About 50% of all advertising works.
Now you can learn which half !
Advertising is great…if you know which of your ads is working. One difficult thing about advertising is that if you do multiple ads it hard to attribute results to a specific campaign effort. Conversion tracking helps to take some of the guess work out of what makes a good ad campaign. With this highly useful tool you can know not only that a potential customer clicked on an ad, but also how long he stayed there, and whether he became more deeply involved. The depth of engagement is a decent predictor of future sales. Knowledge is everything when making marketing choices. Conversion tracking makes it possible to experiment with and track the results of different online advertising campaigns and website designs.
Track small, but important changes
Here is an example:
ABCTennis.com wants to figure out its best PPC (pay per click) ad. The company runs two versions of an ad the appear under the search query “tennis racket.” Each ad is showed to the same number of potential customers. The ads are as follows:
Ad 1:
Low cost tennis rackets
Order here today
ABCTennis.com
Ad 2:
High quality tennis rackets
Order here today
ABCTennis.com
Conversion tracking makes is possible to see which version of the ad had better results for the website. It is possible to monitor a variety of different metrics from each version of an ad, even seeing the effect of changing a single variable. One of the most important pieces of information it can track is sales. This makes it possible to determine return on investment for any campaign. Conversion tracking also makes it possible to monitor bounce rate (if a visitor leaves the site without viewing another page), which visitors sign up for a newsletter, which visitors request more information and other measures of success within a site.
Exploit the ability to create a personal and directly appealing message
Conversion tracking makes it possible to show potential customers different layouts/designs of a site to see which one gets the best response from visitors. Here is an example from a hypothetical company that sells televisions:
Layout 1:
Top of screen: Company lays out video that explain features of all televisions
Bottom of screen: Company puts various television models underneath video
Layout 2:
Company reverses puts televisions above video.
In advertising, knowledge is power. Conversion Tracking is a mighty sword
With conversion tracking it is possible to use the same ad and send people to both versions of the page. It can track which version of the website gets better results from the two layouts.
In its simplest (and probably most valuable) role, using conversion tracking makes it possible to see what forms of advertising generate the best results for your company.
Without exaggerating, conversion tracking is the Holy Grail of marketing tools. Companies engaged in sales have for hundreds of years been trying to determine the best expression of the most compelling message to encourage people to buy. It used to be an incredible operation of intuition, market knowledge, and at times, desperate prayer to determine a message and then unwind the results to see if it worked.
The genius of conversion tracking is that, used correctly and used consistently, it offers almost instant feedback on the efficacy of your marketing.
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