How can you measure conversions on a website
In the world of e-commerce, the ultimate goal of any website is to convert visitors into customers. This process of turning website visitors into paying customers is commonly referred to as "conversion." Measuring conversions on a website is crucial to the success of any online business, as it helps identify which marketing strategies are effective and which areas of the website need improvement.
In this article, we will discuss what website conversion is, why it is important, and the various methods of measuring conversions on a website.
What is Website Conversion?
Website conversion is the process of turning a website visitor into a paying customer. A conversion occurs when a visitor takes a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.
Why is Measuring Conversions Important?
Measuring website conversions is important for several reasons:
Identifying Effective Marketing Strategies: By measuring conversions, you can determine which marketing strategies are driving traffic and which are resulting in actual sales. This information can help you make more informed decisions about where to allocate your marketing budget.
Improving Website User Experience: Measuring conversions can also help you identify areas of your website that may be hindering conversions. For example, if visitors are leaving the website without making a purchase, you may need to improve the website's user experience to make it more appealing to visitors.
Tracking Progress: Measuring conversions allows you to track the progress of your website over time. By analysing data over time, you can identify trends and make adjustments to your marketing and website strategies as needed.
Methods for Measuring Conversions on a Website
There are several methods for measuring conversions on a website:
Google Analytics: Google Analytics is a free web analytics tool that can track and measure website traffic, including conversion rates. You can set up goals in Google Analytics to track specific actions, such as form submissions, sign-ups, or purchases.
Conversion Tracking Software: There are several conversion tracking software programs available that can track and measure conversions. These programs often provide more in-depth analysis and reporting than Google Analytics.
Call Tracking: For businesses that receive phone calls as a result of their website, call tracking can be used to measure conversions. Call tracking software can provide valuable data about the number of calls received and the source of those calls.
A/B Testing: A/B testing involves creating two versions of a webpage, with small variations between the two, and measuring which version leads to more conversions. A/B testing can be a valuable tool for optimising a website for conversions.
Measuring website conversions is essential for the success of any online business. By identifying effective marketing strategies, improving website user experience, and tracking progress, businesses can make informed decisions and optimise their website for conversions. With a range of measurement tools available, businesses can choose the method that best fits their needs and goals.
What about conversions on non e-commerce websites?
Measuring conversions is not limited to e-commerce websites, as it can be applied to any website that has specific goals and desired user actions. Non e-commerce websites, such as informational or service-based sites, can also benefit from measuring conversions to determine the success of their website and marketing efforts.
The desired actions on non e-commerce websites may vary depending on the website's goals. For example, a website that provides a service may measure conversions based on the number of users who sign up for a free trial or download an app. A non-profit organisation may measure conversions based on the number of donations received through the website or the number of people who sign up for a newsletter.
The methods for measuring conversions on non e-commerce websites are similar to those used for e-commerce websites, such as Google Analytics, conversion tracking software, call tracking, and A/B testing. However, the goals and metrics may be different, depending on the website's objectives.
For example, Google Analytics can track pageviews, time spent on the site, and the number of form submissions, among other things. Conversion tracking software can track the number of downloads, sign-ups, and inquiries. Call tracking software can provide data about the number of phone calls received, call duration, and source of the calls.
In summary, measuring conversions on non e-commerce websites is just as important as on e-commerce websites. By identifying goals and measuring conversions, non e-commerce websites can determine the effectiveness of their website and marketing strategies, and make necessary improvements to improve their website's performance.