How can you figure out if what you’re doing is actually working or not? Your traffic might be going up, but what about the results of the traffic. Are your visitors taking relevant actions that bring about the real business results? The aim of SEO isn’t simply to drive traffic, but the goal is to steer quality and targeted traffic. The only way to figure out whether you’ve hit the goal is to measure how users are interacting with your site. This is where landing page conversion tracking comes into action. Still, the key question will be how to track landing page conversions.
Tips on tracking conversions
Conversions are mostly associated with business and e-commerce transactions. However, in reality, there are many types of conversions. Today’s sites have numerous conversion points, from subscribing widgets and phone numbers to chat-bots and pop-ups. However, the conversion elements are only useful if you’ve the right audience. Below are three simple conversion goals that you can track to measure the performance of your landing pages.
URL destination
Here you track when a visitor lands on a particular page URL – www.abc.com/thankyou for example. It’s used for tracking if a visitor has completed and submitted a form. To set this up, you’ve to go to the administration section of your analytics account and create a new URL destination goal. This kind of goal lets you know whether visitors are converting on key pages of your site. The data collected here is extremely valuable to determine whether you’re driving targeted users to your site.
Duration goals
The time spent by an average user is another parameter that helps to track conversions on your funnel pages. You may wonder if there’s a correlation between a visitor’s time on your website and his chances of becoming your customer. To get an answer, set up a duration goal inside your analytics (Google analytics is most widely used). In the engagement metrics, you may want to choose “greater than” and then add the goal time to measure the engagement conversion.
This type of conversion lets you know the behavior of your visitors. The data collected through this conversion will give you an idea if your visitors are finding your website engaging. If you find that your visitors are leaving quickly, you may conclude that either you’re getting the wrong traffic or your website is not meeting user needs.
Pages per visit
Pages per visit will also track the behavior and engagement of the user on your site. The perception is if you’re driving targeted traffic, visitors will engage at a higher rate. It also tracks how many users signed up and how many visitors bought your products via your landing page.
To set this metric, you’ll have to go to your administration area of analytics (Google analytics). Once you’re in the administration section, you’ll select a custom goal, and choose pages/screens per session. For the condition, you’ll select “greater than”, “equal to” or “less than.” For tracking user engagement, you may want to choose “greater than.” Finally, add the number of pages you wish to see trigger a conversion.
Concluding words
Finding whether your visitors are engaging with your website will help you qualify your SEO efforts. However, reporting is one of the toughest parts of any marketer’s job. Since the data involved is too much, it’s really difficult to know what to track. While increasing traffic and higher rankings could be nice, figuring out how your users engage and how many of them convert into customers will help you measure the success of your campaign. So learn how to track landing page conversions (detailed above) and apply the right SEO approach in order to steer quality traffic and get higher conversions.
If you need help, sales funnel builders like Clickfunnels and Leadpages have this all integrated and ready to go!
