1 question every business owner should ask themselves is – why do I have a website? Is it to generate leads for your sales team to follow up? Is it to sell products online? Or is it maybe to book more people onto a course you run? Whatever the answer, conversion tracking is essential to measuring your success online. So why is this? And how do I go about setting it up?
Let’s break it down:
Conversion tracking is setting a goal in your analytics program (e.g. make a purchase or submit contact form), then collecting data on the users who complete this goal.
One of the most important parts in digital marketing (and business in general) is goal setting, tracking, and analysis. Without this fundamental piece of information, how can you measure success? In the analog world, we set ourselves targets to achieve, work towards achieving them, then review how we did and set more. But 1 crucial mistake many businesses are making in today’s digital world is not translating this practice to their #1 salesman: their website. Digital marketing is tough, but with the correct conversion tracking setup, you are given information you can use to work out where your attention should be focused, saving you time and effort being spent in the wrong places.
Luckily there exists a powerful (and free) tool that you are probably already using that you can easily set up conversion tracking – Google Analytics. If you have it set up on your website then let’s take a look at how you set up goals:
First, go to the ‘ADMIN’ section of your website on Google Analytics and click the ‘Goals’ button on the 3rd column across.
Next, click the red ‘+ NEW GOAL’ button at the top to begin setting up a new goal for your website.
On the next screen name your goal (i.e. if you have an e-commerce site your #1 goal will be for visitors to ‘Make A Purchase’, or if you run a blog your #1 goal might be for visitors to ‘Sign Up To Newsletter’). Depending on what your goals are, you will want to choose the relevant goal ‘Type’ as listed on this page. For this example, we will work with the visitor being sent to a thank you page after they make a purchase.
On the last screen is where you tell Google Analytics exactly what the visitor does in order to complete a goal (a conversion). In this example, once a user has checked-out on the page and ‘Made a Purchase’ they are taken to the page www.example.com/thank-you/. We tell Google Analytics to count a visit to this page as a conversion. Once we have inputted the destination, if we click the ‘Verify this Goal’ button, Google Analytics checks the URL visits again previous traffic and tells you if anyone actually visited this page. If the result is 0% then there’s an error in the URL you entered (or no one has made a purchase yet). Check and double check the URL, if you are happy then click the ‘Save’ button to finish.
Digital marketing and analytics go hand-in-hand. Without the data on who is interacting with your business and how you have no way of knowing if your website is working for you. Marketing without goal tracking is like running a marathon without knowing where to run – you have an idea of where you want to be (i.e. 50 online sales a day) but have no idea if you’re making progress towards that goal. So set yourself up destination markers and add conversion tracking to your website!