By optimizing referral strategies through targeted Google Analytics tracking and data-driven insights, I increased referral conversions by 25% in just two months, while boosting SaaS app sign-ups by 18%.
Through careful analysis and optimisation of user behaviour on Solana Guides, I delivered impactful results that significantly improved both referral rates and key sign-ups for our SaaS app.
The Challenge
The core challenge was optimising key conversions, particularly for protocol referrals and SaaS app sign-ups. Despite steady traffic, there was an opportunity to better understand which traffic sources (YouTube, Telegram, website, email campaigns) were most effective in driving valuable actions, such as clicking referral links or signing up for the SaaS app.
To address this, I developed a data-driven strategy using a combination of Google Analytics 4 (GA4), Google Tag Manager (GTM), and Looker Studio. By tracking detailed user behavior, I was able to pinpoint which CTAs, traffic channels, and website sections were most influential in generating conversions.
The process involved:
- Setting up SMART goals focused on increasing referral and SaaS app conversions. These were clear with the goal, the KPIs and the measurable targets.
- Google Tag Manager (GTM): I implemented tags to track all critical CTA clicks, video interactions, problem areas, custom events, and lead generation forms. Each referral link and sign-up button was tagged to measure performance precisely.
- UTM Parameters: I used UTM trackers to monitor how traffic from different sources—such as YouTube, Telegram, email campaigns, and direct traffic—was performing. This allowed for a clear analysis of which channels drove the most engagement and conversions.
- Audience Segmentation in GA4: I defined multiple audiences within GA4 based on user behaviours, such as time spent on specific protocol guides, interaction with SaaS app CTAs, and video views. This helped me focus on high-intent users and personalize marketing efforts accordingly.
- Google Analytics 4 (GA4) Funnel Tracking: I set up detailed funnel tracking in GA4 to visualize user journeys from landing pages to final conversions, including protocol referrals and SaaS app sign-ups. This allowed me to identify where users dropped off and which traffic sources resulted in the most conversions.
- A/B Testing for Email Campaigns: I ran A/B tests on email formats, using UTM tracking to measure which version (subject lines, CTAs, or content layout) led to higher click-through and conversion rates. The insights from these tests helped refine the email marketing strategy.
This comprehensive approach laid the foundation for more targeted marketing efforts and allowed for precise analysis of what was working and where improvements could be made.
Solution
The solution was implemented through a combination of funnel optimization, improved CTA placements, and a refined focus on the most effective traffic channels.
- Protocol Referrals and SaaS Sign-Up Optimization: Using the data gathered from GA4 and Looker Studio reports, I prioritized high-converting traffic sources like Telegram and YouTube, refining the CTAs on those pages and creating more direct pathways to conversions. For instance, by moving a prominent SaaS app sign-up button above the fold on the most popular pages, I improved user engagement significantly.
- Targeted Email Campaigns: After analyzing the results of A/B testing, I focused on email formats that yielded the highest referral conversions, with improved open rates and click-through rates (CTR). The top-performing emails were more concise with clearer CTAs, resulting in higher engagement.
- Referral Breakdown and Prioritization: By creating referral breakdown graphs, I identified which protocols were generating the most clicks and conversions. I used this data to further promote the most successful protocols, directing traffic and resources toward high-performance referral links.
Results
- Referral Conversions: Increased by 25% over a two-month period due to improved funnel tracking and targeted optimization based on % of visitors.
- SaaS App Sign-Ups: Boosted by 18%, largely through enhanced CTAs and email campaign optimisation.
- Email Sign-Ups: Increased email sign ups by 115% and conversions by 25%, driven by A/B testing insights and better-performing UTM-based email campaigns.
- Traffic Source Optimisation: Focused efforts on YouTube and Telegram traffic, both of which had the highest conversion rates.
These results showcased the effectiveness of detailed analytics tracking and optimization efforts, leading to measurable growth in conversions and overall engagement on the website.
