Conversion tracking, landing page optimisation and testing

What are conversions?

A conversion takes place when a visitor to your site takes an action and converts into a customer. This might be filling out a form, completing a purchase, or by simply showing a high level of engagement with your site.

How to track conversions

Step 1: Build a tracking URL

Google Analytics has a tool called URL Builder, which enables you to tag URLs with custom campaign tracking parameters. It’s simple to do and worthwhile for the insight it gives you into how your website is performing.

Step 2: Use your tracking URLs

Once you’ve created tracking links, use them in your campaigns in place of a standard URL. If using Google Analytics, it’ll assume that anybody who clicks this tracking URL is from this campaign. Consequently, it will attribute any actions they take, and tell you whether or not they’ve converted.

Step 3: Define your goal

If you haven’t done so already, you’ll need to create goals in Google Analytics for the conversions you want to track.

For example, if you’re an e-commerce site, you’ll want to track shopping cart checkouts. You can do this by creating a goal that counts visits to the URL of the order confirmation page that customers see when they complete their order.


Landing page optimisation

Landing page optimisation (LPO) is the process of improving elements of your website in order to increase conversions. Landing page optimisation is a subset of conversion rate optimisation (CRO), and involves using methods such as A/B testing to improve the conversion goals of a given landing page.

Landing pages are a key component of your online marketing campaigns. They’re specially designed pages with the main goal of generating sales or capturing leads. Landing pages are often the main destination of paid online marketing campaigns, and a lot of money and resources are spent driving traffic to these pages.

Since landing pages are focused on conversions, improving their performance can lead to significant improvements in business results. That’s where LPO comes in.

Optimising a landing page makes sure that you achieve the highest possible conversion rate from the visitors who arrive at that landing page. It can help you lower your customer acquisitions costs, acquire more customers, and maximise the value of your ad spend.