I am experiencing symptoms of a problem and want a greater understanding


Using Google Forms to get Actionable Marketing Insights

Generating traffic and leads is a top challenge for marketers while converting more contacts to leads and customers remains the top priority.

Proving ROI is the second most challenging thing for marketers to do yet it's 4th on the priority lists among marketing teams. Priorities and challenges are somewhat uneven for marketers. 

Though 85% of marketers feel more pressure to show and prove ROI to their c-suite, only 40% of those could show their efforts and even then, even after showing ROI, they couldn't show direct impact business goals.

Marketers need to showcase specific efforts that moved the needle for overall business goals.

To prove real ROI we need track the attribution of each marketing asset all the way through the marketing to sales funnels so we can tie it's contribution to the revenue generated.


Build Your Audience

Start at the top of the funnel and focus on building a consistent and reliable flow of new, targeted visitors to your website.

Commit to increasing the overall percentage of the market regularly visiting your website by consistently attracting new visitors each month. This is your first overall goal.

To build a predictable flow of new people that will organically grow your audience you need a singular focus. In this case we want to measure our month-over-month growth of unique website visitors - if you are focusing on one page at a time rather than the entire website, just be sure to only measure the growth for that page specifically.

Arm yourself with key performance indicators that contribute to growing unique visitors each month. You want your indicators need to show performance of actions. Or, to put another way, are we doing the right things to achieve positive results.

Think about what actions will have an impact on your growth and how to measure them. In this case our key performance indicators are going to be metrics like on-page SEO quality, SEO rankings, # of blog articles published, # of inbound links, # of social shares etc...

Try not to track more than 5 key performance indicators to keep everything focused and useful.


Extract Your Value Add

Once you have a steady flow of unique visitors each month start to extract your value from them.

You want to know how much value your audience is getting from your webpages as early as possible and why.

Once your audience is big enough you can start determining why some people get more value than others and why. What is it about them or their job role that allows them to get more out of your content? What is it about your content? and so on...

Lets first start by creating a Google form to survey your users.

In Google Drive, click new then select Google Forms




Start by giving your form a title and name it after its core purpose. For this example, we are trying to figure out which visitors get the most value and why. The name could be something like "audience advocates" or "persona advocates".

Add in a brief description and move to the first question.




To gauge how critical your website, webpage, service or product is in someones life, ask them "How would you feel if you could longer use this website (webpage, product, service, or specific content)".

Specify the question for whatever it is that you are trying to measure. For this example we'll assume you're trying to measure the value of your blog.

Add the question and a few multiple choice options.




The idea here is concentrate on the people that choose "Very Disappointed". These are the people who read the content, see value, but have taken the time to tell you that you can do better. They are engaged and looking to be even more engaged with, hopefuly, key critiques.

Create two additional Google Forms, name one "Open Primary Benefit" and the other "Guided Primary Benefit".

Send half of those who selected very disappointed the form titled "Open Primary Benefit" with the simple question, "What is the primary benefit of [company name/whatever you're testing]".

Once you have gathered their responses, determine the top 5 most popular answers given and use them for the answers on the second form.

The second form titled "Guided Primary Benefit" asks the same question. The only difference is that it uses the responses from the first batch to populate the multiple choice answers available to the second batch.

Now that you have benefits written from the prospects point of view, pay attention to which answer choices dominate the test - if any.


The last note on extracting value is place your forms in places that your users are likely to be visiting to get value in the first place.

Using Google Analytics, identify the top 5 pages by lowest bounce rate. The goal is to determine why the top 5 pages are the top 5 pages, in the eyes of the visitor.

It's important to sort by bounce rate because the there are too many other variables to consider when sorting by views. A page may have the most views because it ranks really well for a specific keyword but has a high bounce rate because the page isn't valuable.


Gather Insights

Now that you have began to understand the value you provide and how your users experience through their eyes, we want to start to collect actionable feedback from them.

Start with a quick hypothesis for the page's poor performance. This will help you get into the right mind frame of someone visiting the page.

We are going to validate what we learn from users and develop a new hypothesis to continually improve, so don't worry about trying to perfectly define what is wrong with the page.

Using the data you gathered from the extract value stage, focus on the user to determine what they're looking for that they're not getting.

A popular question type for this kind of feedback is the rating scale.

First decide if you want to force direction or not. Meaning, you include a "neutral" choice for the user to select. For example, asking users to rate the pages content could include really like, like, it's ok, don't like, or really don't like.

The choice "it's ok" is a neutral option between like and don't like. If you remove that option, user have a more defined line between the two.

Start to create questions around the value your audience is seeking (that you aren't delivering). Ask them to rate pieces of the website, product or service, or to discover their full intent when they visit your page.


Final Thoughts

Google Analytics is a robust program that, with a bit of extraction, can provide a frictionless marketing funnel providing the most qualified leads for your sales team.

Continuously focusing on attracting more and more of your market, then getting feedback about what they like, helps you to design just the right experience based on specific questions, behaviors, and buyer persona segments.