As a marketing team, we were excited to see how the free plan affected word of mouth and ultimately drove trials. We scheduled both paid and organic efforts and were interested to see what would make the most impact. We set daily and weekly goals for sign-ups. And we wondered how our FullStory Free landing page would convert (and how visitor-to-signup conversion rate in general would change with the launch of free).
Once the 25th rolled around, we were glued to our computers, ready to Watch What Happens Live!
As a marketer who has worked at a few different startups, I’m used to measuring success across a variety of different tools. But here at FullStory, we can find out nearly everything we want to know in one tool… our own. (Pretty convenient turn of events for this story, eh?)
For all of you marketers out there with a launch coming up that you’d like to measure, here are the questions that were top-of-mind for us throughout the launch and how we were able to answer them using FullStory:
- How many sign-ups did we get on launch day?
- What were our most effective mediums or sources for driving traffic?
- How well is our dedicated landing page converting?
Getting set up.
Actually, that title was just meant to make sure you’re paying attention. Since we’re using FullStory, we don’t have to do any manual instrumentation of new buttons or events. Despite launching a new page, with a new sign-up form and all-new buttons and links, the beauty of FullStory’s recording technology is that it all gets captured automatically and becomes fully searchable for segments and analytics.
We did choose UTM parameters for our various marketing channels and pieces of content, but as a marketer, you’re closely acquainted with those little guys already.
Now, onward to some analytics!
How many sign-ups did we get on launch day?
Naturally, the number one thing we wanted to watch as we launched our Free plan was sign-ups. We, like many applications, have a sign-up success URL that customers land on after they enter their email address to create their account.
To find the number of users who signed up, we simply enter that success page as a Visited URL search in FullStory and we can see how many people have signed up in a given time period (and we can watch their sessions if we want to see more about what the signup process is like for them).
We were glued to this segment the whole week of launch and it was super fun to see this trend-line Searchie as it developed.
What were our most effective methods for driving traffic?
We planned several different paid efforts for launch day including sponsored posts and display ads, all focused on FullStory Free and driving to our FullStory Free landing page. We were also hunted on Product Hunt the following day. But which of our efforts were the most effective at attracting visitors to our landing page?
We set up a quick segment to look at traffic to the landing page, and then focused on the Searchies FullStory created for us.
The utm_source Searchie helps us see which, specifically, of our paid efforts have been the most effective at driving new visitors. It even has a call-out at the top, informing us at a glance that Designer News is our top utm_source.
The referrer Searchie (below) gives us some context for which referrers were driving the most traffic—paid and unpaid. This is one Searchie that works whether or not your marketing team uses UTM params, since FullStory puts this info together on its own based on which sites your visitors were using right before landing on your site.
Not surprisingly, Product Hunt blew away all of our paid investments. (Proving once again that driving word of mouth and organic traffic is more cost-effective than paid ads.)
How well is our Free landing page converting visitors to sign-ups?
Time for one of our famous funnels (they’re the fastest on the web, you know). In this case we’re wondering how many users that visit the Free landing page also sign up for an account. So we simply create our segment with both of those steps included:
Then we check out the funnel Searchie that’s automatically created:
If we’d like, we can dive into the sessions of people converting on the page to look for areas of improvement and get a sense for visitor engagement. All we need to do is click on any bar in the funnel, and we’ll instantly get a list of users who completed the steps up to that point, but no further.
Tracking custom UTM parameters.
We often want to group all of our paid efforts together so that we can understand how well they paid off (hahahaha) in terms of driving actual sign ups. To do that, we at FullStory use a custom link parameter called utm_acquisition=paid. FullStory doesn’t display that information as a Searchie, since it’s not one of the standard UTM params, but we can still find out how many visitors came from URLs with that acquisition parameter.
This is an example where OmniSearch really comes in handy. I know that we’re using the value “paid” but I’m not sure how FullStory might capture it. So, I’ll just type “paid” into the OmniSearch bar and see what it suggests.
“Page query is: paid,” under the Navigation section of the suggestions, seems right. Let’s click it!
Looks good! However, I can see that some of these visitors were browsing our other dedicated landing pages. Makes sense, since we use UTM_acquisition=paid for those campaigns as well.
So for our paid efforts for the free launch alone, how many trials resulted? All we have to do is add our free landing page and our sign-up success page to this same search, like we did in the above examples, and we’ll get our answer.
And of our paid efforts, which ones, specifically, were most effective in driving trials? The Searchies in this segment give us that answer:
Best of all, we can go from “how many?” to “how come?”
The beauty of doing our post-launch analysis in FullStory, as opposed to what you might think of as a “traditional” analytics tool like Google Analytics or Mixpanel, is that we’re in FullStory.
Once we’ve found out how many people are signing up via our Free landing page, for example, we can click inside one of our Searchies and instantly get a list of relevant sessions to watch. From these sessions, we can determine what might be barriers to signing up, or how the behavior of visitors coming from Designer News versus Product Hunt might differ from one another. All valuable knowledge we can use to make our next launch even better.
If you’re launching a new product or feature soon, FullStory might be one of the best tools in your marketing toolbox. Give it a shot, and let us know what you think!