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Website conversion tracking – why you should care

Posted by Nick Whyatt on

Google Analytics conversion tracking pic

If you have a website and you’re not familiar with conversion tracking in Google Analytics, the chances are you’re missing out on something that can be very quick and easy to implement and gives you a lot more insight about your website’s real performance.

Most website owners or editors are familiar with Google Analytics and concepts such as page views and bounce rates. Whilst these are part of the picture, in most situations conversions are more important; a page with a lower number of page views that converts well, beats a page with a higher number of views that converts poorly, in much the same way that turnover is almost useless without profit.

What is conversion tracking?

Conversion tracking at its most basic is the tracking of definite positive interactions with your website, interactions that show a visitor is interested or is making a purchase or enquiry. These can vary depending on the kind of website you have, but can include:

  • Enquiry form submissions
  • Downloads
  • Purchases or subscriptions
  • Comment form submissions
  • Landing page hits
  • Video plays, etc.

By tracking these interactions you will get a much clearer idea of whether you’re attracting the right sort of traffic to your website and whether the content and layout of your website is engaging that traffic when it arrives.

What can you do with the information?

The insights gathered from this data can be used in a number of ways to increase the performance of your website. This may not require sweeping changes; subtle adaptations such as experimenting with different content or content types and the modification of layouts and on-page elements to improve user experience can often be done quickly and with relatively little expense. These can still have a significant impact on the success of a website.

Why should you care?

Ultimately because creating and supporting a website costs money and is a lot of business’s central marketing asset. By isolating the channels used to promote your website and identifying how well each converts, it gives you the opportunity to make decisions with the power of insight and either optimise each channel further to get better value for money or even stop it altogether if all it is doing is providing your website with a volume of disengaged traffic.

If you’d like to know more about what visitors are doing when they reach your website, get in touch and POP will be happy to help.

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