The Converted Click - Conversions That Matter
Updated: Nov 6
To understand the converted click, you need to know what the difference is between clicks and conversions. If you are new to marketing, it may be confusing, but it really is quite simple. But wait! At the rapid rate that things are changing, the basics can easily be lost, confused or ignored, whether intentionally or not. The difference between clicks and conversions is massive and extremely important.
Historically, marketing and SEO professionals would mainly focus on clicks. Then they would hand over those people who clicked on something to the sales department and hope they get a conversion. Nowadays, to provide efficient digital marketing services, the two teams must work together to get clicks and conversions more effectively. Getting the converted click, also known as a lead is the focus now. Conversions are now much more important than clicks.
What’s The Difference Between Clicks and Conversions?
Clicks are just that. Whenever you click on a button, image, link, or tap a tablet or mobile screen, to go to the next step in the customer journey. This click may be a call to action which takes you to a contact form or a landing page, or maybe even to buy a product. So it’s the click first, which then becomes the conversion.
The actual conversion occurs when a user or customer visits your site, (through the click) and then takes the action that you wanted them to take. This is when they ‘convert’ to being a customer. And the click is now the converted click. If your team of marketing and SEO professionals are doing all the things to get someone to engage with your links, etc, then you feel pretty good when it becomes the converted click.
You Can Measure Clicks And Conversions
The best way to measure clicks and conversions is with Google Analytics. Tracking conversions on Google Analytics provides your customer with efficient digital marketing services. This in turn will add value to their business as they start to better understand their target market. This in turn will increase their revenue. The converted click is measured in two different ways.
The first is the CTR or click-through rate. CTR is shown as a percentage. This measurement shows you how many people clicked on your link, ad, image, etc, and was then taken to your website or landing page. The conversion rate will tell you how many people completed this process of buying something or filling out a form. It is worked out according to the total number of visitors that went to a specific place and then divided by the number of conversions.
What Should You Be Measuring?
Before you begin, you should figure out what your business goals are. Do you want to increase sales? Increase your leads? Or increase awareness of your brand? What you measure will always depend on your business goals.
Clicks are sometimes considered a vanity metric. But you definitely want to keep a close eye on them because they can be so important for understanding your ads. When you want to know what your ROI (Return On Investment) is, you will then keep a closer watch on your conversions.
Let’s say for example that you’re running a brand awareness campaign. In this instance, you want to know and measure the number of clicks you get. Once you have directed traffic to somewhere in your ad campaign, you will want to measure the clicks.
Another thing to remember is that the CTR for PPC (Pay Per Click) ads on Facebook or Google influence an ads’ Relevance Score or Quality Score. If nobody clicks through then your score goes down, because the platforms’ algorithms will interpret that to mean that nobody likes your ad.
We don’t want that! This is when you need to go back to the drawing board and make some adjustments until people start clicking on that ad. If your score is low, just work on it to bump it up again. The click-through rate also measures the ratio of clicks to impressions. This means the higher the CTR the more effective the marketing campaign has been to bring people to your website.
Use Google Analytics to track your conversions and which variables in your ad had the most conversions. You can adjust the ad by changing the headline, the image, or the content. But make sure you track them one at a time, so you’ll know exactly where you got the most conversions.
Always record the results from every test you run and then compare them to one another. But keep the tests simple and don’t test too many variables. It could be difficult to keep track of too many changes. Make sure you track every time you change something. If you don’t record everything it will be hard to pinpoint what did or did not work. Testing will help you find the best targeting, ad content and landing pages to get you the best results you’re looking for. How are your clicks and conversions doing? Contact us today to get them soaring!