I have said it many times before and I am saying it again, you need to use conversion tracking if you want to have success with any online business format especially when using a ppc platform such as AdWords. For any business to succeed it needs goals and conversion tracking is a way for you to measure those goals.
Conversions do not have to be sales
Many people think that if they are not selling a product on their website then they cannot have conversions. They think of conversions as being synonymous with sales. While a sale is considered a conversion there are many more actions that can take place on your website that can be conversions as well. Here are some ideas of actions you might consider a conversion on your website or blog.
- Completion of a contact request form – Many websites have a “Contact Us” page. On this page you will often find a simple form that a visitor to your site can complete in order to request contact from the site owner. This is usually considered a form of lead generation and should definitely be considered a conversion. This is also a very easy type of conversion to track, especially if you a using some type of Analytics on your site. Sure, you can always ask the person requesting contact how they found you but using a service such as Google Analytics to track any clicks of the submit button on your contact form will tell you exactly how that visitor came to be on your website and that can be very valuable information for any business.
- Signing up for a membership or a newsletter – this type of conversion is another obvious one and can be tracked with the same methods you would use to track the contact form.
- Phone calls – Phone calls can be a little more difficult to track as you might need to use a call tracking service to provide you with a unique phone number that is only used on your website. Google AdWords provides a unique Google forwarding number you can use for your AdWords ads and which can be very helpful.
- Page views or visit duration – These are metrics of user engagement on your website and can be tracked to determine which sources of traffic tend to be more interested in the content of your site.
- Video views – If you have videos on your site, tracking the number of views your videos receive and from where can also be another form of conversion for you. Google Analytics has features that will allow you to track this.
Those are just a few ideas to get you started. You can use variations or combinations of these conversions to track the most valuable traffic to your website and where it comes from. I have mentioned Google Analytics a couple of times because this is the tool I use on almost all my clients to track conversions. Analytics has the benefit of being linkable to Google AdWords and importing conversions into AdWords. Having conversions in AdWords makes optimization easier and you can learn more about that in my article on CPA bidding.
No matter what your business is, if you have a website or blog, try to do something to track conversions. I promise, you will be happy that you did.