3 Easy Ways to Determine Your Website’s Conversion Rates
We briefly covered conversion rates in part three of our marketing course. Below we’ll consider how this metric is applied when considering your digital presence.
Why Conversion Rate Is Important to Measure
Most businesses use a system such as Google Analytics to monitor their website’s visitors. This is vital to improving the user experience on your website, however that shouldn’t be the only thing you consider about your website. Ultimately, you need to figure out how many of your leads are taking steps to becoming a customer.
Once you have measured both visitors and conversion rates, then you can decide where to focus your marketing efforts, whether it be increasing visitors or converting more of them into customers. Think of it this way: there’s no point in increasing visitors if you don’t see enough of them converting. Figure out why prospects are not moving on to the next stage and fix that to increase conversions.
Which Conversions to Measure
Conversions are not just represented by purchases. Conversion can refer to any time someone performs an action that you have encouraged them to do. Here are some ideas for things you could measure:
- Making a purchase
- Booking an appointment
- Contacting the business
- Subscribing to an email newsletter
- Signing up for a free trial
- Downloading resources
Once you are more familiar with measuring onsite conversions, you can move on to tracking which channel your conversions came from, such as social media, organic search engine results (SEO) or paid advertising.
Google Analytics Is Your Friend
Google Analytics is a tool that allows you to track everything to do with your website. While it may appear very complex at first, Google offers many free courses on its use.
With Google Analytics, you can set up goals and track anything measurable on your website — in this case, conversion rates. Before you get started tracking conversion rates with Analytics, you’ll need to prepare a few things first, like an understanding of the goal you wish to measure and a landing page designed to convert your visitors.
Once you have all you need, setting up a tracking system is quick and easy. If you aren’t 100% confident you can set up a goal yet then don’t worry — click here to view Google’s own tutorial.