Defining Conversions

It’s no secret that content marketing is one way to grab consumer attention and hit your digital goals. No one surfing the internet can do so without consuming some form of content.

Marketing via blogs, videos, or podcasts, reveals to users why you are a step ahead of the competition. Knowing the importance of content is the first step.

Next steps are gauging, setting and boosting conversions.

Understanding the Value of Digital Conversions

Short story…conversions are trackable. We are not going to get into the endless ways you can set or use your conversions in your marketing efforts, instead we’ll cover the strategic advantages involved.

Conversions can tell you how effectively your marketing is working. When done well, you’ll be able to understand where exactly you need to make adjustments.

Where Conversions are Tracked and How

There are two basic rules to establish for conversions. Making the most of them requires that you track them and then calculate your effort. Tracking conversions is only possible once you have objectives in place. Let’s say that you want to get 15 likes on your Facebook post. The conversion objective you’ve set here are the “likes”. You need to be strategic in getting those “likes”, but tracking them tells you if you’ve achieved the goal.

Having these goals in place is synonymous with your intent of finding out how well you did. The next aspect is measuring. Let’s now say that you obtained your 15 “likes” you set out to generate. Congratulations! There is a small problem, however. You won’t find a competitive edge in the online marketing sphere if you haven’t accounted for the work you did to get those likes.

This accountability is why we measure conversions. The measure is achieved with common division. We’ll make this simple. Out of the 15 “likes” you obtained, your post had to reach 100 people. This will give you your conversion rate of 15 percent. The competitive standard, which is pretty much set by the world’s top marketing agencies, is 30 to 40 percent. Strategy is what does it.

Here’s a clearer look at how and where conversions are applied.

  • Ads—Advertising gives us the simplest example, which is a scenario where conversions are applied. Every ad that has ever gone live was sent to a specific number of people. The impressions, clicks and views that each ad gets are calculated into a percentage rate. What conversions enable marketers to do is fine tune their messages until they get the response ratios that generate more sales.
  • Email Marketing—Email marketing, within itself, presents us with a wealth of opportunities that set and track conversions. From getting people to sign up to ensuring that they’re clicking the links within your messages, knowing how to manage your conversions is the only way to make email work.
  • Website Views and Impressions—You need to be aware of how your website is functioning. The core data you need are the points where traffic arrives and the actions that visitors take. The areas that perform the best contain elements that you have to duplicate. Look closer to the pages that aren’t working. Dissect those URLs. Come to a conclusion as to why they aren’t panning out.
  • Sales—Conversions can be applied to sales directly. The specific goal is to get your consumer to buy. It’s up to you to be creative regarding how and when. Consider the tools you have. Do you need to buy ads, or will the loyalty of your leads enable you to pitch directly through social media? In either case, the sole factor that reveals the influence of your marketing is whether people buy or not.

Consolidating Conversions into a Landing Page

The most effective way to gauge conversions is through the use of a landing page. Landing pages are highly focused-conversion pages. Novices in online marketing consider them to be strictly sales pages, but this sentiment isn’t true. The central factor for all landing pages is that an action is required from the visitor when they arrive.

Since that action is designed into the content of this page, landing pages are essentially conversion portals. Your core objective is to introduce a solution to your target audience—something that gets them to act. The action can be buying; it can also be signing up for your newsletter, watching a webinar or downloading a book. You have a strategic advantage if you consolidate your conversions to such a page.

Inexpensive Ways to Boost Conversions

Every business owner needs to expand their brand by boosting conversions. The necessity of constantly improving in online marketing can’t be overstated. Don’t think that you have to pay for your improvements, however. Research is what you can rely on if you want to improve the ratios at which your goals are reached. Investing your time into deeply interpreting your data is essential. As long as you manage your business processes to give you time, it costs nothing.

Closing with the Perfect CTA

Consider improving your chances of higher conversions—by developing a call to action (CTA). Your CTA has to be devised as a specific strategy. It’s not just a question or request. Within your call to action, you have the opportunity of aligning a consumer pain to the solution that you sell. You can even allude to the fact that what you presented to them isn’t the full breadth of info they need. Simply establish a CTA that strategically requests action.


If your need help with developing a conversion strategy for your website, reach out to our digital marketing team, we’re always ready to help.

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