You probably spend a pretty penny trying to get visitors to your website. But what do you do with them once they are there? Does your landing page convert or is it so distracting that you have your visitors doing everything except buying? You must properly set up your website if you want to convert and not distract your customers.
There are three different conversion actions a website visitor can take to become a viable lead that will generate revenue for your business. But first let's clarify the term "lead." A lead is when someone is interested enough to reach out to you because they are interested in your products or services.
Two of the three lead conversion methods are performed onsite and the third is an offsite function. However, regardless of whether that lead arrived on your site or at your door, you must track your conversion methods so you know what's working and what's not. Otherwise, you will be throwing good advertising dollars at unprofitable methods that will never bring you a return. But you won't know this unless you are tracking your results.
Form Submissions (Onsite)
A form submission is when someone lands on your website and fills out an opt in form to contact your business, receive a special, discount or free offer, etc. It may also be when they actually make a purchase on your site and from that you are able to gather their information.
How do you track form submission leads?
You can track your form submission leads by using Google Analytics, HubSpot or custom tracking pixels. Or any other inbound marketing method that is effective for your particular business. In any case, you must track your form submissions, if you want to increase your conversions.
Phone Calls (Onsite)
Obviously everyone knows and understands this concept. This is when a customer picks up the phone and calls you directly. Phone calls can be very powerful as you have the opportunity to build a more personal relationship with that customer and have the ability to address all their questions and concerns live.
How do you track inbound phone calls?
You can use a call tracking system that will track your incoming calls and retain each phone number. You can also purchase several different phone numbers to assign to each piece of advertising you use. For example: use one phone number for your PPC ads, another phone number for your social media and yet another number for anything else you launch. You just need to make sure you only use one phone number for each source and keep track of each one so you will instantly know exactly where every call came from.
Learn more about call tracking in this article, The Little Phone Number on Your Website Can Have a Big Impact on PPC ROI.
When A Customer Visits Your Storefront (Offsite)
There is a specific term that is used when a customer visits your storefront and you are referring to conversions. That term is commonly known as ROBO, which stands for "research online, buy offline." This is when people do research on your website then visit your storefront to make a purchase. A ROBO is the hardest form of conversion to track because you have to get creative to uncover the exact source from which the customer came to you.
How do you track storefront leads?
Get creative in tracking efforts here, use coupons or website specific discounts. You can also train your staff to ask every customer who walks through the door how they heard about your company and ensure they mark these numbers down. But that method is not always reliable as many times the customer either won't remember or they state that they heard about you online, which is too broad of a statement to determine the exact source of the online referral.
The Bottom Line
It's extremely important to know exactly how your website traffic converts and how to track the leads you are receiving. This will allow you to repeat what's working and improve upon or scrap what's not. The proof is in the data, and once you have your website properly setup for conversions and have a tracking system in place, you are ready for business!
Contact AdVision Marketing if you have any questions about how your website is tracking, we would be happy to help you figure out how you can ensure you are set up for success.
June 12, 2015