A quick thought on social media conversion tracking?

First, consider your tracking and metrics.  If someone clicks on an AdWord’s placement, and then signs-up for your Blog or Twitter feed instead of making an immediate purchase, are you set up to track this action, and what value do you assign to it?  Are you tracking where your email sign-ups are originating, and segmenting their conversion based on that data?

Implementing this type of advanced strategy is just as dependent on process as technology.  If you would like to advance your conversion optimisation efforts, contact Seek4Commerce  today.

What constitutes a conversion?

Seek4Commerce serves clients in many of industries, and so we are used to dealing with different types of conversion metrics.  We have ecommerce clients who view a conversion as someone who completes an order.  Many of our clients consider a conversion to be a visitor who decides to make a call or fill out a lead form.  Some of our clients in the publishing space often count anyone who goes two or more pages deep in their site as a conversion, since this increases their CPM revenue.

To effectively judge the effectiveness of a marketing campaign you have to reexamine what constitutes a successful visit.  When you consider that even the best-run paid search campaigns don’t produce anything over 10% conversion, you have to think about that 90% of people who are not counted as “successful” visitors.

Our more savvy clients have always weighted conversions in value.  For example, a customer who makes a purchase is a fantastic conversion; the more they buy, the better.  But you also need to consider the people who signed up for your newsletter.  Although these visitors may not have made a purchase, they have shown an interest in your company.  Hopefully, this interest will lead to the final goal — a purchase — or possibly to them recommending your service to others.