Conversion analytics are the data and insights which can be accessed and analyzed on an ongoing basis; conversion analysis is the process of auditing a website—and making adjustments—to increase the number of actions a visitor takes. Both seem much the same, yet are not and must be part of an ongoing process to include evaluation, testing and making adjustments to optimize user engagement.

If you’re running any type of digital marketing campaign and not engaging in conversion analysis, your marketing dollars are NOT BEING OPTIMIZED AND WELL-SPENT.

A conversion is any action or goal you want a visitor to take including:

  • making a purchase
  • signing up for a newsletter
  • completing a form submission
  • calling your business directly

An e-commerce business will want to track online sales but any business should be interested in tracking how many people complete a form or visit the contact page.

Some of the Primary Factors that Affect Conversion:

Landing Page Design
It’s important that the landing page has been properly optimized for conversions. Creating a mobile ad should have a corresponding mobile landing page. Sending mobile ad traffic to a desktop landing page will likely result in a decrease of conversions.

Content
The copy, images and videos on the landing page should complement the initial advertisement and drive visitors deeper into the conversion funnel. Sometimes the wording of a headline needs to be adjusted, while other times images need to be replaced.

Forms and Shopping Cart
The process to submit a form or complete a checkout should be smooth and seamless. An improperly placed button or confusing field requirement could lead to consumer frustration and a significant drop in conversions.

Conversion Rate Optimization (CRO)
To improve the conversion rate, you need to follow the data and analytics. Every industry and business has a different customer journey and to understand where visitors are dropping out of the conversion funnel requires an in-depth evaluation or your site. You’ll also want to engage in A/B testing to try out different headlines, page formats and copy to see which format increases conversions.

Be wary of proclamations that promise increased conversion simply by using a certain colour, button style or front. While design choices do affect conversions, there’s no magical combination or elements that will guarantee goal completions. Let testing and data guide your decisions.

At idig Marketing, data analysts, page designers, copywriters and conversion experts work together to analyze your current site and make improvements to increase conversion rates.

Increase your website conversions,
contact one of our marketing specialists.

idig Marketing is a full-service digital strategy and development firm that generates meaningful website traffic and drives high value leads to your organization. By optimizing organic content with paid advertising our custom methodology is adapted to meet your requirements and to exceed your objectives.

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