When you check in on one of your segments, you might see a few recommended pages in the bottom right corner. These are pages that we recommend for you to get the most out of your segment! We've crunched the data, both yours and data from other marketers, and it all points to these pages as the best opportunities for you to generate the most conversions from this segment. By clicking the arrow on the right side or changing the goal in the dropdown, you can see more recommendations.
If you're wondering exactly what data we're talking about and how we came to this conclusion, this guide should help you.
How does Mutiny calculate the expected leads?
As we mentioned earlier, this calculation is based on a mixture of your own data and data from other marketers.
The data that you bring to the table is your web traffic and conversion data. Once the Mutiny script is installed on a page, we know how much traffic it gets and what types of visitors visit that page. We also know what conversions happen from this page or within 7 days of viewing this page (Mutiny's attribution window).
The data that other marketers bring to the table are their experiences and how successful they've been. Mutiny has data on thousands of web personalizations that had different target audiences, different page types, and different goals. By aggregating this data, Mutiny is able to calculate the median lift that users get for a given page type, conversion goal, and element that is being personalized. Because experimentation involves iterating until you're satisfied, this benchmark data set only considers winning experiences.
To calculate the leads that we think you can get with a successful personalization, we identify the number of conversions that your page has for a given conversion goal and multiply it by the lift other marketers see in that conversion goal when they personalize the headline on that type of page.
If you want to see detailed math for your specific recommendation, you can click on the "How this is calculated" button to get a breakdown.
Where do the page types come from, and which types are eligible?
Mutiny uses machine learning to analyze your web pages and predict what type of page they are. This data is important, because it enables us to better understand what types of goals you might have for a page and what sort of conversions and lift you can expect.
If you believe we're wrong about the page type of one of your pages, you can correct this value inside the editor.
Mutiny will only recommend the following page types for personalization.
Use Case - Where visitors can learn about a specific use case for your product
Demo - Where visitors can request or access a demo of your product
Download - Where your visitors can download materials about your product
Home page - Your home page
Integrations - Where your customers can learn about one or many integrations that your product supports
Landing - Landing pages for ads and specific campaigns
Press - Where your visitor can read press mentions of your business
Pricing - Where your visitor can learn about pricing and packaging for your product
Product - Where your visitor can learn about a specific product offering
Registration - Where your visitor can register for events and webinars
In order to be eligible, a page needs to get at least 100 visitors from the segment that is being recommended, and Mutiny needs to know what type of page it is.
What do the different goals mean?
These goals represent different categories of conversions that B2B marketers often try to drive from their website. If you select a new conversion goal from the dropdown, you will get new recommendations and lift estimates.
The five categories include:
Contact Sales - This category should be mapped to conversion events that are triggered when your visitors successfully contact your sales teams to request a call or email
Self-serve upgrade - This category should be mapped to conversion events that are triggered when your visitors upgrade their product/plan through a self-serve flow on your website
Paid self-serve signup - This category should be mapped to conversion events that are triggered when your website visitors have completed signing up for your product through a self-serve flow
Free product signup - This category should be mapped to conversion events that are triggered when your visitors sign themselves up for a free product offering
Email collected - This category should be mapped to conversion events that are triggered when your visitors give you their email address or contact information, like signing up for a news letter or requesting a white paper
To edit your conversion categories, head over to the Conversions section in Mutiny's navigation and select a category for any conversion events that you think fit. Not all conversion events need to have categories.
What do I do if I don't have any page recommendations?
If you don't have any page recommendations, the most likely reason is that you need to map your conversion events into the categories that were explained in the section above. The other issue might be low traffic for that segment.
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