Every business that has a website or undertakes any kind of digital marketing strategy should be focused on conversions. They can come in a variety of forms depending on your business, whether it be an enquiry via email, a phone call, a ticket sale or a product purchase. Why are conversions so important? Ultimately tracking, monitoring and analysing conversions will allow you to assess whether a particular marketing activity is working and most importantly if it is delivering value and a positive return on investment. Analysing the performance of a particular campaign, social media post or optimised keyword via SEO will give you so much more confidence about your digital marketing and it will also allow you to dedicate resources that are generating income for the business and dollars to your bottom line.

It sounds simple right? For the majority of businesses it is actually a lot more difficult than you would think. If I told you that we are going to allocate $10,000 of your marketing budget to a billboard on a busy highway for two months but you weren’t going to know if it delivered increased sales or more customers would you do it? Potentially given the sheer exposure of the billboard people would assume that their sales are going to increase. There is no guarantee and there is no possible way for you to track if it’s going to work. Sure you will hear statistics about how many people drive past the billboard, the demographic and how they are right in your target market. How do you know that this billboard will deliver results? Is it a blind leap of faith? Is it a traditional marketing avenue and it makes you feel more comfortable? We see this everyday, where a business will allocate a marketing spend to an activity that can’t be measured and may in the end deliver zero value.

Your website is the equivalent of a billboard on a busy highway with the exception that you can understand who visits it, how long they stay, how they got there and most importantly if that visitor attempts to become a customer. If I said to you can either invest $10,000 and directly analyse the return on that spend and the value delivered to your business as opposed to spending $10,000 and having no understanding of what the outcomes of that spend were, which one would you choose. Clearly we would all choose the first option. If this is the case why do more and more businesses fail to engage in the appropriate management and analysis of where their enquiries come from online and what the overall return of that customer generated online means to their business. The reasons are simple:

Lack of information

Many businesses aren’t being supported with the right information. Many companies will promise you first page rankings, amazing website traffic and significant exposure. What does this mean to you at the end of the day? It doesn’t mean much. You’re simply placing your billboard in a more prominent position. You need to understand what the outcomes you are getting from that traffic. It’s not just limited to a search engine optimisation campaign. It may be an Adwords campaign, social media marketing or a content marketing plan. Take the time to not just fall for the easy and quick guarantee about getting your website on the first page of Google or in a prominent ad position. To really become a digital superstar you need to understand what those people are doing once they visit your website. It’s not enough these days to just have your billboard on the side of the road. Become better than your competitors, gain more insight and use it to your advantage.

Can’t somebody else do it?

It’s too hard. This is something that I would tend to agree with. Understanding Google Analytics & understanding what a conversion means to your business can be difficult. The information is overwhelming and the ability to use that information to develop a plan of attack isn’t easy. There are some simple techniques that we are going to unlock over the coming months that can make your life a whole lot easier and hopefully allow you to easily monitor & track your website traffic & conversions and use the information to make actionable decisions for your marketing plan. Always make sure when undertaking any kind of digital marketing campaign that you ask questions about not only when will I be on the first page or where my ads will sit but also about what kind of information do you provide around traffic, how do I analyse my return on investment and how do I improve conversions every month.

I’ve got no time

I don’t have the time. It’s common for small business owners to be time poor. If you are planning on running your own analysis on your website traffic and understanding conversions take the time to do it properly. 30 minutes to 1 hour per week may save you a lot of money and effort when deciding where to invest resources when marketing online. If you don’t have the time make sure the professionals you engage deliver timely and relevant information that is directly relate-able to your profit, customers and sales.

Like traditional marketing promoting your business online requires an investment of money and time to deliver good results. The major benefit you get when advertising online is that everything is measurable and can be analysed in terms of the return you obtain in relation to effort & dollars. Avoid companies that only want to show you rankings because the real value comes in understanding your traffic and how it delivers results to the bottom line of your business.

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