Track leads & customers from SEO in Sugar CRM
Here's how you can use a tool called Attributer to track how many leads & customers your SEO efforts are generating
Over 14 billion Google searches are conducted every day, and according to a recent survey, the conversion rate of leads from SEO to customers is 13x higher than that of other channels.
Moral of the story, SEO is a powerful channel to grow your business.
But if you are investing in SEO, how do you track how many leads & customers you’re getting from them?
Tools like Google Analytics make it easy to see how many website visitors you get, but they can't tell you the number of leads & customers.
In this article, we’ll show you how to use a tool called Attributer to capture organic search data with each new lead in Sugar CRM, so you can see exactly how many leads & customers your SEO efforts are generating.
4 steps to track leads & customers from SEO in Sugar CRM
Using Attributer with Sugar CRM makes it simple to track the number of leads generated from organic search. Let's look at how it works:
1. Install Attributer and add hidden fields
When you sign up for a 14-day free trial of Attributer, you will receive a bit of code to add to your website. You can learn how to add it here.
After placing the code on your site, you then need to include some hidden fields in your lead capture forms. These hidden fields are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields to your forms can be quite simple, especially with the right form-building tools! You can usually just drag and drop a “Hidden” field type into your form, or sometimes there’s an option to hide a regular field in the settings. If you need a little extra help with specific tools like Gravity Forms, Wix Forms, or Webflow Forms, feel free to check out the helpful resources linked here.
2. Attributer writes SEO data into the hidden fields
When someone visits your site, Attributer gathers information to help identify where they came from, much like how Google Analytics works.
It then sorts these visitors into different channels, such as Organic Search, Paid Search, or Paid Social, and saves that information in their browser for future visits.
If a visitor fills out a form on your site, like the 'Contact Us' or 'Request a Quote' form, Attributer writes the details about where they came from into the hidden fields.
3. SEO data is captured with each lead
When the visitor submits your website form, the data that Attributer wrote into the hidden fields is captured by your form tool (alongside the information the lead manually entered, like their name, email, etc).
It works with over 50 popular form builders, scheduling tools, and chat applications like Gravity Forms, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform, and Zoho Forms.
4. SEO data is sent to Sugar CRM
Now that the organic search data has been captured with the form submission, you can send it into Sugar CRM.
This can be done through tools like Zapier or Make, or if your form builder has a native integration with Sugar CRM then you can use that too.
Once the data is in Sugar CRM, you can use it to create reports that show how many leads and customers come from organic searches. You can also see which search engines are generating the most leads, the keywords folks are using, and much more.
What data gets captured
Attributer helps you understand where your leads & customers are coming from by giving you two key pieces of attribution data: how they found your site (Channel) and the specific content that piqued their interest (Landing Page)
For instance, if you’re working in marketing for a manufacturing company and a lead comes to your site from an organic Google search, this is the kind of information you'll receive:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or the domain they came from, like google.com.au or google.co.uk)
- Channel Drilldown 3: CNC Machining in Sydney (or the keyword they searched for, when it’s available)
You would also get data on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = rapidmanufacturing.com/blog/best-cnc-machining-sydney
- Landing Page Group = /blog
This landing page data can help you understand what kind of content is attracting leads from organic search, so you can ultimately go create more of it.
3 example reports you can run when you capture organic search data in Sugar CRM
I’ve been in the marketing world for 15 years now, andin that time I have run hundreds of reports to see how our SEO strategies are performing.
Below I have shared some reports that have helped me along the way, as I think they could be super useful for your team, too.
1. Leads by Channel
This report shows you how many leads you’re generating each month and where they’re coming from (Organic Search, Paid Search, Paid Social, etc).
It’s a great way to see how well your SEO efforts are working and how they stack up against other channels in bringing in leads.
2. Customers from Organic Search by Landing Page Group
This report helps you understand how many new customers are finding your business each month through organic search, broken down by the landing page group (like Home, Blog, Services, and more).
It's a great way to see which types of content are really capturing customer interest, rather than just increasing your website traffic.
3. Revenue from Organic Search by Landing Page
This report shows the number of new customers and the amount of revenue generated from each piece of content on your site.
It helps you see which content pieces are performing best, and you can use these insights to refine your content strategy and produce more impactful content moving forward.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is a HR management software company based in Sydney, Australia.
As part of the product they sell to their customers, they provide a variety of HR document templates their customers can use internally. This included things like sample employment contracts, internal policies (like a mobile phone policy), forms (like a leave request form), etc.
In an effort to boost website traffic and generate leads through SEO, the Flare HR team decided to make these templates available for free on their marketing site. They created separate landing pages for each document and put them live.
Within a few months, these templates were being downloaded thousands of times per month. But they had a problem, Flare's marketing team had no way to know whether all these new website visitors were actually converting into leads & customers.
That's where Attributer came in
When someone lands on the Flare HR site, Attributer captures information on where they came from. This includes the channel (like Organic Search), the landing page (i.e. flarehr.com/templates/mobile-phone-policy) and the landing page group (i.e. /templates).
Then, when a visitor completes a form on their website (like their demo request form), Attributer would pass all of this data through to their CRM.
The Flare HR team then used this data to build a dashboard in their CRM that shows the number of leads generated from the templates, the conversion rates to actual customers, and the subsequent revenue.
By doing this, they discovered that the template initiative resulted in a 2.4x increase in new leads (at basically a $0 cost per lead).
Encouraged by these results, Flare HR decided to expand this initiative further. They increased the number of templates available, optimised their landing pages for better search engine rankings, and ultimately achieved a 4x increase in the number of leads they were generating for the sales team each month.
“Attributer showed us that our SEO efforts were in fact generating customers & revenue and gave us the confidence to double down. We’ve seen a 4x increase in leads as a result”
James Windon - Co-Founder, Flare HR
Wrap Up
If you’ve been looking for a way to track the number of leads and customers you get from organic searches, using Attributer with Sugar CRM is a great solution.
Best of all, starting with Attributer is free and usually takes less than 10 minutes to set up. So start your 14-day free trial today!
Get Started For Free
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.