Conversion Tracking Defined
Traditionally the number of visitors was used as a measure of a
web site’s success but the question must be asked: “How many of
these visitors perform actions on your web site that you want them
to perform? Any marketing campaign is pretty useless if it generates
many visitors but none of these visitors "converted". Converting
visitors to customers is what most of todays web sites are about.
Conversion Tracking is a form of website
traffic analytics that measures the effectiveness of a source directing
visitors to a web site and persuading them to take a desired action.
The source could be a referrer, a search engine, a search phrase
used etc. It could also be a characteristic of the visitor for instance
the country, age, income etc. The desired action could be the completion
of an order page, the sign-up of a newsletter etc. The effectiveness
is expressed as a percentage called the Conversion Rate.
Conversion Tracking Methods
Log Analysis - The log files generated by the web server
on which the web site resides are analyzed. Conversion Tracking
reports are generated which are used for analysis.
Tracking Services - Tracking script is inserted into pages
of the web site to be tracked. Page requests from visitors triggers
the tracking script which updates some kind of a database at the
Tracking service. Authorised personnel log into the tracking service
and generate reports which are used for analysis.
Calculating Visitor Conversion Rate
Conversion Rate is calculated as follows:
For instance if 200 visitors used the
search term "6-string guitar" to reach your site and 10 placed an
order then the Conversion Rate for the search term "6-string
guitar" is 5% [calculated as (10/200) x 100%].