Hi I’m Brent Curry, search marketing specialist with TinyFrog Technologies. Today I want to talk about conversion tracking. This is the most important metric you can be tracking with regards to your website. We can measure how many people clicked on an advertisement and how many impressions did we get, and then get a good click through rate measurement. But that doesn’t tell us anything about how many of those people actually bought our product or service, or maybe filled out a contact form saying that they wanted to talk more with our staff. Those are really the key data points so I really encourage you to think hard about how to set up some conversion tracking on your website.
One of the easiest ways to do this would be to offer a contact form. A form is going to be much more trackable than say a phone number because someone can pick up a phone and call you and it falls outside the realm of Google Analytics. We can track the contact form. For instance, when someone submits a contact form, it sends them to a unique thank you page and then you can track the number of people who have visited that page. The beauty of this is that you begin to see this conversion data within the rest of your data. When you start to look at your source data – where do people find your website – you can then also see how many conversions came from those various sources, so you understand where the rich sources of traffic are coming from. Then, you can begin to dig deeper into those sources. Perhaps we want to invest more in email marketing or investing in advertising on a particular website because it’s working so well. That metric by itself is very huge. If you have e-commerce on your site, look through the documentation of the platform that you’re using and how to set up tracking in Google Analytics.
I highly recommend that conversion tracking becomes a priority for you and it really changes the way that you’re looking at the data in Google Analytics. Once again, this is Brent Curry with TinyFrog Technologies. If you have any questions about search engine marketing at all, give us a call.