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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:
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?
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.