Measuring Conversions- More Than Sales

If you know the importance of SEO, then you should know the importance of stats tracking- including conversions. But, what exactly is a conversion?

Many people have the misconception that a conversion means a completed sale for a physical product, but that is hardly the case. The truth of the matter is, a conversion is whatever you want it to be. Essentially, it’s when a visitor to your website accomplishes a specific action you want them to take. This can be anything from:

  • Filling out a form
  • Subscribe to a mailing list
  • Register a new membership
  • Drive to your store
  • Read an ad

Measuring ConversionsDo you spend money on links or ads and work for hours on end trying to improve your search engine rankings? Remember- good ranks do not guarantee conversions! You can spend a million dollars on PPC (pay per click) ads or rank #1 in Google for your favorite keywords, but if you don’t do a good job of accomplishing your goal (conversion), all of your work has just been thrown out of the window!

Also, what you consider a conversion today may not be a conversion tomorrow. Let’s say my goal for visitor conversions today may be to purchase a copy of my article Flip Sites And Get Rich. What about next month, or even next year? Most likely, I’ll have something else that I would like my visitors to do, and that would be my conversion. Choosing what you consider a conversion is an ever-evolving process that you must re-evaluate on a frequent basis in order to get the most out of your visitors.

So remember: Before you start your next big SEO or advertising campaign, know what a conversion means to you and be sure to steer your visitors in the direction they need to go in order to accomplish your ultimate goal. Otherwise, you’re just throwing your time and money out the window.

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