local seo inbound marketing website conversions

Converting Website Visitors into Customers: How to Measure

Your business needs more than just traffic to your website. You need to convert some of those visitors into prospects.

In prior posts I’ve discussed some of the success principals of website conversion:

Tell your visitors what action you want them to take.

Make it obvious and easy on how to take the desired action.

De-clutter the path of them taking the action.

This post discusses the importance of measuring conversion and provides an overview of how to do that.

This article is part of a series of how to use Local SEO Marketing to generate leads for your business. For access to the main post, select the link in the prior sentence.

The primary tool to use is Google Analytics, and the specifics of how to use Google Analytics to measure conversion is beyond the scope of this post, but I will give you the main concepts and use the same language as is used within Google Analytics.

The single most important aspect of measure conversion is you want to measure BOTH how many times the conversion process is started AND how many times the conversion process is completed.

For purposes of having a tangible example, we will assume the conversion process is:

  • At the end of each blog post is a CTA (Call to Action) button that loads a contact us form.

Relative to measuring conversion, it is very important that the Contact Us form have a URL for it AND after the form is submitted a different web page (different URL) is displayed with a Thank You note of some sort (“Thank you for your interest, we will be in touch very soon”, for example).

This is important because within Google Analytics you can define Goals that are Destination Goals. A destination goal is a URL.

So you define the Contact Us form URL as one goal and you define the Thank You for Contacting Us page as a different goal.

Then, within Google Analtyics you can easily see how many times the Contact Us form is loaded AND how many times the Thank You for Contacting Us page is loaded.

The ratio between the two matters and I’m sure you can figure out why.

 

When your travel business needs more traffic, more leads, and more business, you should talk with us. We can help.

Download the eBook: The 7 Fundamentals of Being Found Online

 

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