup forms, you improve your lead generation (which is conversion rate optimisation). And the more leads you have, the more sales you’ll make in the long run.

  3. Get the most out of your traffic

  If your forms don’t perform well, then you’re wasting your time (and your traffic).

  By analysing your form data, you can quickly see what’s working and what’s not so you can optimise and improve the user experience (and your forms).

  For most people, this means getting more form viewers to fill out the form with their email and name.

  If 50,000 people visit your site each month, but only 1% of them fill out your form, you’re only getting 500 email signups per month.

  Rather than paying money to generate more traffic, why not just work on improving your website by implementing a better form ?

  If you can increase your form conversion rate to 2%, you will immediately go from 500 new subscribers per month to 1,000 per month.

  4. Spend less on acquisition

  If you’re able to get more form signups without having to generate more traffic, you just solved a pricey problem : acquisition costs.

  If you can now get 1,000 of your 50,000 visitors to sign up to your email list through a better form, then you doubled your signups.

  But that’s not all. You just cut your acquisition costs in half.

  If you spend $2,000 per month on acquisition but you’re able to get twice as many leads, then your acquisition costs are at 50% of what they used to be.

  This means you can pay the same amount but get twice as many leads.

  Or, you can pour even more money into acquisition since it’s now twice as effective so you can fuel growth even more.

  5. Grow revenue

  Forms generate revenue. It may not be direct (although, in some cases, it is). 

  But, forms will lead to sales.

  By placing optimised forms throughout your website at the right places, you will be able to capture a percentage of your visitors as leads, which means you’ll eventually make more sales.

  13 tips to optimise your forms for more conversions

  Now that you know what forms can do and why they’re important to grow your business, it’s time to dive into the best practices.

  Follow these 13 tips to ensure you’re getting the most out of your forms :

  

  1. Set form goals

  Your forms are hopeless without a goal.

  Before you set up a form on your website, ask yourself, “What am I trying to accomplish with this form ?”

  It could be :

  • Encouraging customers to reach out through a contact form
  • To get visitors to leave feedback on your product/service
  • Convert visitors into leads by giving you their email

  No matter what your goal is, make sure you’re clear on it ; otherwise, you won’t be as targeted and specific with your forms.

  Matomo Goals helps you set specific objectives for your marketing campaigns so you’re able to easily track conversions. Whether you’re looking to capture feedback or generate leads, you can leverage Matomo to see what’s working and what’s not in seconds.

  2. Remove or improve fields with high average time spent and high drop-off rates

  Delving into your Form Analytics provides invaluable insights into individual field performance. A crucial metric to focus on is the Average Time Spent. 

  If a field stands out with a significantly higher average time spent and experiences a high drop-off rate compared to others in the form, it’s a clear indicator that it’s causing frustration or confusion for your visitors.

  To address this, consider improving the field by converting it into a dropdown menu for easier completion or providing helpful text prompts. Alternatively, if the field isn’t essential, you might opt to remove it altogether.

  When you cut down on time spent and drop-offs, you’ll see your conversion rates go up.

  

  Here’s a standout example from Matomo’s Form Analytics feature : the “Overview of your needs” field is taking on average 1 minute and 37 seconds to complete. 

  To streamline this, we might want to consider a simple fix like converting it into a dropdown menu. This change would offer visitors a clearer and quicker way to select from options.

  

  Likewise, we observe that the “Overview of your needs” field experiences the highest drop-off rate, totaling 1,732 drop-offs. 

  With Form Analytics, it becomes clear what is needed to optimise forms and increase conversions.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  3. Start with the CTA

  When crafting and optimising your forms, you need to start with the end in mind. That’s why you need to start with your business goals.

  What are you trying to do with this form ? If you want to capture more emails, then make sure that’s very clear with the call to action (CTA).

  Start building your form by beginning with the CTA.

  For example : “Sign Up Now.”

  Once you have the action you want your potential customers to take, place it on the form. Then, you can work towards crafting the rest of the form.

  4. Put it above the fold

  If your visitors can’t find your form, they won’t fill it out. It’s plain and simple.

  You need to make sure your form is visible above the fold. This is the part of the screen that’s visible to your visitors once they land on your site (without needing to scroll down).

  Always remember to test this out on both desktop and mobile to ensure anyone (using laptops or a mobile device) will see your form upon landing on your site or page.

  Don’t forget about your mobile users. More people view mobile forms than desktop forms. 

  5. Put a CTA in the headline

  Your form needs to be clear.

  You have 1-3 seconds to communicate with your site visitors what your form is all about.

  For example, if you’re trying to get email signups with a lead magnet, then tell them the benefit quickly and concisely with a CTA in the headline, like this one :

  “Subscribe to Save 10% On Your Next Order”

  This is a great example of a headline-CTA combo that tells the visitor what to do and what they get out of it.

  Matomo’s behaviour analytics features like Session Recordings let you see where visitors are clicking and spending time. For example, if people are reading the headline, but not scrolling down to read the form, it’s probably a sign you need to test a different headline.

  6. Ensure you have the right fields

  Your form fields matter.

  What information are you trying to capture from your audience ?

  One beginner mistake people make is requiring too much information and including many fields in a form.

  You want to get as much data on your audience as possible, right ? Wrong.

  If you ask for too much information, people won’t fill it out, and it will harm the user experience. You need to make it super easy.

  If you want more emails to grow your list, then stick with someone’s email (and possibly their name as well). One line for a name. One line for an email address. Keep it simple.

  If you’re after SMS as well, don’t include it on the form. Instead, create a two-step form that pops up an SMS form after someone fills out the email form.

  Multi-step forms enable you to capture those emails easily (and still get a percentage to fill out the second form) without making it seem like too much work for your audience.

  Another path is to include optional fields (that users don’t have to fill out to click submit).

  Just keep in mind that shorter forms perform better than longer ones.

  If you make them too long, it feels like work for the user and will lead to lower completion rates.

  7. Always capture email address

  If you’re unsure of what information to capture (i.e. name, number, email, occupation, age, etc.), always stick to email.

  Email is used by over 4 billion people every single day, and it’s not going away anytime soon.

  When determining which fields to include, start with email.

  

  8. Test different buttons and copy

  You need to track your form performance if you want to get the best conversions.

  One of the best form elements to start testing is your button copy.

  In most cases, form completion buttons will have the word “submit” on them.

  But you don’t have to stick with this word.

  You can (and should) experiment with different submit button copy.

  Here are a few examples of replacement words for your action button :

  • Complete
  • Sign Up
  • Join now
  • Get started

  Remember to experiment with your action button. Try a different copy. Just keep it short.

  You can also try A/B testing your form by experimenting with different colours, copy, and more.

  

  In the example above from Matomo’s A/B testing feature, we found that changing the wording of our call to action made a big difference. The new “Apply Now” button performed much better, with a 3.6% conversion rate compared to just 1.7% for the original one.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

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  9. Test static vs. popup

  There are various types of online forms.

  The most common is the static form that just sits in one place and is always there.

  Another popular form type is the popup.

  This is where a form will appear based on a certain trigger like :

  • A certain amount of time on page
  • A certain distance scrolling down the page
  • If someone is a new or returning visitor

  Depending on the form software you use, you may be able to add conditional logic.

  Start tracking your form conversions

  Form optimisation is all about conversion rate optimisation.

  If you want to increase your conversions and generate more revenue, then you need to test out different forms and know how to optimise them.

  With Matomo, you can easily track, manage, and A/B test your forms so you can improve your conversions. 

  Try Matomo free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• The Only 7 Lead Generation Tools You Need in 2024

  7 mars 2024, par Erin

  If you can’t get leads, you can’t get customers. To ensure you always have a steady stream of new customers (and revenue), you need to equip yourself with lead generation tools.

  Lead gen software does the heavy lifting for you so you can focus on providing great products and great services. With it, you’ll be able to turn more strangers into customers and grow your business.

  And you don’t need a ton of tools to get the job done, either. Consolidating your tech stack to a few select tools will help you get more done in less time (and with less confusion).

  In this article, we’ll analyse the top seven lead generation tools to help you grow your business in 2024.

  Let’s dive in.

  What is a lead generation tool ?

  A lead generation tool is software you can use to turn strangers into customers. It helps you draw customers into your sales funnel by learning their contact details, like their email address or phone number.

  

  Lead generation tools are great levers you can pull to drive high-quality leads. They remove the grunt work by automating the lead generation process. 

  Whether it’s through creating lead magnets, offering conversion rate analytics, helping you create high-quality forms or automating the lead follow-up process, lead generation tools can bring in new customers to grow your business.

  The top 7 lead generation tools in 2024

  To land more leads, you need to ensure you’re leveraging the right software. With so many to choose from, here’s just a handful of the best ones available :

  

  1. Matomo : Best conversion optimisation tool

  Matomo is an open-source website analytics tool dedicated to protecting user privacy and data. Trusted on over 1 million websites, the platform offers in-depth insights into your web traffic, including conversion data.

  

  Why Matomo ? Matomo is trusted by over 1 million websites, including the United Nations and the European Commission, making it the leading choice for privacy-focused web analytics.

  It comes equipped with a suite of conversion optimisation features to help you generate more leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.

  Standout features : In-depth visitor tracking, From Analytics, Session Recordings, A/B Testing, Heatmaps Marketing Attribution, roll-up reporting (pulling data from multiple sites), Google Analytics importing. and more.

  Integrations : Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi. and more.

  Pricing : Starts free for Matomo On-Premise and increases to $23/month for Matomo Cloud (which includes a free 21-day trial with no credit card required).

  Pros

  • 100% accurate data with no data sampling
  • Leading web analytics tool for respecting visitor privacy
  • Compliant with the strictest privacy laws, like the GDPR
  • No need for cookie consent banner (except in the UK and Germany)
  • Wide range of advanced features to optimise your website and increase conversions
  • Cloud hosting and on-premise options for flexibility

  Cons

  • Matomo On-Premise requires technical expertise (but for the less technical, the Cloud option works instantly)
  • On-Premise plugins are an additional cost

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  2. HubSpot : Best all-in-one CRM for organising leads

  HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform is dedicated to helping businesses of all sizes manage leads and customers.

  

  Why HubSpot ? HubSpot Marketing integrates seamlessly with the HubSpot CRM to help with everything from lead capture to conversion. The platform also features a free version — a great starting place for lead generation and management.

  Standout features : A robust set of no-code lead gen tools, like ads, forms, customisable landing pages, lead capture templates for potential customers, email campaigns, analytics dashboards and a free CRM to track leads.

  Integrations : Google Ads, WordPress, Jotform, Facebook Ads, Magento, Shopify, Weebly, WordPress, Zapier and Drupal.

  Pricing : Starts free for anyone and increases to $800/month for a professional plan.

  Pros

  • User-friendly interface
  • All-in-one lead management solution
  • Easy integration with HubSpot CRM
  • Simple analytics for beginners
  • Includes landing page tools
  • Offers email marketing tools to nurture leads

  Cons

  • Free version has limited functionality
  • Expensive jump to paid plans

  3. Leadfeeder : Best for finding warm B2B leads

  Leadfeeder is a business-to-business (B2B) marketing tool that shows B2B brands which companies are visiting their websites and gives them contact information to reach out to the right decision-makers.

  

  Why Leadfeeder ? Leadfeeder simplifies outreach for B2B organisations because it shows you what businesses are interacting with your website. Rather than trying to reach out to completely cold leads, the tool highlights brands that are already checking out your content and offerings.

  Standout features : Many account-based marketing (ABM) tools enable you to discover B2B accounts with insights into when you should contact them after they visit your site, as well as their job titles. The platform also includes a range of features that notify you and your sales team when qualified B2B leads come to your site so that you can move to capture them quickly.

  Integrations : Zoho, Google Chat, Pipedrive, Salesforce, Google Looker Studio, ActiveCampaign, HubSpot, Mailchimp, Microsoft Dynamics and Slack.

  Pricing : Starts at $139/month (includes a 14-day free trial).

  Pros

  • Easily find prospective customers
  • Track website visitors and potential customers freely
  • Simple filtering capabilities

  Cons

  • Few integrations available
  • Can be difficult to contact customer support

  4. OptinMonster : Best all-in-one lead generation form tool

  Founded in 2013, OptinMonster has over 1.2 million users worldwide. It offers a wide range of lead gen tools led by robust form tools that turn your target audience into leads.

  

  Why OptinMonster ? The platform is one of the most reputable lead generation platforms available. With nearly 100 lead capture templates, it’s highly customisable to almost any business looking to begin capturing leads with different forms.

  Standout features : 95 customisable form templates, drag-and-drop builders, onsite retargeting, segmentation, A/B testing and exit-intent popups that present forms when a user is about to leave the site.

  Integrations : Constant Contact, ConvertKit, ActiveCampaign, Salesforce Pardot, Campaign Monitor, HubSpot, Jilt, Keap and Mailchimp.

  Pricing : Starts at $16/month (no free trial offered).

  Pros

  • Easy drag-and-drop form-builder
  • Wide range of form templates
  • Customisable forms for any business
  • Simple A/B testing to help optimise form performance

  Cons

  • No free trial available
  • Growth features, like onsite retargeting, are only available on higher-tiered plans

  5. Intercom : Best live chat tool for capturing leads

  Intercom is one of the top live chat tools for helping businesses maintain solid communication with their customers. Founded in 2011, this live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.

  

  Why Intercom ? Intercom is a live chat tool first. But many people don’t know it’s also a simple lead capture tool. When people think of lead generation, they think of static or popup forms. But Intercom allows you to capture forms directly within a live chat conversation.

  Standout features : Lead generation via live chat that allows you to naturally capture potential customers’ information to turn them into a lead. The tool also comes equipped with chatbots that can automate the communication and lead gen process on autopilot.

  Integrations : Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.

  Pricing : Starts at $39/month (with a 21-day free trial).

  Pros

  • Live chat lead gen capture
  • Chatbot lead generation automation
  • Wide range of integrations and apps
  • User-friendly interface

  Cons

  • Fairly expensive for small businesses
  • Customer support isn’t the fastest

  6. Callingly : Best for making inbound calls with leads

  Callingly is a sophisticated call software that lets you get the most out of every inbound call you get from leads. Founded in 2019, this software company gives valuable insights into your inbound call leads, pulling information from various integrations and forms.

  

  Why Callingly ? Callingly is a robust call software that gathers lead information through forms, lead magnets, landing pages and forms. The software also has intelligent routing, which sends a call to the most relevant salesperson.

  Standout features : Advanced lead routing ensures inbound leads are directed to the most appropriate sales rep based on their unique needs and geographic location. The tool is also equipped with call tracking, analytics, lead source tracking and more to help personalise the experience for quick capture and conversion of leads.

  Integrations : ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.

  Pricing : Starts at $49/month (with a 14-day free trial).

  Pros

  • Instantly see robust caller information based on previous interactions
  • Intelligent routing places leads with the right sales reps
  • Call recordings to capture data and transfer it into your CRM
  • Voicemail and caller ID capabilities
  • Reporting and analytics for performance tracking

  Cons

  • Doesn’t include lead segmentation
  • Limited customisations
  • No email integration

  7. Notion : Best for creating informational lead magnets

  Notion is one of the most popular collaboration tools on the Internet. Founded in 2013, the platform has over 35 million users worldwide. While it’s known primarily for its advanced note-taking capabilities, Notion is also a simple tool you can use to create informational lead magnets.

  

  Why Notion ? Notion is a simple yet powerful tool you can use to create almost anything. If you want to generate more leads, then creating a free info product with Notion is a simple and effective way to do that. It enables you to create ebooks, digital courses and video courses without having to rely on expensive software.

  Standout features : Documentation tools, note-taking, collaborative documents and duplication capabilities. It’s simple to create a high-value informational product, like an ebook or course with multiple chapters.

  Integrations : Audienceful, Miro, Momentum, Slack, ChatGPT, Clockify, Desktop.com, SureTriggers, Trello and Google Drive.

  Pricing : Starts at $8/month (no free trial available).

  Pros

  • Easy to create a digital product or lead magnet
  • Leads have access with a simple link
  • Lead magnet can be updated in real time
  • AI writing assistant
  • Drag-and-drop functionality
  • User-friendly interface
  • Low-cost pricing plans

  Cons

  • No free trial available (though there is a free version)
  • Search function could use some improvement
  • Performance isn’t the fastest

  Use Matomo to generate more leads

  If you want more leads, then you need to start tracking your website’s forms.

  With Matomo, you get access to features like Form Analytics, A/B Testing, Heatmaps, and Session Recordings to help with conversion rate optimisation.

  Recently, Concrete CMS leveraged Matomo’s funnel analysis feature to improve its lead capture. The CMS was then able to identify bottlenecks in user onboarding. Matomo’s insights showed that users were getting stuck at the address input stage of the form.

  By tweaking their form, Concrete CMS tripled their leads in just a few days.

  If you want to improve your lead generation, then get started with Matomo’s 21-day free trial today. No credit card required.

  Try Matomo for Free

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