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Dean Marsden

20 Website Conversions to Track and Optimise

31st May 2011 Analytics 1 minute to read

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?

 

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