Tracking Conversions

With increased traffic to your website, comes ample opportunity. Your website is a tool, and you need to determine how to use it. What is the goal of your website, and what would you like the visitor to do once they arrive? Are you an informational resource in regards to your product? Are you trying to drive traffic to your dealers? Perhaps you want an immediate sale. Whatever the reason, you need to measure the success of your site outside of page rankings. Search Engine Optimization (SEO) can provide a lot of things, but being #1 for a key phrase that nobody searches hasn’t added any measurable value. That's where conversions come into play. We have defined conversions as the most important metric for measuring SEO.

What exactly is a conversion? That depends on your business. The object of a conversion is to guide the visitor towards a goal of some sort. It can be a purchase, or often can include a download or white paper request, survey and informational requests. Measuring a completed goal is a conversion, and once you determine what your conversions are, you must have a tool for measuring them.

Pay-Per-Click campaigns are the easiest conversions to measure. They allow us to track where search engine visitors are coming from, and also convey how many conversions each ad receives based on the number of clicks to your ad. Let’s take it a step further. What happens after they click on the PPC ad and land on your website? Did they meet any of your goals? Tracking your own conversions is what provides value to your PPC campaigns. If a conversion goal was not met, we can refine the ad – and/or the landing page - test and measure. That’s where true ROI is evident.

Interested in learning how you can track conversions? NetSearch Partners offers customized conversion tracking tools created with the manufacturer in mind. If you want to increase your conversions, and start tracking your leads, give us a call.