Conversions ‘extend beyond sign-ups, sales’
Those looking to effectively measure their internet marketing performance should look past sales and sign-ups as indicators of conversions.
This is according to Tim Ash of the Search Engine Watch blog, who suggested that conversions could be seen to be behaviour that results in website visitors moving further down the path towards the end point desired by marketers.
Such actions can include spending significant amounts of time on educational resources, downloading files, printing out pages and documents, form-fill rates and multiple actions that combine a variety of behaviours, he explained.
"Measure those smaller events and you’ll know much more about what your visitors are doing than if you only focus on the end results," Mr Ash remarked.
Internet retailers can increase conversions through effective search engine optimisation, tracking both offline and online sales processes and making efforts to cut the rate at which consumers abandon their online shopping baskets, according to Practical eCommerce.
