Conversion Audiences & High-value page Audiences

Conversion Audiences

A conversion audience (also referred to as a form fill completion page) tracks the visitors that reach a 'thank you' page or a confirmation page on your website after they submit their email address through a form.

The most common examples of B2B Conversion Audiences are:

  • A 'thank you' page shown to a visitor after requesting a demo.
  • A 'thank you' page shown to a visitor after downloading a piece of gated content, such as a white paper, case study, or report.
  • A 'thank you' page shown to a visitor registering for an online or in-person event, such as a webinar or conference.
  • A 'thank you' page shown to visitors after they sign up for a trial or subscription.
  • A 'thank you' page shown to visitors after they request to speak to your Sales Team.

The image below shows the Conversion page. This is the thank you page where the visitor is directed to after completing the demo form submission: rollworks.com/request-a-demo-ty/

 

demo_thank_you_copy.png

📝  We strongly recommend that you create a Conversion Audience in RollWorks for each lead generation form available on your website. RollWorks will determine conversions based on how you define these conversion audiences in your account. Defining your Conversion Audiences in RollWorks is a critical step to the success and correct measurement of your ABM program.

 

 Defining your Conversion Audiences carefully will allow you to:

    • Understand the consumer journey on your site and the traffic that you are driving to your different conversion pages.
    • Collect information on users that complete your 'form fill completion pages'
    • Identify the users who have already completed a conversion on your website and target them with specific messaging that resonates with prospects that are further down the funnel.
    • Identify the users who have already completed a conversion on your website and exclude them from your target audience when launching specific advertising, for example, top-of-the-funnel advertising that seeks to create brand awareness.

 

High-value page Audiences

A 'High-value page Audience' tracks the visitors that reach the landing pages where they are prompted to submit a form with their email address. High-value pages are also the most valuable pages in your website that denote your visitor is interested in your product or services, such as your pricing page.

The most common examples of B2B high-value page audiences are:

  • Your pricing page.
  • Your product-specific landing pages.
  • Any lead form landing pages shown to a visitor to collect their email address:
      • The landing page shown to a visitor to request a demo.
      • The landing page shown to a visitor to download a piece of gated content, such as a white paper, case study, or report.
      • The landing page shown to a visitor to register for an online or in-person event, such as a webinar or conference.
      • The landing page shown to a visitor to sign up for a trial or subscription.
      • The landing page shown to a visitor to request to speak to your Sales Team.

The image below shows our high-value page where the visitor is called to request a demo: rollworks.com/request-a-demo

Screen_Shot_2021-10-13_at_7.43.18_PM.png

 

Differences between high-value pages and conversion pages

  High-value page Audiences Conversion Audiences

What are they?

High-value page Audiences are:

1. Your most valuable pages

2. All the landing pages where your visitor is prompted to fill our a form with their email address

For example:

  • Your pricing page
  • The landing page where a visitor fills out a demo request.

Conversion Audiences are the confirmation or 'thank you' pages shown to your visitors after they successfully submit a form with their email address.

For example:

  • A 'thank you' page after a visitor requests a demo
  • The confirmation page after downloading a white paper.

Example

https://rollworks.com/request-a-demo

demo.png

https://rollworks.com/request-a-demo-ty/

thank_you.png

When to use them?

  • You will use Conversion pages to create Website Audiences and flag them as Conversion Audiences in the RollWorks platform so that you can measure how successful your campaigns are.
  • You will use these Conversion Audiences when launching Account Targeting playbooks, Intent Playbooks, and other Campaigns.

 

Create High-value pages Audiences

Before you start you must place the RollWorks Pixel on the header of your website, ensuring that it fires on every page of your site. Your RollWorks Pixel is the key to tracking your site activity.

Follow the instructions below for detailed steps to create your High-value page Website Audience:

  • Log in to RollWorks and go to 'Audiences' > 'Website Audiences' > 'Create New Audience'mceclip2.png
  • Select 'Audience Type' = 'URL Visited' and enter the URL page. For example /pricing* or /demo-request/*
  • Type the desired 'Audience Name'
  • Select the Page Type from the options available in the dropdown. 
  • Enter 'How long to keep a person in this audience?'. If you are unsure how many days to keep your visitors in your audience, read this article about how to set your Audience Duration
  • Click 'Create Audience'

high_value_page_audience.png

 

Create Conversion Audiences

Before you start you must place the RollWorks Pixel on the header of your website, ensuring that it fires on every page of your site. Your RollWorks Pixel is the key to tracking your site activity, including conversions.

The most common way to define a conversion audience is by creating a URL-based Audience and then checking the box that reads 'This is a conversion audience'.

Follow the instructions below for detailed steps to create your Conversion Audience:

  • Log in to RollWorks platform and go to 'Audiences' > 'Website Audiences' > 'Create New Audience'

mceclip2.png

  • Select 'Audience Type' = 'URL Visited' and enter the thank you/confirmation URL page
  • Type the desired 'Audience Name'
  • Mark the checkbox 'This is a conversion audience'
  • Select the Lead Type from the options available in the dropdown. You can then view Lead Type reporting in RollWorks reports. 
        • 'Content Download'
        • 'Webinar Registration'
        • 'Demo Request'
        • 'Contact Us'
        • 'Sign Up'
        • 'Other Lead Type'
  • Enter 'How long to keep a person in this audience?'. If you are unsure how many days to keep your visitors in your audience, read this article about how to set your Audience Duration
  • Click 'Create Audience' Screen_Shot_2021-10-11_at_5.10.25_PM.png

If your company does not use 'thank you' confirmation pages after a form fill is submitted by a visitor, you can use an Event-based Audience to define your Conversion Audience.

 

📝   We only recommend using Event-based audiences if you do not use 'thank you' pages. This means that after your visitors click the button to submit they are not directed to a thank you/confirmation page.

 

Event-based audiences are based on an action triggered by your visitor in your website, for example:

Example 1:

A visitor clicks the button to initiate the process to schedule a demo.

If you define your conversion in this way, the RollWorks platform will count a conversion any time a visitor clicks the 'Schedule a demo' even if the subsequent form fill is not submitted successfully.

mceclip1.png

Example 2:

A visitor clicks the button to submit their contact information to request a demo.

If you define your conversion in this way, the RollWorks platform will count a conversion only when the user clicks the 'Submit' button.

Screen_Shot_2021-12-20_at_1.59.47_PM.png

 

 

Watch video lessons

🎓  Lesson: Creating your conversion audiences

In the video we will go over the following topics:

    🏁  What a conversion audience is

    💪  Why conversions must be tracked and how conversions fit into ABM

    ✍️   How to define your conversions in the RollWorks platform

 

Screen Shot 2022-04-11 at 6.40.46 PM.png

 

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