This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
This focus of this post is how you measure conversion.
But, before we get to that, it’s important to distinguish between Sales conversion and Website conversion.
Sales conversion is when a member of the general public goes all the way through your sales funnel and becomes a customer.
Website conversion is when a visitor to your website does whatever action it is that you’ve asked them to do, which is typically never more than first one or two steps in your sales funnel.
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The short answer is…. You use the Goals mechanism within Google Analytics.
What I’m describing here is a very limited bit of what Google Analytics can measure as regards conversions, but the full capability of what conversions Google Analytics can measure is beyond the scope of this series. Google runs a series of web based training they call Google Analytics Academy. To learn more about what Google Analytics can do for you, I recommend you take their training.
For purposes of this example, we will assume that your website conversion is for people to fill out and submit the Contact Us form of your website and that you have a two part conversion process.
At the end of every blog post you suggest they review your client success stories. At the bottom of that page you suggest that they contact you to talk further.
In this limited example, you will define three goals that are what GA calls “Destination Goals”, which are URLS:
- One for the success stories page (www.acme.com/success-stories).
- One when the Contact Us form is loaded (www.acme.com/contact-us)
- One for after the Contact Us form is submitted (www.acme.com/thank-you-for-contacting-us)
Why is the loading of the form one goal and the loading of the Thank You for Contacting Us page another goal?
Because not everyone who loads the form actually submits it and you need to know your ratio.
For more on that, read the next post on measuring conversion ratios, which is continuation of this same topic.
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