You may be overhauling your website, implementing a tag management system for the first time or upgrading your existing tag management setup. In all of these situations, it’s important to verify that your tags are firing correctly.
For enterprise websites, a tag audit (or a first-time implementation) gets especially challenging for a number of reasons:
- The sheer volume of pages and conversion points
- Understanding and agreement on which interactions actually merit a tag
- Close collaboration between multiple teams, including the marketing & tech teams.
Whichever step you are at in your tag implementation journey as an enterprise, here are 4 user interactions you must tag to ensure you are tracking your website performance optimally.
1. Clicks on CTAs
Strong calls to action (CTAs) are essential to maximizing the performance of your web properties. CTAs should be linked thematically to the content of the page: e.g., “Apply Now” on a credit card product page or “Register” on an Event landing page.
CTAs’ performance must be tracked rigorously – they are what directly drive site visitors to take an action. And tag these CTAs so you know when that action/conversion takes place.
2. Form fills
In your KPIs, form fills may be a full conversion action or just one step on a more extensive conversion path. Whichever the case may be, you can learn a lot about what’s going on in your acquisition funnel by tagging and tracking form-fill behavior.
You may often find that one form layout leads to far more completions than another, or that a particular section of your signup flow leads to a higher-than-normal number of drop-offs. Just like tracking CTAs, measuring form fills will help you enhance your site’s revenue-generating potential.
3. On-site search
Most enterprise websites have a search tool. What many brands don’t do, though, is tag and track on-site search behavior to learn what their visitors are interested in.
The topics that get searched frequently may be what visitors value most – or what they struggle to find in your current navigation structure.
On-site search insights will support all of your digital marketing efforts: content creation, social ads, paid search and SEO. And just as keyword data helps you improve your site for search engines, your on-site search data highlights what’s working and what’s not in your digital UX.
4. Internal links
Internal links are vital to SEO. By helping search engines understand how your pages are connected thematically, internal links contribute to your topical authority – one of the key pillars of search optimization.
As with on-site search behavior, links show where your visitors’ interest lies. Capturing internal-link clicks provides highly granular visibility into visitors’ habits, preferences.
In addition, link clicks illustrate how consumers navigate your product journey. This knowledge will help you improve both your content and your site architecture.
The Final Word
Your website analytics platform likely provides high-level data, such as traffic metrics, out of the box. Tagging on-page actions requires more manual setup – but is critical, as it will provide powerful insights into how visitors interact with your site. That knowledge supports better decision-making inside your organization, ultimately enhancing your user experience, SEO results and conversion rates.
Learn more about iQuanti’s Web Analytics & Tag Management services here.
