Track who’s filling out lead capture forms on your IDX website and what’s driving their decisions to do so.
It’s not just about how much time a prospect spends reading your content (though it’s certainly a positive sign if they hang around for several minutes) or whether they visit every single one of your site pages (though that’d be swell too). If they make the effort to download a buying checklist, home seller guide, local market report, or any other tangible piece of content you offer behind a gated form, for instance, you can rest assured your content rang true with your real estate leads and drove them to learn more.
Additionally, if your prospects take the time to fill out lead capture forms associated with your listing pages, it’s a safe bet that they’re intrigued by the properties they saw and would like to know more.
To track download rates, it’s first necessary to set up eEvent Tracking in your Google Analytics account. In short, this entails adding a small piece of code to your site so you can accurately and easily see who’s interacting with specific links and pages on your site.
Make sure your site content is performing as it should by analyzing it in Google Analytics regularly.
Events happen on your website whenever a visitor interacts with a piece of content. These instances can be tracked separately from a webpage, and they can be anything from the number of times a video is played on your site, to the number of downloads of an asset like a checklist or guide.
Once you’ve enabled Event Tracking on your site (something Placester customers can learn how to do with their IDX websites here), you can start to look at which of your content is getting downloaded regularly or not at all.
(Sidenote #1: Another, more manual approach to track specific users site engagement is to create special links with Google’s URL-builder tool, which allows you to add create custom URL parameters for leads and lead segments — just in case Event Tracking seems a bit above your head, which it certainly can be for many business folks.)
(Sidenote #2: If you’re adamant about using Google Analytics’ features to track your visitors’ activity on your website, this Google Chrome extension is the perfect resource to give you the at-a-glance view of who’s checking out your site pages at any given moment, how long they’re sticking around, and the links they’re clicking — thus handling the bulk of the dirty work (a.k.a. data analysis) for you.)
So, consider creating an in-depth guide that’s an ideal resource for prospects who are first-time homebuyers or a unique, locally themed real estate report that covers upcoming events in your community — in other words, interesting and educational assets your audience would love to download … and that you can easily track via Google Analytics.
If you discover most of your website visitors are downloading that specific content — say, a local housing market report — you should focus your energy on promoting the information that’s popular with your leads, rather than on a piece of collateral that doesn’t perform as well.