Every business wants to convert clients. Building relationships and getting traffic means nothing if it doesn’t make a sale, right?
And, let’s face it… while green with envy, you’ve heard other company’s success stories.
So why not you? You could be doing something very wrong… such as ignoring conversion tracking.
Google’s already told us ‘conversion rate optimization’ is a hot trending search topic this year. Maybe you searched that very thing and ended up here. Everyone wants the answer to that titillating question: “How do I convert more clients?”
Conversion tracking is your answer, my friend.
It’s a powerful marketing tool. How powerful? We’re going to tell you, so you can finally get results like those other guys. Here are nine very convincing reasons to start using conversion metrics right now. Seriously. Today.
9 Reasons to Use Conversion Tracking, Right Now
That’s right, NINE reasons. It’s got a lot of hidden benefits you need to know.
And trust us… they’re going to take you from conversion zero to sales hero. Here’s why:
1. Track ROI
Do you know exactly how much each client costs you before they become a sale?
If you’re not using conversion tracking, the answers probably “nah”.
Tracking conversions shows you what you’re getting back from your blood, sweat, and tears. You can’t really afford a new keyboard, so grab a tissue and start tracking where your marketing dollars are going.
Each click costs. You need to know how much.
Without knowing, you can’t improve!
2. Improve Campaign Efforts
There’s no point in shooting aimlessly into the darkness of the web. If you’re hoping one of your strategies is going to hit the mark but never checking your targets to see if you hit, your campaign is in trouble.
That just doesn’t make sense.
What does make sense is using a strategy that’s something like this:
- Run your PPC strategy
- Collect results
- See one campaign’s doing really well… OOH!
- Improve on that campaign with A/B testing
- Save resources by ditching the lame non-returning campaigns
Pretty win-win. No more shots in the dark and improved aim.
3. Identify Important Content… to Use Again!
Ok, so you’ve got your PPC strategy more tailored and efficient. What’s next?
Repurposing quality content. Why not use that content again if it’s so effective? Who says you can only use it once?
No one! In fact, I’m here to tell you to definitely use it repeatedly. You don’t have to continuously invest in fresh, new content when you have old stuff that’s so valuable.
Maybe that uber effective PPC campaign should be made into a blog post, or an infographic, or an email campaign… the possibilities are endless.
Come on, I know you have some creative juice in you.
Tracking your conversion results makes sure your repurposed content is only made from the best performing pieces. When you land on gold, don’t call it a day. Turn it into a mine.
4. Improve Audience Segmentation
As good marketers, we all know how important it is to segment our audience. It allows you to send specific, relevant material to clients who are most likely to want it.
This prevents unsubscribes and spam-like yucky stuff that leaves a bad taste in people’s inbox.
We’ve all clicked the dreaded “unsubscribe” button because the stuff coming to our inbox was lame and irrelevant.
Nobody wants that!
Track your conversion results and gather valuable information on how to segment your audience.
Think about it. Let’s say you’re a car dealership. Here’s an example of how conversion tracking can help segmentation:
- Steve loves cars and sees your ad on social media
- Steve visits your website and sees your lead magnet about this year’s dream cars
- He downloads your whitepaper and you get his email
- You add him to your list for a new email campaign about up and coming luxury vehicles
- He eats it up, and clicks your CTA about affordable models you sell that rival these “luxury versions”
- He comes in for a test drive
Now, I can’t help you with Steve’s wife… but you just got a potential customer into the dealership.
This is something your competitors might not have which makes it a serious asset. You’ve got added details about your target’s persona that make it easier to market specifically to them.
All made possible because of that juicy data you collected from conversion tracking.
5. Better Allocate Your Marketing Budget
We all want to save money on marketing, have more effective marketing, and get more clients. Sounds heavenly.
Guess what… tracking conversions can help you do this!
Because when you know what campaigns are working best, you can ditch the duds. That means saving resources… including valuable moola.
Rather than continuing to funnel money into strategies hoping they work, you can actually see what’s working and allocate your funds.
Boom. Money saved. More clients converted. The dream, accomplished.
Plus all that money you’ll save by repurposing your highest performing PPC strategies into other content. That’s serious strategy.
6. Improve Website User Experience
Did you know: 57% of B2B marketers say conversion rate is the most useful analytic for showing how well a landing page is performing.
But you can’t use your conversion rate statistics if you aren’t, well, collecting them.
Use conversion tracking to improve your website’s overall experience for potential clients. What’ll happen is a decrease in drop-offs… and more hits on your sales page. Which is where you want everyone to be.
You can’t sell your client if they never get to your sales page!
So the funnel has to be seamless and user-friendly. We’ve all closed a browser window because we’ve got lost on a convoluted site. Our attention spans are short.
And those lost leads? They go packing right to the competitors.
Conversion tracking data will show you where your clients left. So you can get closer to the root of why they left… and fix it!
7. Convert More
That’s right. Convert more.
Seems like common sense that all the above points would help you do this… but it’s still worth stating.
The more you track your conversion rate data, the more in-depth you look at what’s working and what isn’t, the more clients you’ll get.
And that’s the goal, right?
If we didn’t care about conversion we’d be out the job. So it’s worth monitoring. You can’t afford to set it on the back burner.
In fact, only 22% of businesses say they’re satisfied with their conversion rate. What do they have? That other 78 % is privy to what I’m teaching you today.
Collecting the data is the only way to better your strategy. Otherwise, there’s nothing to build on.
8. Create Better Future Content
This is one of the most beautiful things about collecting the numbers. It allows you to create a more bulletproof PPC strategy than ever before.
Developing your target client’s persona and catering to their needs may be a bit of guesswork at first. But luckily, the more data you receive, the more insight you get into what they want.
The metrics collected from conversion tracking allow you to delve more into your target clients psyche.
This campaign generated 232% more leads than the last one! Why? What was different? Let’s run an A/B test and see!
Without the data collected to show how effective a strategy is, you can’t ask those questions. And they’re important.
The answers will allow you to develop more effective digital content for your website in the future. And because it will be what your potential clients actually want… it will be content that truly drives results.
9. Gain Historical Data to Build On
There’s always room for improvement. But without a base to build on, what does ‘improvement’ even mean?
Your metrics from conversion tracking will give you a base for your marketing team to work with in the future. You’ll be able to see what has worked for you historically in the past. It’s the perfect way to brainstorm what will work in the future.
This has awesome long term benefits! A campaign could have been seasonal without you even knowing it, but year after year performs better in the same quarter.
You won’t know without collecting the data! It’s amazing what comes out of the analytical woodwork over time.
Knowledge is power — and that’s really what you’re getting when you track your conversion data. Knowledge for your company’s future.
Thoroughly Convinced? — Do You Want to Track Your Conversion Data Now?
The benefits of conversion tracking are undeniable. It’s the first key to taking your website’s hits and clicks and turning it into money.
Without tracking the data, there’s no way to improve on past efforts. And without improvement, it’s a shot in the dark if a PPC campaign will yield better results than the last.
And while the collection and analysis of all those metrics may seem daunting… the benefits far outweigh the effort.
I mean, we get it — it’s no easy task. But don’t worry! You don’t have to go it alone.
Contact the experts at Improve and Grow for all your client conversion needs. We know how to turn your site traffic into your next paying clients.