There are two kinds of conversions:
- Micro conversions are small events like somebody clicking on a video, downloading a brochure or engaging with a specific piece of content.
- Macro conversions mark the completion of bigger goals, like someone submitting a quote-request form or completing an e-commerce transaction.
Before you start tracking results, figure out which macro conversions are most important for your business. Then work back from those to the micro conversions that will show a customer is on the right path toward those bigger macro goals.
2. Set up a tracking platform
3. Score your conversions
Once you start tracking, you’ll see that certain channels are better than others at contributing to conversions. Google Analytics lets you assign a dollar value to each conversion, and you can base this value on your average customer acquisition cost and the lifetime value of a customer. This shows you the value of the traffic coming in through social media, mobile, search and email so you can focus on the best-performing channels.
For example, if you’re seeing that your Instagram content is doing more conversions than LinkedIn, you can adjust your budget to focus on that channel.
4. Refine your approach as needed
There is no silver bullet for growing your business. You need to constantly test, measure and optimize your online strategies, experimenting with different channels and solutions to find the ones that work best for you. It’s a process of constant iteration and continuous improvement.
Customer behaviours change. Search trends change. You have to listen, watch and adjust as you go.
5. Take ownership of your site.
Given how important your website is to your overall sales and marketing process, you can’t afford to treat it like an afterthought. With many small businesses underestimating the amount of time it takes to keep their sites relevant, it’s recommended to have somebody internal to your company “own” the website and be responsible for its upkeep.
Remember to keep your house in order
The first thing potential customers see is your website. Think of it as your house. If it has good curb appeal, they’ll want to come in and see more—and do business with you.