Conversions are actions that a user performs on a website. These can vary depending on the goals set by the company:
- Purchasing a product;
- Transition from user to customer;
- Viewing on the landing page;
- Adding an item to the cart.
They are one of the main objectives of Web Marketing, and very often conversion begins when a user fills out a contact form, views an image, sends an email, or views the telephone contact.
Conversion Categories
We can divide conversions into two categories:
- Macro conversions: these are the main goal for business improvement, usually identified with purchasing a product;
- Micro conversions: are actions taken by the user that do not directly generate business, but bring the user closer to making a purchase: adding a product to the cart, clicking on a specific link or landing page
In essence, micro-conversions provide the opportunity to increase macro-conversions, albeit indirectly, and thus increase a company's revenue and business.
Conversion Tracking
It is very important to monitor conversion goals, both in macro and micro conversions. To do this, a platform for tracking conversions is used, the most important being Google Analytics.
The main objectives for conversion tracking are:
- Information requests;
- Registrations;
- Login;
- Transactions;
- Purchase funnel;
- Newsletter subscription;
- Contact form completion.
To achieve the set goals and increase conversions, it is important to always keep an eye on their tracking, so as to modify any strategies that lead to sales and business growth.
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