You have business goals. They have established priorities and set your business up for success. Your marketing goals help you achieve your business goals. If you were to pay for a TV spot, you would expect to know how many viewers saw your ad. You would create a strategy to show you how many of those viewers took the desired action after seeing the advertisement. Why do we expect less from digital?

Your website is your salesperson that never sleeps. You need to send it leads and keep it busy. You need to set goals, make changes to improve your results. For too long we have had the mentality of set it and forget it when it comes to digital marketing and websites. The time for digital optimization is now. Let’s do this!

The Complex User Journey

Marketers are challenged with an evolving user journey. We must know how customers interact with our brand, and what role advertising plays in that relationship. Customer behaviour can be very complex. As new applications, social networks and touchpoints are created the journey becomes more complicated.

Complex user journeys.

What are Conversions?

Conversions support your business & marketing goals. They are the logical conclusion to complex user journeys. These might be purchases, leads or sign-ups. conversions are the actions you want customers to take after they click on your advertisements.

Conversion points on websites

Why Measure Conversions?

How do you know if your marketing strategy is effective or yielding the results you’re expecting? Without conversion data, you cannot make the right decisions to enhance the performance of your campaigns. 

Oftentimes, we see that conversion tracking has been set up incorrectly. This might be due to a lack of understanding or to artificially inflate your conversions. It’s important that we measure conversions correctly to measure the success of your digital marketing campaigns. Conversion tracking provides us with the data to improve your campaigns over time and to plan future campaigns. 

What is Attribution?

Attribution” is a term that gets thrown around a lot, but what does it mean? Let’s use an example. Let’s say Jerome is in the market for a new television. He browses several websites and checks out reviews on his laptop, desktop and mobile phone to help him make a purchase decision. Jerome clicks on several advertisements before deciding which retailer will get his business.

When Jerome makes his television purchase we ask, what advertisement was responsible for that purchase? Perhaps multiple advertisements are responsible for the purchase? How we credit our advertising touchpoints for the purchase (or conversion) is attribution. Attribution helps us identify the important touchpoints of your inbound sales strategy. 

Conversion path of the complex user journey.

Conversions, Attribution & Campaign Optimization

If you’re still paying for clicks, you’re missing out! Platforms like Google Ads harness the power of machine learning to help you maximize conversions. In Google Ads, we can specify which conversions are important and create rules to improve our outcomes. As a result, the platform begins to understand which touchpoints and ad configurations lead to each conversion. This allows your ad manager to improve advertisements and use ad configurations that are more likely to result in a conversion. 

The Inbound Sales Funnel and Your Website

Traffic is important, however equally important is a conversion-optimized website. Low conversion rates occur when users are directed to the wrong landing page, a slow landing page or a poorly crafted landing page. Ensure you’re doing the most with each interaction by improving the user experience of your website.

Website Conversion Optimization

Google Ads campaigns send users to your website. Once there, the user is prompted to take some action (purchase, book appointment, sign-up). Conversion Optimization is a process that improves your website design, functionality and performance to capture more conversions and achieve your goals. Remember, just because your website was awesome when you launched a year ago, does not mean that it is still awesome now. Web standards are constantly changing, your users expect you to keep pace with these standards. 

Improve Your Results

We begin all of our projects with an Inbound Digital Strategy Audit to understand who your users are and how the user journey converts them into customers. Digital Marketing services are offered to drive qualified users to your website. We offer Conversion Optimization to improve your Digital Strategy and website. Our UI & UX Design Services improve your website design and our Web Development Services implement new functionality and features.

Let’s chat about Google Ads and conversion tracking to improve your results today!