SmartWebPros Guide: Conversions
“Conversions” is an important word when it comes to digital marketing. Conversions seem to be the only thing that matters. It’s the whole point of marketing, after all. So, what exactly is a conversion? And how do you get conversions?
What They Are
In digital marketing, a conversion is a customer’s completion of a specific action. The conversion is determined by your company’s goals. For example, if the goal of Sam’s Surf Store’s campaign is to sell surfboards on his website, then one customer purchasing one of his surfboards equals one conversion. If the goal of SmartWebPros.com’s Newsletter Campaign is to get email subscribers, then every time someone inputs their email to subscribe it counts as a conversion.
So, in the most basic terms, conversions are the things you want to accomplish. But how do you get that conversion and meet that goal?
You must be able to set a reasonable budget. With too little spend on ads, you may not be able to reach enough people to get a conversion. It’s important to set a reasonable expectation for how much you’ll need to spend to get a conversion. This can involve a lot of research, which a SmartWebPro can do for you.
How To Get Them
Another thing to keep in mind is how much you make from a conversion. For example, if there’s a lot of competition for keyrings, making the cost of online ads higher than what you’ll make from selling keyrings, that’s probably not the best route to take. Again, we can help you determine what the best digital marketing strategy is for you.
Make sure you have quality ads that are targeting your customer. If your ads for short skirts are targeted at middle-aged men, you probably won’t get too many conversions. Even if your ads are targeted at young women, your short skirts won’t sell if the ads aren’t enticing or engaging.Another thing to keep in mind when it comes to conversions is that even if you have a good budget and great ads running, ads bringing your potential clients to a run-down site means you’ll spend a lot on driving traffic to a site that doesn’t convert.
Lastly, if you’re unable to follow up leads (i.e. if your online store is out of stock or can’t process the payments, or if you’re unable to get in touch with the client) your campaign will fail, and you won’t be able to get those conversions.
Separately, these points seem simple, but when stacked on top of each other, they become complicated, and one wrong move can cause the whole stack to topple. When they are well balanced, however, you’ll create the perfect formula for conversions!