Conversion Tracking
Do those numbers give the whole picture?

For those of you not familiar with Conversion Tracking, it is the ability to track which site visitors have completed an online form at your site or made a purchase. Typically, these conversion tracking codes are part of a Sponsored Ad Placement program such as Google's AdWords, Overture Precision Match, or some other Sponsored Ad Placement program that charges by the click (you pay whenever someone clicks on your ad to visit your Web site).

If your site is an online eCommerce site, these numbers are exciting and should directly correlate to an increase in your overall sales. However, if you do not have an eCommerce site, these numbers can be deceiving.

Let's look at an example so that I can demonstrate why these numbers may not be giving you the complete picture. Let's say that I am searching for a factory automation system. This is clearly an item that must be custom engineered to my facility and application, so would I complete an online form if I'm anxious to get a quote? I don't think so. I'm not going to wait for someone to open their Email and get around to responding to my inquiry - I'm going to pick up the phone so I can talk with someone about my specific requirements.

At that time I may only be gathering quotes to present to my management team, but I'll have the quote in a timely fashion and be able to ask questions only if I phone the potential vendor.

So, who would complete that online form? Clearly someone who is "window shopping." They think they may have a requirement somewhere down the line and want to get more information to put into their resource file. Does this mean that they will not buy? Of course not, they just are not ready to buy right now.

Let's go one step further. Let's suppose that prospect 'A' completes an online form to receive a catalog of your items or brochures about your systems. He ferrets it away until he needs to specify a system for his plant. So, perhaps six months later, he calls and talks to someone about designing a system for his firm. This is the result of ONE conversion - ONE person who completed the form SIX MONTHS AGO, but is that the end of it? Nope. What will happen if nine months later the same company decides to expand their facility and needs to expand or add another factory automation system? I'd say the chances are very good that you'll get another sale out of this one inquiry (unless the customer is dissatisfied with your system).

Many sites are not eCommerce sites because they sell products or services that require custom engineering or a one-on-one consultation. Not everything can be sold over the Internet in an automated fashion. For those sites that cannot sell their goods online, conversion tracking can give useful information about what people are looking for and which ads are producing the most sales potential. Some site owners get a rude wake-up call when they notice that their prized widget is not in demand, but can take advantage of other goods that are more popular and formulate a marketing strategy around those goods. Some products simply "mature" and are no longer in high demand - carbon paper, for example.

My point is this: if you have a Sponsored Ad Placement Program and you feel that the number of conversions are very low, consider whether or not there has been an increase in phone calls. In fact, you can buy a special toll-free number that is displayed only on your Web site. This would give you a barometer to tell you how many people are contacting your company as a direct result of your Web site (be sure not to use that number anywhere else in your off-line ad programs). If your off-line ads are all sending the ad viewers to your Web site, consider a second Web site just for your Sponsored Ad Placement Program so that you can measure the effectiveness of the program, with this second site sporting that special toll-free number.

When evaluating effectiveness of Internet ad campaigns, be careful not to throw out the baby with the bath water. Be sure to have a clear ROI in sight based on more than just those visitors who completed your online form - don't forget those that took the time to place that important phone call.

In Previous Issues...

Content Managed Sites
The Pros & Cons of Doing it Yourself
click here

Getting Noticed - is your important criteria being seen?
click here

Power Of The Press
click here

Principled Profit
Marketing that puts people first
click here

Web Site Insurance
click here

Managing Internet Media
click here

The WWWWW & H of your Web Site
click here

Sponsored Placement or Pay-For-Inclusion which is right for you?
click here

The 8 Second Decision!
click here

Guerrilla Marketing vs Panther Marketing
click here

The Art & Science of Search Engine Optimization
click here

The Cost of Internet Marketing
click here

Power Phrases that Sell
click here

Writing Copy for the Internet
click here

Fighting Spam
click here

Your Site In The News
click here

Tracking URLs
click here

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