Online marketing is all about conversions

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Online marketing is all about conversions

Melissa O'Donnell • November 15, 2022

The main goal of your website and landing pages is to attract new leads and convert them into enquiries. Measuring conversions ONLINE is simple, you have the answers at your fingertips. Google Analytics, Social Media Analytics, and PPC dashboards let you see which campaign or page of your website is converting the most visitors.

Tracking OFFLINE conversions though isn't quite as straightforward. Measuring something like views of a billboard or, someone enquiring after they've seen you at an event can feel unquantifiable.

It's not impossible to measure offline conversions though, and this blog explores how to track your offline conversion data and how it can help improve your overall strategy.

Understanding your offline customer journey:

A customer journey is the series of interactions that a customer has with your brand, whether it’s online or offline. A few examples of what interactions might look like:

Seeing your logo or advertisement on a branded vehicle or billboard
Attending events/conferences
Seeing a social media post
A recommendation of your brand
Receiving some email marketing

Data is the key to success in today’s online landscape. When you have data about your website, you can use it to improve your marketing, your website design and even the brand itself.

If you’re not tracking offline conversions, you could be leaving money on the table. This is especially true if you’re in a B2B industry or otherwise rely on qualified leads coming into your website (as opposed to more direct sales).

Do you want to know if someone has previously visited your site but converted in other ways at another time?

We understand that running a business often means your time is limited.

When you come on board with Infoserve we can establish and configure your offline conversion tracking for you. Meaning you get to reap the benefits without having to spend hours of your time setting it up.

Through collaboration with you, we will work to integrate offline tracking into your strategy.

Sending Google and Microsoft data to pinpoint exactly what ad, campaign or even keyword, directed prospects to your site, ultimately leading to a conversion. Additionally, we will track the value of the conversion to optimise automated bidding.

Meaning you can discover what works best.

If someone clicks a link in an email or visits your site from social media, do they then go on to purchase? Being aware of this kind of data is important for where you're getting the lowest CPA.

Likewise, if people are visiting your website and not converting, offline conversion tracking can help you identify areas for improvement.

If you would like more information on how offline conversion tracking works, contact us or give us a call on 0800 089 0879.

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