In the world of B2B marketing, your website is your gateway to build connections. When visitors explore your site, they become valuable audiences you can engage and convert. However, as a marketer effectively measuring and reaching who's taken an action can often be challenging without a complex setup.
That's why we’re continuing to invest in better measurement tools like the Revenue Attribution Report, and now we’re excited to introduce Website Actions.
The B2B Marketing Challenge: Turning Actions into Insights
Gaining an understanding of the actions buyers take on your site is essential for uncovering valuable insights into their interests and preferences.
Yet, the difficulty is in transforming these actions into meaningful insights. Historically, this has posed a challenge for B2B marketers who depended on engineering teams to implement intricate tracking codes. They subsequently needed to individually establish conversion rules and form distinct retargeting audiences. This not only strains the engineering team and could potentially hinder website performance, but it also erects a barrier for marketing teams seeking to retarget and gauge the effectiveness of advertising strategies.
Website Actions: Automatically Drive Better Performance
LinkedIn's Website Actions is designed to simplify action tracking. It empowers B2B marketers using LinkedIn’s Insight Tag to capture and measure website actions without the need for additional tracking codes on their website.
Website Actions allows marketers to take control of their retargeting and measurement efforts, offering a seamless and user-friendly way for marketers to uncover what’s working and drive better results.
Drive Results, Boost Conversions
Website Actions is all about helping marketers achieve better results and optimize marketing strategies, through:
- Stronger Retargeting: Use the insights to create highly targeted campaigns based on call-to-action buttons and page views for better ad effectiveness.
- Accurate Measurement: Get precise data to measure your campaigns' impact.
- Budget Optimization: Allocate your budget effectively based on valuable actions.
Website Actions has a number of applications for savvy marketers.
Launching a product? Monitor buyer engagement with product pages using Website Actions to inform your launch strategy and retargeting.
Promoting a webinar? Use Website Actions to track registrations and gauge ad campaign effectiveness. Retarget to remind interested attendees.
Nurturing leads? Website Actions helps you understand conversion-triggering actions, enabling tailored nurturing campaigns for effective lead progression. Especially key given LinkedIn’s research shows the average B2B sales cycle is over 6 months long.
Success in Action
Companies are already achieving huge results with Website Actions, increasing conversion rates, boosting ROI, and streamlining their approach to data analysis.
Cognism - Threefold conversions with new retargeting audiences
Cognism, a sales intelligence company, was looking for an efficient way to track and segment custom pages on their website to enhance retargeting efforts. They used Website Actions to segment audiences by intent and launch personalized campaigns for demo requests, resulting in a 3X increase in conversions and a 135% boost in CTR.
Bottomline - Optimised retargeting campaigns
Bottomline, a Fintech business, wanted to enhance their lead generation process and attract the most relevant prospects. They implemented Website Actions, enabling automatic tracking of visitor actions on their site and the creation of actionable retargeting audiences. They saw a 50% increase in CTR compared to the global benchmark.
LinkedIn Marketing Labs - 80%+ more course completions
LinkedIn Marketing Labs wanted to improve course completion rates and track learner engagement. They used Website Actions to monitor what learners did during the course, then created specific groups of learners and showed them relevant ads. Course completion rates increased by 83%, with an ad CTR of 1.02%.
During the Website Actions beta phase, companies saw significant performance improvements in both conversion tracking campaigns and website retargeting campaigns.
Conversion Tracking Campaigns saw a surge in CTR by 33% and a reduction in the Cost Per Acquisition (CPA) of 56%, reflecting a more cost-effective approach to acquiring each customer. Perhaps the most impressive change was the Conversion Rate (CVR), with an increase of 300%.
Website Retargeting Campaigns also showed remarkable progress during the beta phase. CTR improved by 31%, suggesting increased effectiveness in re-engaging past website visitors. Simultaneously, the CPA dropped by 10%.
Get Started with Website Actions
If you're ready to take your B2B marketing to the next level, it's time to explore LinkedIn's Website Actions. It's the key to automating action capture, achieving stronger retargeting, ensuring accurate measurement, and optimizing your budget effectively.
Getting started is simple. Log in to your Campaign Manager and begin your journey with Website Actions today. You'll gain access to a wealth of data and insights that can transform the way you engage with potential buyers and drive tangible results.
To learn more about how it works, click here.
Topics: LinkedIn Ads
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