Tracking Website Conversions

What is a website conversion?

Share This Post

Share on facebook
Share on linkedin
Share on twitter
Share on email

What is a conversion?

Ideally, a website should serve a business purpose. It’s not just there to look pretty and tick a box, it’s there to drive revenue.

The question becomes how? Different businesses will want different outcomes for their visitors. But generally speaking, you will want visitors to take some kind of action when visiting your site. The chosen action is a conversion.

Three types of conversions

There are many types of conversion, but for most businesses, they will fall into three main categories:

Sales – if you are running an online store, sales are the aim – so each will be tracked as a conversion
Enquiries – most services will be aiming for enquiries, which can be a submitted form, someone clicking your email address, or phoning a tracked phone number.
Sign-ups – this can be signing up for a free trial of an app, or to your mailing list

A range of other conversions can also be defined. For example, a restaurant might view a conversion as a visitor looking up the directions.

It is up to you to define what are the ideal outcomes for somebody visiting your site and to track these as conversions.

Why measure conversions?

Conversions happen whether or not you’re measuring them. The form will still be submitted, the sign up will still happen. So then the question is ‘why bother measuring them’?

Simply put, tracking conversions lets you identify which parts of your marketing are actually generating revenue rather than just visits.

On a large scale, this is reflected as channel attribution. It allows you to see whether customers are coming from organic search, paid ads, social or another channel.

On the small scale, the data can be used to refine your advertising campaigns. It allows you to see which keywords, adverts, display audiences or other aspects are giving you the best RoI so your campaigns can be fine tuned.

It’s about helping to guide your future marketing investments, to let you spend money and time on the areas that are working instead of just guessing.

How to track conversions

Most websites track conversions as goals in Google Analytics (GA).

Doing so  requires installing a few snippets of code on the site, along with setting up the relevant settings within GA.

It is something we do as standard for Nivo clients, so please get in touch if you would like our assistance.

More To Explore

  • Do you want more traffic?

    Nivo is a streamlined website and marketing agency that helps you to create a hard working shop window with on point messaging to get you more customers.
    Tracking Website Conversions

    About Nivo Digital

    We’re Nivo Digital , an ambitious digital marketing agency based in Bristol. We specialise in PPC, Website design and SEO. We offer a connected, multi-channel marketing service tailored to every client we work with. We’re all about achieving growth for our clients. Our vision is to see all of our clients thrive. We strive to make them look like the best option, no matter what they do.

    Do you want more traffic?

    Nivo is a streamlined website and marketing agency that helps you to create a hard working shop window with on point messaging to get you more customers.
  • Get marketing tips & updates