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Using Conversion Tracking for Website

Optimization

As a business owner, you have many options when it comes to website performance

optimization. Tracking visitor behavior is one of the best ways to ensure that your

website is working for you. You can do this through in-depth web analytics, or you can

choose to track conversions from the different marketing channels your business

employs.

What is Conversion Tracking?

Whether it’s a PPC link on a search engine or a promotional ad in an e-mail, every click

counts as a conversion. By embedding special codes in your links, landing pages and

online advertisements, you can collect information about how many people click on a

link and how many clicks translate into actual sales.

Click-Throughs vs. View-Throughs

Simply put, a click-through conversion is when a customer clicks on an advertising link,

is brought to your website and subsequently makes a purchase. This may be on the same

day or several days later depending on the kinds of tracking codes you’re using.

View-through conversions represent customers who see your ads but wind up on your

site through another avenue. Their purchases count as conversions as well, though this

type is less concrete and harder to keep track of than a traditional click-through.

Benefits of Tracking Conversions

Many online advertising channels cost money. PPC ads, ads on social media and banners

on other websites all factor into your advertising budget. If you have people creating

content for you, that adds another expense. However, it doesn’t make sense to continue

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paying for marketing methods that aren’t generating sales. When you start tracking

conversions, you can:

• see which types of ads are driving the most traffic

• determine the best avenues for marketing and sales

• track how often each type of impression leads to a sale

• get a clearer understanding of customer behavior

Applying the resulting information to your marketing campaign lets you cut out methods

that aren’t working and invest more in those that are. The best traffic generator for your

website should be the one you put the most time and money into.

Conversion tracking is just one of the many website optimization tactics you can use to

ensure that you’re getting the most out of your business website. Using the data you

collect, you can update your marketing efforts to drive more traffic. The more targeted

your marketing campaign, the better your chances at increasing profits and building a

bigger customer base.

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