Conversions Are Action Steps For Reaching Objectives.

Your business objectives will determine how you measure conversions.

In our advisory capacity, Busywriter maps strategic, campaign & on-page conversions back to your business outcome goals.

Conversion Types

There are three basic conversion measurements you can rely on to measure and test the effectiveness of your website.

Visitor-to-Goal: strategic in focus, big picture (visitor-to-lead, visitor-to-sale, lead-to-cash)
Pipeline (Campaign) Conversions: tactical, compare campaign successes
Page-level conversions: operational level, testing offers and language

Defining the conversions you want to make happen for each campaign helps you build an action plan for achieving your campaign objectives and goals.

If you’re planning an a traffic campaign, a typical set of conversion steps might be this:

click on a PPC ad,
visit the landing page,
download a free (or gated) offer.

Another traffic campaign might be:

appear on page one search results for keywords
clickthrough on organic search result,
clickthrough from results page to a 2nd page,
or, clickthrough to on-page offer.

The conversion points and the actions required must be planned with the user goals and simplicity of use made top priority.

Where This Fits

Optimizing conversions can reduce prospect/lead defections to the competition.

Deciding where & when conversions happen (and how many) can reduce the sales cycle and improve marketing pipeline efficiency.

Optimizing & testing conversions has an exponential effect on the results of the following steps in the customer processing pipeline.

Sales receives highly-qualified leads.

Why This Is Important

There are multiple conversion actions for every campaign - and you're likely running multiple campaigns at the same time.

The earlier in your campaigns you're able to increase the conversion rate, the greater the impact at the backend. Not just for that specific campaign - but every campaign that comes in sequence afterwards.

Conversion Optimization Has Significant Business Impact

The conversion objective for a lead generation campaign may seem obvious to you - capture specific identifiable information about an visiting individual that allows you to know who that person is. Typically that would be done with a form asking for email and name.

But what if you had funneled that person through some type of qualification process - or more likely - a disqualification process. Every success you then have with your form is a more highly-qualified lead. Which might result in reducing the sales cycle (for those leads only) by up to 50%.

A traffic campaign can be done differently. For example, using very specific information which is only of interest to a small segment of your ideal customer base - you could design a campaign offer that provides specific free information, without any sign-up required. Inside your content element you would explain to the prospect the benefit of doing 1 thing (anything that makes sense to the original traffic offer). By inspiring them to return to the website, you've increased the likelihood this will be a valuable lead. Note the actual conversion point is inside an ebook, not on your website.