If you’re doing digital marketing for your business, it’s important to get website conversion tracking right. Here’s why.
To measure the success of your digital marketing efforts and make the relevant changes, you need to carry out website conversion tracking.
A “conversion” is when a potential customer carries out a desired action – for example, signing up to your newsletter, making a purchase, filling in a contact form, downloading an app or subscribing to a webinar. It can also include spending a specified amount of time on your website.
By tracking how many conversions your campaign achieves, you’ll know how well it’s working and will be better equipped to tweak your digital marketing efforts and achieve more conversions.
Website conversion tracking data is pretty easy to come by. Digital advertising platforms including Facebook, Instagram, Pinterest, Google Analytics and Google AdWords all enable you to track conversions. Many digital advertising platforms also use previous conversion data to decide who sees the ads, targeting people with a good record for relevant conversions. If receiving a phone call is an important conversion for you, you can also use Google Ads or third-party software to measure how many ads lead to calls.
E-commerce sites can also give you data on conversions; their focus is on sales, whereas publisher websites will give you data on factors such as traffic, interaction and time spent on the site. In addition, you can track conversions through your own internal CRM system.
When analysing conversions, compare the figures to the specific goals of your campaign to see how it is performing. You can also carry out A/B testing, where different ads go to different sets of people, to see which one is performing best; and you can calculate Cost Per Action (CPA), which is how much each conversion cost you. This can help you calculate your return on investment (ROI).
Website conversion tracking is not just about measuring the success of your digital marketing and making decisions about future spending and future campaigns; it can also help you improve the performance of your website by examining at what point people leave your website. It may be because something on your website isn’t working properly; it could be because the content on the page they finished at was not compelling enough to inspire them to take the desired action; or it could be that there are other issues with your website, such as a page that is slow, poorly designed or not user friendly.
You can then make tweaks to lead visitors through your “buying funnel” (the process they go through from discovering your business to making a purchase).
Start tacking conversions today so that you are better equipped to evaluate your campaigns, and then make changes that will bring better results in the future.
Need help? At Primedia Marketing we’re experts on tracking conversions on your webiste and use these techniques on a daily basis to evaluate and hone our clients’ digital marketing campaigns. Get in touch today to find out how we can help you.
