Conversion tracking tool
A conversion occurs when the website visitor takes a specific action intended by the website operator – for example, when the visitor becomes a customer, purchaser, or a subscriber. With the help of a conversion tracking tool, the website operator has the opportunity to find out through which channels the visitor came to his website (for example, clicking on which advertisements), how he is behaving on the website or at which point he interrupts the possible conversion.
There are a lot of free and paid tracking tools that include conversion tracking. Probably the most famous among them are Google Analytics™ and etracker. Both tracking tools provide additional analysis data about the visitors and the website itself to the website owner.
The first condition for using a conversion tracking tool is the implementation of a tracking code on all pages of your website: this code is generated by the tracking tool. This will show you how visitors came to the site and what caused them to convert or not convert. Also, the code must be placed on the page that signifies that a conversion has happened. If, for example, a sale is defined as a conversion, an individual tracking code must be placed on the last page of the sales process. If the process is carried out to the end and the page with the order confirmation with the conversion tracking code is called, the conversion tracking tool registers a conversion. The same also applies if the conversion is defined as a subscription to a newsletter or the contact request.
Increasing conversion rate by using tracking tools
Conversion tracking tools offer much more than just a recording of conversions. User tracking and browsing behavior of users is also being recorded: by which PPC keywords or organic search results did they utilize to come to the page? How did they navigate on the website? These results are particularly important for optimizing conversion rate, because the tracking tool can show all the failings and errors. By knowing how people don’t convert, you can make changes to the site to make them convert. For example, if many users interrupt the conversion process at one specific point, you can analyze why this happens and how the problem can be solved.
One word of caution: If you use a conversion tracking tool, it is very important to thoroughly disclose to the user what information is being gathered and how the information is being used.
