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7 Ecommerce Metrics to Track and Improve in 2024
12 avril, par ErinYou can invest hours into market research, create the best ads you’ve ever seen and fine-tune your budgets. But the only way to really know if your digital marketing campaigns move the needle is to track ecommerce metrics.
It’s time to put your hopes and gut feelings aside and focus on the data. Ecommerce metrics are key performance indicators that can tell you a lot about the performance of a single campaign, a traffic source or your entire marketing efforts.
That’s why it’s essential to understand what ecommerce metrics are, key metrics to track and how to improve them.
Ready to do all of the above ? Then, let’s get started.
What are ecommerce metrics ?
An ecommerce metric is any metric that helps you understand the effectiveness of your digital marketing efforts and the extent to which users are taking a desired action. Most ecommerce metrics focus on conversions, which could be anything from making a purchase to subscribing to your email list.
You need to track ecommerce metrics to understand how well your marketing efforts are working. They are essential to helping you run a cost-effective marketing campaign that delivers a return on investment.
For example, tracking ecommerce metrics will help you identify whether your digital marketing campaigns are generating a return on investment or whether they are actually losing money. They also help you identify your most effective campaigns and traffic sources.
Ecommerce metrics also help you spot opportunities for improvement both in terms of your marketing campaigns and your site’s UX.
For instance, you can use ecommerce metrics to track the impact on revenue of A/B tests on your marketing campaigns. Or you can use them to understand how users interact with your website and what, if anything, you can do to make it more engaging.
What’s the difference between conversion rate and conversion value ?
The difference between a conversion rate and a conversion value is that the former is a percentage while the latter is a monetary value.
There can be confusion between the terms conversion rate and conversion value. Since conversions are core metrics in ecommerce, it’s worth taking a minute to clarify.
Conversion rates measure the percentage of people who take a desired action on your website compared to the total number of visitors. If you have 100 visitors and one of them converts, then your conversion rate is 1%.
Here’s the formula for calculating your conversion rate :
Conversion Rate (%) = (Number of conversions / Total number of visitors) × 100
Using the example above :
Conversion Rate = (1 / 100) × 100 = 1%
Conversion value is a monetary amount you assign to each conversion. In some cases, this is the price of the product a user purchases. In other conversion events, such as signing up for a free trial, you may wish to assign a hypothetical conversion value.
To calculate a hypothetical conversion value, let’s consider that you have estimated the average revenue generated from a paying customer is $300. If the conversion rate from free trial to paying customer is 20%, then the hypothetical conversion value for each free trial signup would be $300 multiplied by 20%, which equals $60. This takes into account the number of free trial users who eventually become paying customers.
So the formula for hypothetical conversion value looks like this :
Hypothetical conversion value = (Average revenue per paying customer) × (Conversion rate)
Using the values from our example :
Hypothetical conversion value = $300 × 20% = $60
The most important ecommerce metrics and how to track them
There are dozens of ecommerce metrics you could track, but here are seven of the most important.
Conversion rate
Conversion rate is the percentage of visitors who take a desired action. It is arguably one of the most important ecommerce metrics and a great top-level indicator of the success of your marketing efforts.
You can measure the conversion rate of anything, including newsletter signups, ebook downloads, and product purchases, using the following formula :
Conversion rate = (Number of people who took action / Total number of visitors) × 100
You usually won’t have to manually calculate your conversion rate, though. Almost every web analytics or ad platform will track the conversion rate automatically.
Matomo, for instance, automatically tracks any conversion you set in the Goals report.
As you can see in the screenshot, your site’s conversions are plotted over a period of time and the conversion rate is tracked below the graph. You can change the time period to see how your conversion rate fluctuates.
If you want to go even further, track your new visitor conversion rate to see how engaging your site is to first-time visitors.
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Cost per acquisition
Cost per acquisition (CPA) is the average cost of acquiring a new user. You can calculate your overall CPA or you can break CPA down by email campaign, traffic source, or any other criteria.
Calculate CPA by dividing your total marketing cost by the number of new users you acquire.
CPA = Total marketing cost / Number of new users acquired
So if your Google Ads campaign costs €1,000 and you acquire 100 new users, your CPA is €10 (1000/100=10).
It’s important to note that CPA is not the same as customer acquisition cost. Customer acquisition cost considers the number of paying customers. CPA looks at the number of users taking a certain action, like subscribing to a newsletter, making a purchase, or signing up for a free trial.
Cost per acquisition is a direct measure of your marketing efforts’ effectiveness, especially when comparing CPA to average customer spend and return on ad spend.
If your CPA is higher than the average customer spend, your marketing campaign is profitable. If not, then you can look at ways to either increase customer spend or decrease your cost per acquisition.
Customer lifetime value
Customer lifetime value (CLV) is the average amount of money a customer will spend with your ecommerce brand over their lifetime.
Customer value is the total worth of a customer to your brand based on their purchasing behaviour. To calculate it, multiply the average purchase value by the average number of purchases. For instance, if the average purchase value is €50 and customers make 5 purchases on average, the customer value would be €250.
Use this formula to calculate customer value :
Customer value = Average purchase value × Average number of purchases
Then you can calculate customer lifetime value using the following formula :
CLV = Customer value × Average customer lifespan
In another example, let’s say you have a software company and customers pay you €500 per year for an annual subscription. If the average customer lifespan is 5 years, then the Customer Lifetime Value (CLV) would be €2,500.
Customer lifetime value = €500 × 5 = €2,500
Knowing how much potential customers are likely to spend helps you set accurate marketing budgets and optimise the price of your products.
Return on investment
Return on investment (ROI) is the amount of revenue your marketing efforts generate compared to total spend.
It’s usually calculated as a percentage using the following formula :
ROI = (Revenue / Total spend) × 100
If you spend €1,000 on a paid ad campaign and your efforts bring in €5,000, then your ROI is 500% (5,000/1,000 × 100).
With a web analytics tool like Matomo, you can quickly see the revenue generated from each traffic source and you can drill down further to compare different social media channels, search engines, referral websites and campaigns to get more granular view.
In the example above in Matomo’s Marketing Attribution feature, we can see that social networks are generating the highest amount of revenue in the year. To calculate ROI, we would need to compare the amount of investment to each channel.
Let’s say we invested $1,000 per year in search engine optimisation and content marketing, the return on investment (ROI) stands at approximately 2576%, based on a revenue of $26,763.48 per year.
Conversely, for organic social media campaigns, where $5,000 was invested and revenue amounted to $71,180.22 per year, the ROI is approximately 1323%.
Despite differences in revenue generation, both channels exhibit significant returns on investment, with SEO and content marketing demonstrating a much higher ROI compared to organic social media campaigns.
With that in mind, we might want to consider shifting our marketing budget to focus more on search engine optimisation and content marketing as it’s a greater return on investment.
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Return on ad spend
Return on ad spend (ROAS) is similar to return on investment, but it measures the profitability of a specific ad or campaign.
Calculate ROAS using the following formula :
ROAS = Revenue / Ad cost
A positive ROAS means you are making money. If you generate €3 for every €1 you spend on advertising, for example, there’s no reason to turn off that campaign. If you only make €1 for every €2 you spend, however, then you need to shut down the campaign or optimise it.
Bounce rate
Bounce rate is the percentage of visitors who leave your site without taking another action. Calculate it using the following formula :
Bounce rate = (Number of visitors who bounce / Total number of visitors) × 100
Some portion of users will always leave your site immediately, but you should aim to make your bounce rate as low as possible. After all, every customer that bounces is a missed opportunity that you may never get again.
You can check the bounce rate for each one of your site’s pages using Matomo’s page analytics report. Web analytics tools like Google Analytics can track bounce rates for online stores also.
Bounce rate is calculated automatically. You can sort the list of pages by bounce rate allowing you to prioritise your optimisation efforts.
Don’t stop there, though. Explore bounce rate further by comparing your mobile bounce rate vs. desktop bounce rate by segmenting your traffic. This will highlight whether your mobile site needs improving.
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Click-through rate
Your clickthrough rate (CTR) tells you the number of people who click on your ads as a percentage of total impressions. You can calculate it by dividing the number of clicks your ad gets by the total number of times people see it.
So the formula looks like this :
CTR (%) = (Number of clicks / Total impressions) × 100
If an ad gets 1,000 impressions and 10 people click on it, then the CTR will be 10/1,000 × 100 = 1%
You don’t usually need to calculate your clickthrough rate manually, however. Most ad platforms like Google Ads will automatically calculate CTR.
What is considered a good ecommerce sales conversion rate ?
This question is so broad it’s almost impossible to answer. The thing is, sales conversion rates vary massively depending on the conversion event and the industry. A good conversion rate in one industry might be terrible in another.
That being said, research shows that the average website conversion rate across all industries is 2.35%. Of course, some websites convert much better than this. The same study found that the top 25% of websites across all industries have a conversion rate of 5.31% or higher.
How can you improve your conversion rate ?
Ecommerce metrics don’t just let you track your campaign’s ROI, they help you identify ways to improve your campaign.
Use these five tips to start improving your marketing campaign’s conversion rates today :
Run A/B tests
The most effective way to improve almost all of the ecommerce metrics you track is to test, test, and test again.
A/B testing or multivariate testing compares two different versions of the same content, such as a landing page or blog post. Seeing which version performs better can help you squeeze as many conversions as possible from your website and ad campaigns. But only if you test as many things as possible. This should include :
- Ad placement
- Ad copy
- CTAs
- Headlines
- Straplines
- Colours
- Design
To create and analyse tests and their results effectively, you’ll need either an A/B testing platform or a web analytics solution like Matomo, which offers one out of the box.
Matomo’s A/B Testing feature makes it easy to create and track tests over time, breaking down each test’s variations by the metrics that matter. It automatically calculates statistical significance, too, meaning you can be sure you’re making a change for the better.
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Top 5 Customer Segmentation Software in 2024
12 mars, par ErinIn marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.
For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.
Enter customer segmentation software — the answer to delivering personalised customer experiences at scale.
This article lists some of the best customer segmentation tools currently in the market.
We’ll also go over the benefits of using such tools and how you can choose the best one for your business.
Let’s get started !
What is customer segmentation software ?
Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.
The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.
Benefits of a customer segmentation software
Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour.
You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics.
Specifically, here are the main benefits of using customer segmentation tools :
- Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
- Make data-driven decisions : Base your business and marketing decisions on data analytics.
- Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
- Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.
Best customer segmentation software in 2024
In this section, we go over the top customer segmentation tools in 2024.
We’ll look at these tools’ key features and pros and cons.
1. Matomo
Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour.
With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.
Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.
Key features
- Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
- Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
- User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
- A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
- Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.
Pros
- Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
- Free support : Matomo provides free email support to all Matomo Cloud users.
- Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
- Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.
Cons
- Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
- Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.
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Get the web insights you need, without compromising data accuracy.
2. Google Analytics
Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms.
Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.
Key features
- Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
- Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
- Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
- Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
- Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
- Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.
Pros
- Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
- GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
- Google Analytics has an active community with an abundance of educational resources available for users.
Cons
- Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
- Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
- Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.
3. HubSpot
HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers.
It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.
Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.
Key features
- Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
- Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.
Pros
- Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
- User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
- Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.
Cons
- High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
- Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.
4. Klaviyo
Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication.
Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.
Key features
- Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
- SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
- Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
- Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.
Pros
- Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
- Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
- Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.
Cons
- Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
- Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.
5. UserGuiding
UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.
UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.
Key features
- In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
- In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
- User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.
Pros
- User-friendly interface
- Customisable onboarding checklists
- Retention analytics
Cons
- Need for technical expertise to maximise all features
- Limited customisation options for less tech-savvy users
What to look for in a customer segmentation software
When choosing a customer segmentation software, choosing the right one for your specific business needs is important.
Here are a few factors to consider when choosing your customer segmentation tool :
- Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
- Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
- Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms.
- Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
- Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance.
- Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.
Leverage Matomo’s segmentation capabilities to deliver personalised experiences
Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.
In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.
Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant.
Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.
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The Only 7 Lead Generation Tools You Need in 2024
7 mars, par ErinIf 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.
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.
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