Internet marketers love to create new terms for things you thought you already understood! In the world of Internet marketing, the word “conversion” represents any action on your website that is more valuable than someone that visits your site and leaves without doing anything. What constitutes a conversion depends entirely on the industry and on the individual company. It doesn’t always correlate directly to a sale.
What makes a conversion can be very subjective based on what your role is at a company. In digital marketing tracking the indirect influence of a sale is often difficult, but necessary for gaining insight to big picture trends. What a marketing manager or CMO’s idea of conversion (eg – Facebook Page Likes, Shares, Twitter Retweets, Fan or Follower Counts, Email Subscriptions, Phone Calls, etc.) can be different compared to that of a CEO or head of business development. It boils down to having the right goals in place based on exhaustive market research and having a balanced strategy to continually test and refine.
Conversion, Aggregate and Ultimate Conversion Goals
A Conversion Goal is the measurement of some action an individual user has done on your site. A few examples include:
- A completed purchase
- A submitted form
- A button or link click
- Reaching a particular page
An Aggregate Goal is typically an average of some set of numbers across users. Time on site, revenue per visitor (RPV), or page views are Aggregate Goals because they average values across several users within a given experiment variation. A few examples include:
- Time on site
- Average Page Views
- Average Revenue Per Visitor (RPV)
- Articles read
An Ultimate Conversion Goal is the primary goal you have for your site. Both Aggregate Goals and Conversion Goals can be an “Ultimate Conversion Goals.” For example, a media site like the New York Times may use an Aggregate Goal like page views as their ultimate conversion goal whereas an e-commerce site like Target may use completed purchases as their ultimate conversion goal (although many e-commerce sites often use RPV).
Common Conversion Goals by Site Type
The following chart lists some of the most common conversion goals for particular site types. For the purposes of this article, I’ve broken websites down into four broad categories.
Common Conversion and Aggregate Goals
|E-Commerce – a site that sells things for users to purchase online.||
|Media/Content – a site focused on article or other content consumption.||
|Lead Generation – a site that acquires business through name capture.||
|Donation – a site aiming to collect donations.||
Empathize with your audience and customers
At the end of the day, acronyms and insider terms are fun, but to be successful, you want to reach as many people as possible with as much clarity and transparency as possible. If your message is not understood, it is wasted.
If you’re interested in learning more about our search engine analytics services, call 614-285-7565. Contact Sigma Creative today!