When you hear the word "conversion" do you automatically think "shopping cart", "secure server", or "SSL"? It's O.K. if you do, most people think along those lines when they hear talk about converting visitors to buyers. When people first started talking about successful websites and how to measure the success of a website, conversion rates went hand in hand with retail sites.
The world of online marketing and being held accountable for the bottom line has advanced quite rapidly in the past few years. It is no longer the retail site that is concerned about the "conversion". Just about every site on the internet can track some kind of conversion. Now you are probably scratching your head and thinking "what's she talking about"? Well lets take a look at the different types of conversion rates you can track - and help to prove the success or the failure of your online marketing efforts.
- Purchase Conversion:
This is the type of conversion that most equate with the term "conversion". This is where a visitor comes to your website or web page and then eventually, either in that visit or a subsequent visit depending on your analytics tracking, purchases a product or service that your website offers. This type of conversion is pretty clean cut as you can clearly tie back advertising spend, resources and product/service costs to the conversion. - Email Sign-Up Conversion:
Signing up for an email newsletter is a conversion? You bet! You have engaged the visitor enough for them to check that box, fill out that form and hit the submit button. Although not quite a clean cut to tie back resources too, some companies assign a specific value to each sign up, in order to be able to track the success or failure of the campaign.
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