Conversions are the â€œHoly Grailâ€� of almost all marketing campaigns. They are the step that should directly tie to your bottom line. Unfortunately for almost all businesses they are lost in a black box of mystery. Most marketing campaigns do some light research up front on keywords that are believed to â€œperform well.â€� This is usually based on guesswork. Visitors arrive at the site by largely unknown means, perform unknown actions, and show up at a sales page. Then guesswork ensues on how they arrives and what they did. As you can imagine, this quite often leads to anger and frustration from both businesses, and marketing firms.
In this section, we will remove that guesswork and frustration. We will directly tie a visitors keyword (or other method of entry to your site) with exactly what they are doing on your site. Then to maximize your success, we will map visitors pathways (called clickstreams) to either a conversion or them leaving the site. By comparing this data side by side we will learn what pathways bring in your sales and which ones donâ€™t. We will also learn how to maximize those sales. Finally, we will uncover hidden gems (keywords or other entries that you may not realize) that can bring in huge sales. Buckle up, this sections exciting!
To begin our discussion on conversion, it is important that we take a high level look at your conversion stats. What are they? Is your site converting better or worse now than 3 or 6 months ago? Is it trending in the right direction? The charts below will show these statistics for you. Make sure to review the Reveal It and Fix It section to pick up some tips and tricks. Also, click on the link below to learn more on what a conversion is and how to set one.
MY SITE CONVERSIONS
Global Conversion Trends
Global Conversion Volatility
DETAILED VIEW - DAILY CONVERSION TRENDS
Having looked at global trends, it is not important to begin to zoom in a little and focus on individual segments. Where do the majority of your site’s conversions come from? What are the trends for the individual segments? This answers to this question should begin to form the foundation for current and future marketing efforts.
GLOBAL CONVERSION TRENDS BY SEGMENT
|Conversions By Segment||Trend||Volatility|
|Month to Date||Last Month||Monthly Average||Short||Long||Short||Long|