The document discusses the importance of conversion tracking for marketing. It defines conversion as the ultimate goal of marketing efforts, such as a sale, opt-in, or lead. Conversion tracking allows marketers to see what activities are driving conversions and improving productivity by focusing efforts on successful tactics. The document recommends using conversion tracking for all marketing activities to optimize results and increase profits over time.

1. The Importance of …
CONVERSION
TRACKING
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2. INTRODUCTION
In this presentation we are going to discuss
the importance of conversion tracking,
covering points such as:
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What is a Conversion?
What is Conversion Tracking?
Why is Conversion Tracking Important?
Where Do You Use Conversion Tracking?
Understanding Conversion Rates!
Conversion Tactics
Conversion Tracking = IMPROVED
PRODUCTIVITY
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3. WHAT IS A
CONVERSION?
If you are a sporting person then you may
be more familiar with the term
‘conversion’ being used when a goal is
scored within Rugby or a touch down is
scored within football in the US.
So a conversion is the ultimate aim of
these two sporting activities.
And within the context of marketing a
conversion is the ultimate aim of what you
want to achieve for your marketing efforts.
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4. EXAMPLES OF
A CONVERSION
Here are some examples of a conversion
in terms of marketing …
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A sale
An optin
A lead
An enquiry
A completed questionnaire
A phone call
A Facebook ‘like’
A Google Plus One
What ever your ultimate aim, this will
be your conversion …
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5. WHAT IS
CONVERSION
TRACKING?
If you are unfamiliar with the term’
conversion tracking’ allow me to explain …
When marketing online (or offline)
conversion tracking is the means by which we
know where the conversion came from and
what triggered the conversion.
Conversion tracking will allow us to PRECISELY
know where the lead, optin, enquiry or sale
came from.
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6. WHY IS CONVERSION
TRACKING
IMPORTANT?
Conversion tracking is important because marketing online will invariably involve multiple marketing
activities and promotions so unless you know where the conversion has come from ... you won’t know
what part of your marketing is working and what parts are not working.
Conversion tracking allows you to identify where the conversions are coming from and then focus on
those marketing activities to improve the conversion rate even further.
By also identifying what is NOT working conversion tracking allows you to either stop the marketing
activity whichh is not working or make changes until you are happy with the conversion rate.
Remember the age old saying that ‘time is money’ …. so it doesn’t matter whether your marketing has a
direct cost (paid advertising) or not … each conversion has a cost whether its a monetary or time cost to
you and your business.
NOTE: conversion tracking is not a one off activity, it should be a constant within all of your marketing by
continually tracking and improving conversion rates.
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7. WHERE SHOULD YOU
USE CONVERSION
TRACKING?
The simple answer is EVERYWHERE!
If you fail to track one single marketing activity it could lead to a loss in
productivity, sales and lead generation.
If that one unproductive marketing activity is taking 30 minutes each day,
this will soon add up to nearly 4 hours each week (half a working day) and
more than 4 average working weeks over the course of the year!
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8. WHERE SHOULD YOU
USE CONVERSION
TRACKING?
For example you may be promoting a product or service via a tracking link which you then
place for example on:
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Your blog
Your website
Your email signature
Your newsletter
On facebook
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On Twitter
On Google+
Within downloadable documents
Google Adwords
Facebook Ads
By employing conversion tracking … when a conversion takes place you will know EXACTLY
where the conversion came from. Obviously there are 100′s of places you could promote
your tracking link, the above are just a few examples.
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9. UNDERSTANDING
CONVERSION
RATES
This is critical …
Your conversion rate will indicate the success or failure of any given marketing
activity.
EXAMPLE: Lets assume you have spent time on 3 separate marketing activities. Each
will have its own conversion rate.
The conversion rate is calculated by taking the number of conversions, dividing this
by the number of ‘actions’ and then multiplying this by 100 to give a % (percentage
conversion rate.)
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10. UNDERSTANDING
CONVERSION
RATES … continued
Marketing Activity #1:
Conversions = sale x 8
Action = completed questionnaire x 164
Conversion rate = 4.87%
Marketing Activity #2:
Conversions = product download x 26
Action = newsletter optin x 475
Conversion rate = 5.47%
Marketing Activity #3:
Conversions = telephone enquiry x 73
Action = online product demo x 1257
Conversion rate = 5.80%
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11. CONVERSION
TACTICS
Conversion tactics will vary according to the type of product or service, the
way its being marketed and what your conversion aim is.
As a rule of thumb always have at least 2 versions of your marketing activity,
for example run 2 types of advert, try two types of call to action, then drop
the one with the lowest conversion rate and replace with a new version.
Then repeat this over and over again, the end result will be that your
conversion rates continue to improve and increase for ever more.
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12. CONVERSION
TRACKING =
MORE PROFIT
If you have not yet embraced conversion tracking for your
business you will be amazed at just how more profit you will
extract once you leverage this simple strategy for your business.
With increased productivity comes more conversions, more
sales and ultimately more profit and more time to spend your
profits …
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13. WHERE CAN YOU
FIND A RELIABLE
CONVERSION
TRACKING SERVICE?
CLICK
HERE
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14. IMAGE RESOURCES USED
WHILST CREATING THIS
SLIDESHARE…
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Question mark & van image from Icons8.com
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Exclamation image from vistaico.com
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Location image from danilodemarco.com
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Chess image from everaldo.com
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More image from ionicons.com
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