What are conversions, why you need them, and some examples of good conversions for ecommerce and service-based marketing websites.
Conversions are the goals of your website. And they’re vital to your success as an online business. Here’s what I mean…
Before you go on a vacation, you need to know where you’re heading. If you want to go to Disneyland in Anaheim, California, it won’t be a successful trip if you end up at Six Flags in Arlington, Texas. One of the points of a vacation is to get where you want to go.
The same is true in digital marketing. The point of your website is to accomplish particular goals. If you accomplish other things besides those goals, you may generate interest, but it will not translate to business success. You need to hit those goals – you need conversions.
What Is A Conversion?
According to Boost Suite:
A website conversion is the most important factor to the success of your online marketing strategy and goals. It means getting your visitors to do what you want them to do, whether that is to buy your product, sign up for your newsletter, register for a webinar, download a whitepaper, or fill out a lead/contact form.
Every business has both unique and similar website conversions. Your conversions may be distinct from another type of business, but they will be similar to other businesses in your industry.
Here are a couple of examples to help you understand what kind of conversions you should be tracking.
Example #1: Trulia Conversion Pages
Trulia is a real estate website. According to Trulia’s About page, they provide home buyers, renters, and sellers the insights they need to make informed decisions about where to live. Trulia’s conversion is very simple. It’s a 2-page lead generation form. The 1st page asks for an address and the 2nd page asks for unique information.
When a person fills out the form, Trulia is notified so they track a conversion.
Example #2: Trampoline Parts & Supply
Trampoline Parts & Supply sells trampoline parts. They would have several conversions that would be true of most ecommerce stores. For one, “add to cart” would be a great conversion. Second, “completed order” would be another great conversion to track. The more of those conversions that happen, the more successful their online marketing efforts will be.
Identify Your Website’s Conversions
Do you know what your website’s conversions are?
- If you have an ecommerce business, then a sale would be a good website conversion? Also, you should be tracking email signups in case prospects create a cart, but don’t buy.
- If you have a service based business, then you should track your leads? The prospect won’t buy from you when they first arrive, but they may pick up the phone and call you. You should track those phone calls and online contact forms.
Once you track online and offline conversions, you can begin to improve them. Because you can’t improve what you don’t measure.
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