Every piece of marketing collateral for a business or organization should have some sort of goal in mind. A direct mail piece may have a call-to-action designed to have recipients call to place a reservation. An email marketing message could be designed to drive visitors to a specific landing page promoting a new product line.
A website should be no different – it is a marketing effort and should have a clearly defined purpose for you. It should provide a function like lead generation, product sales, newsletter signups, brand engagement or even a combination of all these.
Am I Converting Yet?
Well, depends… MarketingSherpa defines a conversion as
the point at which a recipient of a marketing message performs a desired action.
For example, E-Commerce websites will most likely consider their primary conversion metric as a sale – the point at which a visitor on the website successfully completes the checkout process. A real estate listing website could set their conversion metric as a lead generated online when a visitor submits a contact form to request more information on a property. A human resources recruiting firm may consider an online job application submissions as a conversion. Non-profits might call a donation submitted online a conversion while a bed and breakfast could consider a visitor booking an online reservation a conversion for their website.
Each of these business models has their own unique definition of what it considers to be a successful conversion, but what they all have in common is their conversions are visitor actions occurring on their websites and these actions drive business forward.
Don’t stop online though – each of your marketing efforts should also have a clearly defined conversion metric in mind as well!
My Conversion has a Name. Now What?
Simply put – you can’t manage what you don’t measure. Once you’ve decided which Key Performance Indicators (KPIs) are for your website it’s time to determine how you will measure them. The beauty of Internet marketing is everything can be measured through clicks.
Tools like Google Analytics can track nearly every aspect of your website visitors and make it possible to set up reports to measure conversions, calculate conversion rates, track user click paths and even set up conversion funnels to see which steps of the conversion process might be difficult for visitors to complete.
Using this data you can test which call-to-action work best for different areas of your site; optimize the conversion process for your visitors; target more resources in areas that are already converting well for you and truly start turning your website into a highly efficient tool that’s in complete alignment with your company or organization’s goals!