Definition:
In online marketing, the term conversion refers to the specific action that a user takes on a website, which has been previously defined by the company as a valuable objective. This action transforms the user from a mere browser into a potential customer or lead, providing economic value to the business.
For conversions to be effective, it is necessary to correctly define the conversion goals in line with the company’s overall objectives. This means that, depending on the type of business, conversions can vary significantly.
How to increase conversion
Increasing conversion rate is a key objective for any digital marketing strategy. However, there is no single magic formula to achieve this, as it depends on the type of conversion desired. Here are some effective strategies to improve conversions:
- Improve load times: Website loading speed is critical. Every additional second in load time can result in significant losses. To optimize load times, you can use high quality servers, apply web optimization techniques and use caching to speed up content presentation.
- Optimize navigability: It is essential that the user knows at all times where he/she is on the website. A clear and simple navigation, accompanied by effective calls to action, will guide the user to the desired conversion.
- Take care of the design: The visual design of the website is the first impression that the user receives and it must be attractive and professional. A good design is closely related to the browsing experience, which directly influences the conversion rate.
- Plan the content strategy: Content is fundamental on the Internet. A well-planned content strategy will attract more users and increase conversions. Content must be original, valuable and relevant to maintain engagement and make users stay longer on the site.
- Segment appropriately: Target audience segmentation is crucial to direct campaigns to the most appropriate audience. Accurate segmentation increases the likelihood of achieving high conversions by targeting people with the greatest interest in the products or services offered.
Examples of conversion
Conversions can vary widely and are not limited to a single type of action. They can include any action that the company has defined as beneficial. Some common examples of conversions are:
- Make a purchase on the company’s website.
- Share a publication on social networks.
- Receive a phone call to the company.
- Fill out a form or complete a survey.
- Create a profile or register on the website.
Importance of measuring conversions
Measuring conversions is essential to evaluate the effectiveness of digital marketing strategies and optimize campaigns. Here are some reasons why it is important to measure conversions:
- Performance evaluation: Measuring conversions allows companies to evaluate the performance of their marketing campaigns. This helps identify which strategies are working and which ones need adjustments.
- Resource optimization: By knowing conversion rates, companies can allocate their resources more effectively, investing in the strategies that generate the best results.
- Informed decision making: Conversion data provides valuable information that helps make informed decisions about future campaigns, products and services.
- Continuous improvement: Conversion measurement facilitates a continuous improvement approach, allowing companies to adjust their strategies to maximize ROI.
Conversion tracking tools
There are several tools that facilitate the tracking and analysis of digital marketing conversions. Some of the most widely used include:
- Google Analytics: This free tool provides detailed analysis of web traffic and allows you to track conversions by setting up custom goals and events.
- Google Ads: Offers integrated conversion tracking features for ad campaigns, allowing advertisers to measure the impact of their ads on user actions.
- Facebook Pixel: A tool that allows advertisers to track campaign conversions on Facebook, providing information on how users interact with ads and the website.
- Hotjar: Offers heat maps and session recordings that help to understand how users interact with a website, identifying areas for improvement to increase conversions.
- HubSpot: A comprehensive marketing platform that includes tools to track conversions and analyze campaign performance across different channels.