LeadLander promises to make things easier on digital agencies. We’ve looked at LeadLander in the past, as a business intelligence platform, and here we are today, considering its use as a conversion rate optimization platform.
With robust reporting features and customer data analysis, it certainly holds a lot of potential. Marketers can always benefit from getting to know their audience better. These insights are bound to inspire social media campaigns, email marketing efforts, and more.
That said, the site isn’t very specific when it comes to outlining exactly what they do. There’s a lot of talk about automation and inbound vs. outbound efforts. But, ultimately, it seems that the platform only analyzes these things.
But, the issue here is, the official website seems to talk only about the various insights they provide.
Which begs the question, is LeadLander an analytics platform, a CRO, or something else? Let’s take a look at what the SaaS solution has to offer.
What is LeadLander?
LeadLander is part of a larger software company known as Upland Software. This particular platform is a marketing automation platform that incorporates into Upland’s other software offerings.
LeadLander is a cloud-based marketing tool made for medium-to-large businesses. The platform is made to function as both a tool for inbound and outbound marketing and turns most of its focus on analytics.
Users will get a full view of the website visitors responding to the full range of campaigns — so social media efforts, PPC, landing pages, organic, and so on.
LeadLander allows you to identify the most successful content on your site, as well as the top performing campaigns. See what resonates with your audience and what could be improved upon.
Before we dive in, it’s important to know that the tool doesn’t really “land leads” like Leadpages. Instead, it’s an analytics platform. Which, of course, is still incredibly useful, but prospective users may be a bit confused.
According to the official LeadLander webpage, the platform’s real goal is to give you the ability to make better business decisions.
So, upon arrival, you’ll be greeted with a clean, intuitive dashboard. The attractive design and straightforward metrics provide a nice entry point for users. This is a good reminder that sometimes, it’s nice to shell out for an analytics tool that meets your needs, instead of trying to make Google Analytics work for you.
Here, you’ll get to take a look your visitors—individuals and companies—and get a quick overview into the latest activities.
Ease of Use
LeadLander’s sales and support teams are reportedly very helpful and will guide you through the process of getting started with the platform. The tool primarily arranges data—monitoring and tracking your campaigns who is visiting your site.
Find Your Most Effective Website Pages
With LeadLander you are able to identify the pages that visitors look at most. These reports break down things like how your blog content is performing—and can serve as a way to showcase which articles resonate with readers, and which don’t.
From there, you can look for patterns and learn from past successes. As you’ll see in the above section, LeadLander’s content report is just a long list of pages. As such, you’ll need to do a bit of digging on your own to start creating better content.
Still, it’s a start. After running a report, content creators can dive in and compare the low performers with the winners and adjust accordingly.
Detailed Visitor Information
According to the LeadlLander site, this platform was designed with website visitors in mind. Use the tool to easily identify who is coming to your platform, regardless of device or browser.
These insights seek to enhance prospecting efforts by illuminating your demographics. The platform works to segment your audience and you can sort by action, locations, time, and more. Build custom segments that inform your next campaigns, as well.
Analyze inbound marketing efforts to find out which campaigns are working best. This isn’t a super granular attribution platform, but it provides a similar function. For example, users can see which efforts are generating the most traffic and adjust accordingly.
Get live data from people who are currently using your site.
LeadLander allows for real-time analysis of your visitors who are currently on your page. Combine that information with past user data to see if user behavior is changing over time or to understand whether you’re retaining customers or have high churn.
Retroactive reporting allows you to report on past activity and uncover patterns from previous years. This seeks to uncover any changes in demographics and can show you which customers have been with you this whole time.
It also aims to help you look at things like how churn rates have changed over time, or whether your users are coming from social media more these days or organic search.
Additionally, you can combine these past insights with what’s going on at present—thus, allowing you to make predictions and track them for success.
LeadLeader’s forms analysis comes with a similar set of advantages as the other tracking options. No, you can’t actually make forms from LeadLander, which would make sense given the name.
This report reveals completion rates, drop-offs, and times spent on the site. To get started, all you need to do is add a bit of code to your form pages, and you’re good to go.
LeadLander provides users with reports—and you’ll get alerts that’ll let you know when tagged companies visit your website. They’ll also alert you with daily summaries and visitor reports, so you don’t have to worry about missing anything if you don’t log into the platform.
Email Campaign Analysis
LeadLander allows you to review your email campaign performance. Learn how many subscribers receive your emails and track their activity after that initial open. Based on these reports, you’ll be able to see how many subscribers visit your site after receiving an email. See which pages they visit and how long they stay after clicking through.
A quick note—its interesting that the platform mentions that they deal with inbound campaigns. It seems to imply that you can set up workflows and create content within the software, but that’s simply not the case.
That said, you can integrate with your ESP and receive reports on those efforts.
Google AdWords Analysis
LeadLander also looks into your AdWords results. You’ll get to see who clicked on your ads and what user behavior is like upon arrival. This will help you determine whether you’re targeting the right keywords—if you’re on the money, users are bound to stay for a while or convert. Poorly chosen keywords will result in a high bounce rate and fewer conversions.
Additionally, this platform will help you identify which products perform best, so you can decide what you want to promote in your next campaign.
After we’ve hammered home how vague everything about LeadLander is, it should come as no surprise that the platform does not provide a pricing list or even a breakdown of the plans they offer.
Instead, you’ll need to contact the team–which they’ve made especially clear on every page–to learn more. The home page states that the tool provides great value, but relative to what?
Additionally, it’s confusing whether LeadLander is sold on its own or as part of a set of Upland’s software.
Despite the lack of transparency, LeadLander does provide users with a 14-day free trial, so you can take it for a spin before pulling the trigger.
LeadLander is a piece of cloud-based software that works with any web browser on any device that connects to the web. They don’t appear to have a mobile app for users on the go.
While you’ll need to add a snippet of code here and there, LeadLander doesn’t require that you download any software to get started.
Since LeadLander is but one of the business tools made by Upland, it works with the company’s other tools, like their CRM and document and workflow automations.
Additionally, LeadLander integrates with other marketing tools like Marketo, Responsys, Constant Contact, and more. This also works with Salesforce, as well as AdWords and social media.
The goal here is to analyze as many campaigns as possible, so the integration system is pretty top-notch.
The support page sends you to form, where you can input your question or comment. They also provide direct email addresses and a phone number, if you prefer to get in touch that way.
It was a little disappointing to see that the support page didn’t offer any tutorials or guides. Instead, it automatically opened the Apple email program—which is an annoyance to many Mac users out there.
Resources aren’t as robust as what you’ll find with many of the competing tools on the market these days.
For example, there’s just a contact section and a blog posted on the page. As such, you’ll find that there’s just not much information.
This platform is one of many tools under the Upland Software umbrella. And, it seems that they don’t want you to learn much about the platform without giving them your email and phone number.
While we get that they’re trying to collect leads themselves, customers like to educate themselves before making such a high-level purchasing decision.
What’s strange, each feature of LeadLander, as well as the other SaaS options in this lineup feature a prompt to sign up for the demo. It’s a little annoying from a reviewer’s perspective, and we imagine, for customers, too.
The blog currently features three articles. All three are pretty short, don’t feature any images, and promote the product.
Which, is fine, sure. But, most of these SaaS tools available today make themselves useful to visitors, even if they’re not ready to buy. Take Moz, for example, that’s a platform with a fantastic blog and knowledge base—they have a reputation for being a trusted SEO source.
Here, we’re getting very little information. Which, honestly, feels like the rest of the experience with this tool and Upland in general.
LeadLander creators, Upland do offer customer support. When you sign up for an account, you’ll get a dedicated rep, as well as in-depth training and support. Based on our look at the customer success page, it seems that the team wants to hold your hand through the process–and provides you with a ton of resources after the initial signup.
That’s all well and good, but again, users like to have more information before they provide their information.
What’s the Verdict on LeadLander?
LeadLander is useful for people who need to enhance their outbound marketing efforts. The platform does a good job showing you which of your visitors are responding to outbound email marketing efforts and other campaigns.
It’s a good mix of analytics and attribution features, but it could be better. LeadLander doesn’t show multiple visitors associated with the same company account. Instead, data is based on the organization. In some cases, the geolocation isn’t always accurate.
The main benefit is helping users learn about their website demographics. Which is great–it appears to be more in-depth than Google Analytics or Clicky. However, upon arrival, we didn’t get a sense of what this platform does.
But, we don’t know that much about who is using this platform. The website is vague and there’s little buzz across the web.
With so many conversion rate optimization tools on the market these days, it’s hard to endorse a tool that doesn’t seem very popular. Especially when the website hardly makes an effort in selling their offering.
Ultimately, we think it’s likely a better idea to seek out something different if you need a CRO. This is an analytics platform that doesn’t clarify the key features, benefits, or pricing for prospective buyers.