Conversion

Overview

In the context of a digital marketing agency, conversion is an important metric used to evaluate the success of online campaigns. Conversion tracking helps agencies to understand which elements of their marketing strategies are working effectively and which need improvement.

It's also an essential part of conversion rate optimization (CRO), a discipline focused on increasing the percentage of users who complete a desired action on a website or a landing page. CRO can involve a wide range of strategies, from improving the design and usability of a website to optimizing ad copy and targeting.

Usage Types

Conversion in Advertising

In digital advertising, a conversion usually means that a user has clicked on an advertisement and then taken a further action that's beneficial to the advertiser. This could be making a purchase, signing up for a service, or becoming a lead.

Example: * Cost per action (CPA): In this model, advertisers only pay when users perform a specific action, like making a purchase or filling out a form.

Conversion in SEO

In Search Engine Optimization (SEO), conversion can refer to a user taking an action on a website after clicking on an organic search result. This could be making a purchase, filling out a form, or any other action that's beneficial to the website owner.

Example: * Organic conversion rate: This metric measures the percentage of users who take a desired action after finding a website through an organic search.

Conversion in Email Marketing

In email marketing, a conversion could be a user taking an action after opening an email. This could be clicking on a link in the email, making a purchase, or signing up for a service.

Example: * Click-through rate (CTR): This metric measures the percentage of users who click on a link in an email and then take a further action that's beneficial to the advertiser.