Conversion tracking is the ability to capture and review what happened prior to a successful outcome in your website. Typically a conversion is a sales objective such as:
- a contact enquiry form submission
- newsletter registration
- download of a PDF
- an ecommerce sales transaction
We track these successes to find out what’s working and what’s not in your site.
Visitors don’t always reach the conversion phase in a single visit, and may take several visits. In these cases understanding how the client returns to complete the conversion is critical.
Often its the last step in the process is recognised as the successful medium when it not.
For example, I click on an Ad to visit your site.
I consider your offering; discuss it with my wife or business partner etc
After some time I return to your site with a Google search of your business name after deciding to register for the newsletter
It is your advertisement that attracted me to your site, not the followup Google search for your business name
Understanding how a new client engages with your business is critical so it can be replicated and reinforced to generate more leads for your business.
Analytics provides a deceptively simple conversion chart showing the channels and their order that contributed to the conversion.
Illustrated right is an extract of the Top Conversion Paths screen showing the sequence of events that lead to conversions:
- two organic searches
- two directs (ie typed in the web address)
- two referals (ie clicked on a link in another site)
- three referals (ie clicked on a link in another site)
- a referal then a search
Posted in: Analytics