Your company website is more than just a place where your target audience can come to learn more about you, purchase a product, or sign up to receive your service. While you may have spent time developing a robust marketing strategy for your website, how do you know if your marketing strategy is accomplishing your specific conversion goals and providing you with more business and a high return on investment (ROI)?
Discover everything you need to know about conversion tracking on your website in this beginner’s guide, including how to clearly define your conversions, set goals, and accurately measure your website conversions with valuable online tools.
What is Conversion Tracking?
A conversion is a measurable action taken by a website visitor — for example, “converting” them into a customer or client. A conversion can come from SEO keywords searched on Google or a website visitor making a purchase or signing up for your email list. Many different forms of traffic can result in conversions. Conversion tracking identifies the actions taken and analyzes the results to identify your conversion rate and determine if it is successful.
By identifying your website’s conversion points, you can track and measure them quickly and easily, using the results to increase your return on investment. By finding what is working and what is not, you can properly allocate your time, energy, and money to marketing strategies that are going to give you the best return on your efforts.
Clearly Identify Your Conversion Tracking Goals
In order to accurately measure your conversions, you need to have a solid idea of your conversion goals with a strong marketing plan in place to direct your website audience to take action to accomplish these goals.
So, what are your conversion goals?
Is it to make sure a website visitor purchases a product, signs up for your email list, or fills out a form to learn more about your services?
Most businesses have many potential conversion goals to choose from. Additionally, your conversion goals will vary depending on your business type and may evolve over time. Generally speaking, you want to start with high-value conversion goals that have reliable data feeding into it. For example, high-value goals can be purchases, demo requests, or signups.
It is also important that your goals be specific and measurable, so you can identify if they are working and how well, adjusting as needed to increase your conversion rate.
For more on setting your marketing goals with the right KPIs:
Optimize Your Website for Marketing Conversion
In order to have conversions to track, you need to optimize your website with SEO keywords and specific calls to action (CTA) that drive website traffic and engagement.
By using relevant SEO keywords throughout your website, you will increase website traffic by increasing the likelihood of your website and landing pages showing up in Google search results for that specific keyword. For example, if you are a California-based wedding planning company, using SEO keywords and phrases such as “California Wedding Planner” throughout your website will let Google know you are relevant to that search.
You will also want to include clear CTAs throughout your website. This may come in the form of a pop-up banner offering a website visitor 10% off their first order when signing up for your marketing emails. It can also be as simple as a “Purchase” button located in a consumer’s cart encouraging them to complete their order.
Any action a website visitor takes on your website can and should be measured.
For more on how to craft an effective SEO strategy:
Measure Your Conversion Rate
Once you have your conversion goals outlined and clearly defined, it is time to track and measure your website conversion rate.
Your conversion rate is the number of conversions divided by the number of unique visitors. For example, out of the 100 visitors who explored your website, how many took your desired action and made a purchase, or clicked to “learn more” about your company (whatever your goal is)? The answer will give you a general conversion rate for that specific action.
There are valuable online tools and resources that can help you track website conversion from Google search engine results to online forms on your website. One of the most popular — because it is one of the most effective — is Google Analytics.
For more on how to get started with digital analytics:
Use Google Analytics as a Conversion Tracking Tool
Google Analytics is a free, valuable tool for conversion tracking because it helps you gather website data and analyze it accurately to find what is working and what is not. Some of the features of Google Analytics include:
- Measuring site traffic from various sources, such as social media and Google
- Measuring overall site traffic
- Measuring page-specific site traffic
- Measuring specific campaigns using Urchin Tracking Module (UTM) codes
- Measuring click-thru rates from Google search results
So, instead of having to go into each page of your website and analyze actions taken on each CTA or for each keyword, get started with Google Analytics to receive specific links and data to help you track conversions easily.
It’s Time to Start Conversion Tracking
Conversion tracking helps you measure the success of your website marketing efforts which will inform your continued marketing efforts moving forward.
By identifying what CTAs are being clicked the most and what SEO keywords are bringing the most traffic to your website, you can focus your efforts, time, and money to create more marketing strategies in and around those areas.
This may include purchasing Google Ads to move your website closer to the top of Google search rankings once you find an SEO keyword or phrase that works well for you. Or, you could focus social media ad campaign efforts on promoting your website.
By tracking conversions, measuring success, adjusting as needed, and implementing proven marketing strategies, you will increase website traffic and receive a high return on your conversion marketing efforts.
Jimmy is the Director of Marketing Analytics and Insights at AdRoll which basically means that he’s a professional cat-herder and data nerd. Other than whiteboarding big ideas, he enjoys all manners of food, travel, and woodworking.