20 Website Conversions to Track and Optimise

by Dean Marsden on 31st May 2011

Let me ask you a question: What’s the purpose of your website? For an eCommerce website there is a simple answer to this, to sell products. However if you are a business selling a service or an information website providing useful content to visitors, what can you define as a conversion?

A conversion can be anything that creates a positive outcome (or indeed a negative one if you are primarily interested in increasing brand reputation). It needn’t necessarily involve a financial transaction. I have listed below examples of what can be tracked as a goal:

1. Buying product
2. Making a donation
3. Filing in a contact form
4. Sending an email
5. Signing up to an email list
6. Viewing contact details
7. Calling a phone number
8. Searching for a local store
9. Check product availability
10. Comparing products
11. Viewing a comment/review
12. Leaving a comment/review
13. Adding an item to a wish list
14. Viewing a gallery
15. Watching a video
16. Downloading a document or white paper
17. Clicking on an advert
18. Tweeting a link
19. Liking or Sharing a link on Facebook
20. Bookmarking through an online bookmarking service

All of the above are possible to track and can have a helping hand in achieving overall increased Return on Investment, so its important they are tested and optimised. Every website should be tracking at least one conversion, if you aren’t then how do measure its success?