In a previous Boston Web Marketing blog, we discussed the importance of conversion optimization and making sure that your ideal conversions are placed in the most optimal spots on your website. The difference between a high-converting and low-converting website is sometimes as simple as conversion placement and design. However, the next filtering between good and great digital marketing workflows is how well you track those conversions.
As a refresher, it is critical to ensure that your conversions follow these critical rules to ensure that users can make purchases/appointments/etc. via your website:
- KISS: Keep it short and simple, the easier it is for a user to click a button, fill out a minimal list, the more likely they are to convert on the website. A drawn-out conversion is less likely to be clicked and interacted with by user than a simple one.
- Buttons, forms, lists, phone calls, and e-commerce platforms can be set up to make it a breeze for users to contact your about more information or simply make a purchase.
- Mobile-friendly is key! Google ranking factors and simply capturing a user’s attention must address how well your conversions work on mobile sites.
Now that you have an idea of how your conversions are set up, the next step is to determine which conversions are the most valuable for your business so you can effectively track, re-marketing, and continually optimize your digital marketing strategy:
Step 1: Set values and importance level based on your business model
Conversions are not a one-size fits all need for businesses. In fact, determining your most valuable conversions is the one of most important parts of the digital marketing process. For example, if your business requires an in-person consultation or contract in order to procure products and services, then phone calls and contact forms may be your best conversions. Conversely, an e-commerce store can just track the number of products sold and set monetary amounts.
Take some serious thought to determine, based on your business model, if phone calls have an estimated value for your business. Or if you can set up a third-party software or e-commerce platform for purchasing. Once you know what your easiest and most optimal conversion will be based on the consumer process, determine if you need a button, form, or something else to get started.
Step 2: Start tracking primary conversions on Google Tag Manager and Google Analytics
Once your primary conversion is established, make sure that your Google Analytics account and Google Tag Manager accounts are synchronized. Tag Manager makes it very easy to track even the most complex consumer behaviors and add those metrics into your GA account.
Test the conversion thoroughly on Tag Manager to ensure that it is firing on the right interactions. Once the conversion is set on tag manager, also double check that it is firing in Google Analytics with the proper labels
Step 3: Track secondary conversions, build reporting for website KPIs
Even though you’ve set up your conversion tracking for your main conversion, it also helps to track other interactions to see if there are other consumer behaviors that could also generate business. Track all phone call clicks, form requests, contact links, and get direction links as a starting point.
Any key pieces of content or landing pages that you want to track can also be set up with specific page view tags as well, if you’re building an awareness marketing campaign. Secondary conversion tracking allows a business to make adjustments to their conversion funnel without much second guessing. These metrics may even provide enough insight to determine a whole new primary conversion need for your business.
In addition, website KPIs including sessions, organic search volume, pageviews, bounce rate, new users, returning users, etc. can also identify your most engaging pages and content. Conversion placement on increasingly valuable content can also help to drive purchases on your website if you build the reporting necessary to do so.
If digital marketing is completely new to you, or if you just need an expert to get started, then contact Boston Web Marketing today. We can organize your digital marketing insights in a way that is actionable and drives results!