Understand Your Users With Leadin

Do you understand where your website traffic is coming from? ¬†You have Google Analytics installed, but do you know the story of people behind those statistics? If you do not, you might be losing out on some valuable information that could give your business a strategic advantage. If you haven’t heard of the Leadin plugin, you should probably continue reading.

Leadin is free software by HubSpot that gives you the ability to see the “who” of your website traffic. In its simplest form, Leadin provides a form that can take a user’s name, email, and phone number. Once the end user submits this information, a lead (or contact) is created. You can then see how the user arrived on your page and get a better idea of how your individual website traffic is interacting with your site. That user has become a lead and is no longer an anonymous statistic.

Leadin lead details

Once you have your lead, you will be able to see which pages they visited before and after filling out a form and became a lead. This is very important because you can better understand what may trigger users to fill out a form. You will also be able to see additional information about the lead including social media prescience, company, and personal information, if available. This information comes from Hubspot’s api. Going forward, any time a lead comes back and views more pages, these visits will continue be tracked and you can see how each individual user is interacting with your page.

To set up the free software, you can either add a script to your webpage, or if you are using WordPress, install the plugin.

When Leadin is installed, anytime a user enters their email address in any form on your website, whether or not that form was generated through Leadin it will save that contact. Leadin supports most forms, but not all. See their documentation for more details. You can configure any form on your website to sync with your contact lists on mail services such as Mailchimp, aWeber, etc and automatically segment your leads, based on product, interest, or where in the sales funnel they lie.

Leadin Cookies

Leadin, like Google Analytics uses cookies to track users. For those who are interested in the technical details, Leadin has three cookies:

  • __leadinutk: the unique value used to identify each visitor. It is assigned the first time a user visits your page.
  • leadin_popup: this exists only if the user has ignored the popup. If so, it will show them the popup 14 days from the date they declined to click.
  • utk: used to set a cookie if one does not exist already.

While these were not in the documentation, I did notice that there was an additional “_hubspotutk”, which was an identical number to the “_leadinutk” cookie. I don’t know the exact reason why this exists, but I can only assume it would allow an easier transition should you want to upgrade to Hubspot.

Unfortunately, at the time of this writing, there does not appear to be a public api that you can use to take the Leadin tracking id to extend functionality. Whether or not they plan to add support for this is unclear.

Leadin Lead Capture Forms

One of the first thngs that you will do when you first install Leadin, is set up a lead capture form. There is quite a bit that you can customize on this and they also provide many suggestions on how you should use some of the various customizations. Leadin also provides plenty of tools so that this pop up does not have to be too intrusive. You can select which pages the pop up form should appear on and have the form appear when the user has scrolled to a certain point, or when they are about to leave.

Leadin lead capture form

Conclusion…

If you are on a tight budget, but need an easy solution to learn more about your website traffic, Leadin might be a good place to start. While it can’t do everything that a full blown Marketing Automation package like Hubspot can do, it can provide a free solution, that does basically one thing, and one thing very well. In conjunction with other free software like Google Analytics, and a CMS like WordPress, you can achieve alot. With a savy developer, you could probably replicate many of the features of a marketing automation packing while keeping a tight budget.