Conversions and Conversion Attributions

Conversions track the customers progress in your website and attributions are what those conversions can be attributed to. This can be a complex or a relatively easy to understand analysis.

There are considered to be two types of conversions

  • Micro
    • these are the steps to lead to buying
    • landing on your website
    • looking at information about the product for example
    • the steps that don't put money in your pocket but do indicate interest in the product
    • you need to know which of the steps is leading them to "buy" and which ones are not
  • Macro
    • this is the one that you are looking for this is the Cha-Ching
      • the money in your pocket
      • them completing the desired task

 

Conversion attributions are the ways we look at marketing channels. This is where it gets fun. Traditionally what happened was it was only the last click that counted the Macro click, the signal the buyer had bought into whatever the site was selling. Well we know from how people buy that it's not only the last click that counts. People shop around. So someone might come to the site check out this and that and disappear but, the marketing tool that drove them to the site still counts and still has value. They spent time at the site looking around. As purchasers we tend to be tire kickers especially now with so many options only a click away. They might have left the site because they wanted to check out other sites, or they got called to dinner or they decided to go to your store to buy it there. This is one reason why if you do have a brick and mortar store that being able to buy on line to pickup in store is a good option. Some people still like to feel the product in their hand or maybe they have had bad experience with delivery services in the past. So one of the most difficult things to do is to decide just how much each of those micro conversions contribute to a macro conversion.

 

Let us help you with understanding what conversion and attributions mean in terms of your website.

 

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Last modification: Wed 26 Aug 2015
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