Conversion

In marketing, conversion is referred to as the time when a customer accomplishes a desired action, such as making a purchase, subscribing, or downloading, with the help of which businesses can achieve specific goals.

What is Conversion?

A conversion happens when a user completes a desired action that aligns with a business’s goals. Examples of conversions include:

• Purchases: A customer buys a product or service.

• Sign-ups: A user subscribes to a newsletter or registers for an account.

• Downloads: A user downloads a resource, like an e-book or app.

• Form submissions: Fill out a contact form or request a demo.

• Clicks: Clicking a specific link or call-to-action (CTA).

Conversions are important for every business especially in performance marketing since it helps to identify the success of the campaigns that are run. They assist businesses in determining which of their strategies target their users and help in generating leads, boosting sales, or brand awareness.

As per the defined goals, the type of conversion is different from one business to another business. For instance, an e-commerce site may focus on purchase conversion; a SaaS organization may consider the bottom of the funnel-like free trial sign-ups; and for content marketers, a conversion could be downloads of the ebooks.

What Factors Negatively Affect Conversion?

Various factors may negatively impact a website or a campaign’s ability to convert users into customers or relevant audiences. It is hence important to solve these problems to enhance performance as well as to achieve business goals.

• Poor User Experience (UX): Having a cluttered design, a slow-loading web page, or a difficult website structure frustrates the customers from taking any desired action. From the customer’s viewpoint, they need the best experience to get converted easily.

• Lack of Clear Call-to-Actions (CTAs): If visitors have no clue what to do next, they will not convert despite visiting the site. CTAs should not be too hidden, or too complicated because they can easily lead to lost sales. CTAs must be clear and indicate what action should be taken next, to achieve the specified goal.

• Mobile Responsiveness Issues: As many users open websites on their mobile devices, having a poor mobile design will discourage consumers from making purchases. Make sure your site is optimized for multiple screen sizes and remains responsive to devices.

• Irrelevant or Poor-Quality Content: When content is not relevant to user intent or does not demonstrate what the visitors seek, they will leave. Sometimes simple things like having headlines, generic descriptions, or even old information can harm the possibility of users trusting the website.

• Complicated Conversion Processes: Any form that takes too long to fill in, has too many steps, or asks for information during checkout that is not necessary will annoy users. Lesser drop-offs can be achieved by not asking for unnecessary information during the checkout process. 

• Lack of Trust Signals: Customers are not likely to convert into visitors if they are not sure about the brand. The absence of customer reviews or feedback, testimonials, or secure payment icons, can decrease your customers’ confidence in the product.

• High Costs or Lack of Incentives: Additional charges that customers did not anticipate, high shipping costs, or low discounts, can decrease the chances of getting them converted. Offering clear prices and some other benefits might increase the chances of conversions.

Conversion Rate Optimization

Conversion rate optimization is a process of making the website, app, or marketing campaign more appealing, thereby driving people to desired actions like buying a product, filling up a form, or downloading an e-book to have a better conversion rate.

CRO is all about increasing user experience, removing hurdles, and making content and layout relevant to users for a minimum conversion.

Conversion Rate Optimization: Simple Steps to Follow

• Analyze current performance: Use Google Analytics or Heatmaps to see user behavior, detect drop-off points, and pinpoint areas of improvement.

• Define Clear Goals: Clearly define specific actions you want your users to perform – for example, increase the number of purchases, form submissions, or free trials.

• Identify Barriers: Diagnose issues that negatively affect conversion rates, such as slow load times, poor navigation, unclear CTAs, or complicated forms.

• Test and Implement Changes: Compare two different versions of a page, headline, CTA, or layout through A/B testing and implement the better-performing version. Try content, visuals, or button variations to find what really resonates with users.

• Optimize Continuously: CRO is an ongoing process. Regularly review data, gather feedback, and adapt to changing user needs or market trends. 

How Does Trackier Help Brands to Improve Conversion?

Trackier is a performance marketing software that helps brands increase their marketing efficiency, effectively monitoring results and improving conversion. Here’s how Trackier supports brands in improving conversions:

• Comprehensive Tracking and Attribution: Trackier provides comprehensive tracking and attribution tools that assist brands in identifying user patterns across multiple platforms. Using click and conversion rates, brands can see which marketing touchpoints bring in the most conversions and can adapt further strategies based on that data. 

• Fraud Prevention and Data Integrity: Click fraud or fake sign-ups can distort data and negatively affect conversion rates. Trackier’s fraud prevention tools detect and prevent suspicious activities, ensuring that only genuine user actions are counted. By maintaining data integrity, Trackier helps brands make informed decisions that lead to more accurate conversion tracking and better results. 

• Real-Time Analytics and Reporting: With Trackier, brands can see their KPIs and conversion metrics in real-time. This enables brands to make quick changes to their campaigns, which helps them in better conversion of users and increased ROI. Customizable reports help brands identify areas that need improvement, track user behavior, and evaluate conversion rates.

• Campaign Optimization and A/B Testing: With Trackier, brands can perform A/B split tests on creatives, landing pages, and even the CTAs (call-to-actions) of their campaigns. Thus, brands can determine which selected versions give the best conversion results. By conducting various tests, the brands can refine their strategies to get the highest conversion rates.

• Audience segmentation and targeting: Trackier helps brands to segment audiences and target specific user groups with relevant content and offers. Knowing exactly what different customer segments need and how they behave will enable a brand to offer experiences that are much more relevant, thus higher conversion chances. 

• Automation and Workflow Efficiency: Trackier makes marketing more efficient by automating its processes and reducing manual processes that may reduce conversion. More resources can also be introduced to users to keep them engaged like automatic follow-up emails or notifications that will eventually increase the conversion rate.