Conversions occur when visitors or customers take specific actions as a result of your digital marketing. Unlike website behavior, conversions are more directly linked to sales and revenues. The goal is to increase profits, making sure your digital marketing converts is absolutely essential.
Here are four types of conversions that can indicate successful campaigns:
#1. Online sales
Online sales from your website is perhaps the simplest conversion for gauging success. Tracking your online sales is easy if you use Google Analytics or another Web analytics platform.
After installing a small snippet of code on your website, you’ll be able to see which of your campaigns are driving the most online sales. This is the most important conversion for strictly e-commerce business owners.
#2: Online-to-store sales
Not everyone who finds your business online will buy from your website. Local customers are likely to visit your store and make in-person purchases. How do you measure these conversions?
Don’t worry, there are ways to gauge online-to-store sales.
For example, you can collect information from prospective customers on your website, such as email addresses, that can later be compared with data collected at the cash register. Or, you can offer a special discount code on your website so when customers redeem the discount you’ll be able to easily match it back to the marketing campaign.
Or, you can be really low tech and just ask customers whether they found your business online. Clarify how they found you – such as via a PPC ad, Facebook or a Google search — and record their answers in a spreadsheet. Then you can see which campaigns drive more in-store conversions.
#3: Leads from Web forms
Most websites have forms that customers can use to request services, schedule appointments or get more information. If you’re using Google Analytics, you’ll be able to see which campaigns result in the most use of your various Web forms.
Any visitor who completes a Web form to request a quote could later convert into a customer. Therefore, marketing campaign success can be measured by the number of leads (Web form submissions) generated.
#4: Leads and sales from phone calls
Tracking leads and sales from phone calls is also important for businesses that drive sales via the phone.
To track calls, you’ll need to set up dynamic number insertion (DNI), which shows visitors different phone numbers depending on how they arrived at your website. You can then view your phone logs to see which campaigns result in the most calls.