Turn Website Traffic into More Conversions: Test, Track, MeasurePresentation Transcript
Turn Your Traffic Into Customersfor the Virginia SEO/SEM Meetup Deborah Ager @clickwisdom www.clickwisdom.com
What is a Conversion? A conversion happens when a website visitor completes the desired action on your website, such as a signup, page view, or purchase.
Why Track Conversions? “I know that half of my advertising dollars are wasted…I just don’t know which half.” John Wanamaker (via SearchEngineLand)
Why Track Conversions? You can’t manage what you can’t measure. You can’t measure what you can’t track.
Determine Your Website Goals What Will You Measure? email newsletter signups? purchases? other?
Tracking Conversions with AdWords
Conversion Basics Conversions (one to click): After the first conversion, no more are counted. Good for one-time actions (leads). Conversions (many to click): Counts each conversion. Good for ecommerce sites (multiple purchases).
Install Conversion Tracking Code Easy. Copy and Paste! Image by Jason Gulledge
Verify: Don’t Gamble Recommendation: Test the entire process yourself to ensure tracking works.
Gamble… NOT RECOMMENDED: Wait for someone to buy and see if the conversion tracking works. If it doesn’t work, then you might…
AdWords Reporting Reports can be viewed online or downloaded to your computer. Excel comes in handy to mine and analyze downloaded data.
5 Steps to Online Success Test New Ideas Track Results Measure Success (or failure) Change Based on Results Test Different Items
6 Ideas for Your Testing Plan Google Content vs. AdWords Sign-up form location on landing page Design elements (colors, etc) Photos (a lot can be done here) Headlines, other copy Keyword insertion
Primer for Tracking Website Conversions
How to Track Website Conversions Select GOALS in the Google Analytics sidebar
Select “Set Up Goals”
Select “Add Goal”
Name Your Goal
What Kind of Match? Exact Match Head Match:This includes identical characters from the string’s start and includes characters you indicate. Regular Expression Match:Uses characters that allow wildcard matching. Useful with trailing parameters.
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