How Do You Measure Conversion on Your Content Pieces?
After investing a significant amount of time, energy and money in your content marketing strategies, you are probably dying to measure their success. If that’s the case, you should start by assessing the conversion rate of your web content. Total conversions constitute the key metric that you should always factor in to evaluate the overall profitability and efficiency of your ongoing marketing efforts.
Understanding the Importance of Conversion Metrics
In spite of their differences, all websites follow the same goal: they rely on a series of hooks to convince visitors to respond to one or more calls to action (CTA). Marketing conversions are reported when users take action, one way or another, by filling out your form, giving you a call, downloading your free materials, or making a purchase.
There are several methods that you could explore to measure blog conversions. You could track conversions directly on your website, or use Google Analytics to analyze the overall effectiveness of your content piece. By setting up Goal Conversion tracking you could figure out how your audience is interacting with your site, and find out what pages trigger a purchase, or any other type of positive feedback from your visitors. Conversion rates can be calculated using the following formula:
Total conversions/Number of Unique page visitors X 100 = Conversion Rate (%)
Simply put, marketing conversions are completed transactions associated with a specific page (source). A conversion rate can be defined as the ratio of visitors to the number of users who actually responded to the CTAs on the page.
Using Conversion Tracking for Your Pages
Conversion tracking can give you the chance to determine how your content is linked to valuable visitor activity on your pages, such as form submissions, purchases and sign-ups. Google Analytics is the one and only tool that you actually need in your life to measure conversions. In order to figure out what your conversion rate is, you have to set up goals using this tool. To begin with, you’ll have to choose from different types of goals:
- Destination: find out when visitors land on a specific page on your website
- Duration: track visitors whose visit duration exceeds the time-interval that you’ve set up in Google Analytics
- Event: track events that are important to you, such as eBook downloads, email subscriptions and so on.
- Number of pages per visit: track users who view below or above a specific number of web pages.
Here’s how it works. Let’s assume that you’ve crafted a content piece to capture new leads on your website. You’re encouraging visitors to offer their personal information (name and email address) in exchange for a freebie (a whitepaper, expert article or eBook, for example). To evaluate the overall effectiveness of your content and track downloads, you must set up a destination goal.
In this case, the destination can be a thank you page. As soon as your visitors enter the required information, they will be automatically redirected towards this page, where they could download their “reward”. By determining the number of people who land on this “thank you” page via a destination goal, you could find out how many individuals are actually responding to your calls to action.
As Arnie Kuenn of Marketing Land indicates, when it comes to interpreting conversion metrics, one should always take into consideration the overall conversion rate (the number of people who land on your page compared to the number of people who actually complete a transaction.
All in all, conversions are incredibly valuable metrics, given that they help you understand how your content is actually performing, which pages require immediate improvements, and how people interact with your website. You can go even further by establishing a monetary value for each goal that you set with Google Adwords.
By doing so, you will be able to put a price tag on each transaction, and measure the success of your web pages in the most accurate manner. If you’re dealing with suspiciously low conversion rates (much lower than the ones associated with average industry rates, you should consider relying on A/B testing, and exploring new methods to elevate the quality of your landing pages to prompt action.
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