What is conversion tracking?
Tracking conversions means understanding when and how users are taking valuable actions on your website (e.g. buying something, calling you, or filling out a form).
How is conversion tracking helpful?
Conversion tracking helps companies interpret results. What worked? What didn?t?
How did that SEO project we did create tangible results? They it lead to phone calls? Sales?
Driving website traffic is usually a good thing. Tying that traffic to revenue is better.
Who should implement conversion tracking?
Conversion tracking is most important for websites with lots of activity. How are your marketing campaigns performing. What efforts are leading to revenue? Why?
For small websites, conversion tracking may be more of a headache than anything else. If your site is brand new, you probably don?t have much traffic, muchless people who are actually filling out forms.
That doesn?t mean you should disregard conversion tracking but it may not be as valuable due to a smaller set of data.
Conversion tracking and the SEO process
SEO takes a long time. It?s an investment. But when any investment pays off, you should know.
Properly attributing value to online user interaction can bring tremendous results.
Tracking ecommerce (product) sales
For ecommerce websites, the answer is simple ? track website purchases. Set up ecommerce tracking in Google Analytics and you?ll be able to track purchases on your website, how those purchasers got there, and a whole lot more (e.g. what page a purchaser landed on).
Tracking service inquiries and leads
The services industry is a little trickier. How do you attribute value for a lead? Sometimes you have to get creative.
Common conversion tracking inputs include:
- Contact forms
- Phone calls. This may require dynamic number insertion from a company like CallRail.
- Newsletter signups
With conversion tracking, you can track each of these events.
Tracking conversions leads to a better understanding of results. What value did our efforts bring? Aside from traffic, how are our marketing campaigns generating revenue? Where can we improve?
Correct answers to these questions can lead companies to do bigger and better things. Misinterpreting successes and failures leads to a lower likelihood of positive outcomes.
If you?ve got the means and the know-how, set up conversion tracking right and you?ll be set up to better interpret impactful website interactions.