Fun With Google Analytics -- the update : Best Practices in B2B Demand Generation

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Mr. Stewart leads demand generation programs for Demandbase and is a recognized thought leader in the B2B lead generation and lead management space. He founded and leads the Salesforce.com user group in Salesforce.com’s headquarters location (San Francisco) and was one of the first 500 people to complete the Salesforce.com Certified Administrator process. He has spent 10+ years in B2B telesales, demand generation, lead management and marketing operations with a variety of businesses including Maxager Technology, MarketLive, and Inference Corporation. Mr. Stewart has advised emerging software companies including Spoke and Kieden (acquired by Salesforce.com). He earned his BA in English from Rutgers University.

Chris Golec

Mr. Golec is CEO of Demandbase – a provider of On Demand Software and Services to improve demand generation at B2B companies. Prior to founding the company in 2005, he co-founded Supplybase in the mid-90’s. Supplybase was a successful supply chain software company that created significant customer value before being acquired by i2 Technologies in 2000 as part of the largest software merger in history. Before entering the software industry, Mr. Golec spent the previous 10 years of his career with GM, DuPont, and GE serving in engineering, sales and marketing roles. He holds a B.S. in Chemical Engineering and an M.B.A.

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Fun With Google Analytics -- the update

By Jason Stewart - October 25, 2007

Here we are a month later...what did we learn and what did we do about it?

Please check this post from earlier in the month for the complete background, but in a nutshell we here at Demandbase used Google Analytics to monitor where people were dropping off during the registration process for our business contact and marketing list building service. What we discovered was that we were losing 51% of our clicks right at the beginning of the process, after a prospect has clicked on the "Find Leads" button and a message comes up on the screen indicating that our Flash-based user interface was loading. After we changed two words in the loading message (from "initializing" to "please wait") the abandonement rate dropped from 51% to 18%.

It's amazing what the littlest changes can do for you.

October 25, 2007 in Web Site Analytics | Permalink

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