What is Conversion Tracking?

Conversions. What are they, and why track them?

Conversion is a fancy way of saying “action.” Stemming from the goal of converting website visitors to customers—whether you are selling organic tea, car repair services, or nutritional advice—conversion is a metric that tells you what actions your audience takes as they interact with your digital presence. 

In essence, if your conversion rate is low, then people aren’t progressing through the “buying” process, and something needs to change. Tracking conversions can help you uncover where that change needs to take place, and even test your solutions.

By analyzing conversion data, you can determine how well your digital strategy is working for you with your customers, and improve it along the way to meet goals like:

• Better targeting users/demographics.
• Defining contact preferences (i.e. chatbots versus phone calls). 
• Enhancing your website’s overall user experience.

What story does your conversion tracking tell?

Conversion data is collected as your customers perform actions related to you. Sites where you advertise (via Google Ads, or LinkedIn and Facebook) provide various kinds of data about actions taken, which can include both clicks and views. Conversion data can also include newsletter sign-ups, content downloads, read time, purchases, event registrations…  put it all together, and this data tells a story.

When that data says most of your visitors are mid-level managers but your target audience sits in the C-Suite, you are faced with the opportunity to make some strategic changes. But first, you must determine why, which may include factors about your site, as well as customer behavior, and in combination. 

The plot thickens, so they say. 

Investigate your conversion story. Call in the detectives! 

• Map out the conversion journey. If your business promotes its products and services via email campaigns, what is your open rate? Click rate? Do users wander through your website once they arrive there? Where or when do users bounce away from your site? There’s a lot you can see, analyze, and tweak before ever getting to an actual purchase.
• Put your budget to work. Do your users act more on email promotions or educational content? Are they more responsive to social media content or direct email campaigns? Go where your user behavior is heavy, and give them more of what they want. You’ll stop wasting money on content strategies that don’t fly with your audience, and the increased engagement builds brand loyalty and awareness. 
• Pave the path that leads them. So you’ve learned a lot about your users’ behaviors. With this intel in hand, you can shift your reactive approach to a proactive, more targeted approach with tools like tag management systems and remarketing strategies. Get real intentional with those intentional visitors. You can do this!
• Prove your worth to the suits. If you’re part of a marketing team that needs to justify its budget, headcount, resources, and spend to the executives, conversion tracking is your friend. Conversion metrics offer concrete evidence that your efforts have driven sales and contributed to the growth of your business. Don’t be shy about your marketing achievements.

You may be thinking…“This looks critical, but I don’t want to learn this stuff.” You’re not alone! Contact the Cazarin team today to discuss how we can support your conversion tracking, and help you meet your goals.