The best business advice, opinion, news and expertise in Greater Manchester and further afield.

Monday, 13 January 2014

Guest Blog: Maximising Conversions

By Tom Linn - Project Manager, Thomas Cole Internet Solutions

Towards the end of 2013, and increasingly in 2014, a massive shift has occurred in the world of Search Engine Optimisation.  Instead of simply “getting more visitors” and “getting up the search engines”,  the focus has changed to conversion tracking to see which aspects of your marketing truly works, and to see what effect your page rankings have on the ability to see your product or service.

It is not possible for a promise to be made for you to appear on page one of Google unless you use paid for advertising (Google Adwords). This is because Search Engines are becoming increasingly sophisticated, and the page one listings of person A are more and more personalised, and therefore different to the Page one listings of Person B. 

What is a conversion?

Google define it as: 

“A customer action that has value to your business, such as purchase, downloading an app, visiting a website, filling out a form or signing a contract. Online and offline actions are called conversions because a customer's click translated – or converted – to business.”

So what can you do to ensure you are moving with the times? 

The first task is to spend time thinking about which customer actions (conversions) you require. Do you want a potential customer to:

• Visit a specific page on your website?
• Sign up for your newsletter?
• Buy your product there and then?
• Make an enquiry or request a quote?
• Access a discount code?

Whichever it is, careful thought is needed, and marketing can then be designed around this conversion. 

Why measure?

Simply put, it gives you valuable information about which of your marketing campaigns gives you the best results for your specific business.  A 'one size fits all' is no longer appropriate as no two businesses are the same, so your marketing (on and off line) must be specifically tailored.

So what can I do to make a difference?

1. ALWAYS ask people how they heard about you/your products.  I’m constantly amazed by how many businesses fail to do this.
2. Where possible, use a trackable phone number on your website eg 0800 number to count phone enquiries from web or different campaigns.
3. Monitor the number and type of enquiries through enquiry forms.
4. Use Google campaign tracking links to see results of campaigns in Google analytics.