What is a "conversion" and why is conversion tracking important?
You will most likely place several ‘call-to-actions’ on your web content. A call-to-action is a step that you are inviting your readers and visitors to take. It can be all kinds of things: ‘subscribe to my newsletter’, ‘ask for a demo’, ‘buy this product’, ‘contact me’ or even simply clicking a link can also be a call-to-action. And whenever someone performs the action, it is called a conversion. As owner of these pages, knowing which call-to-actions convert (or in other words, which ones are being clicked and which ones are not), is vital information for the success of your online presence. In Readz, we have added a great feature, ‘conversion-tracking’, that allows you to track exactly this: which call-to-actions are being clicked. When you track these clicks, you can see how visitors are interacting with different elements on your site. You can then use this information from conversion tracking to understand how well each call-to action on your page is performing. Once you define something as an action that needs to be tracked, it will show up in the conversion analytics dashboard. Then, when an action on your page is triggered, it is counted as a conversion, and will be included in your conversion tracking tool. For example, a user entering their email and clicking ‘Subscribe’ can be a conversion. A consumer clicking ‘Buy’ on an eCommerce website can also be a conversion. Conversions let you track effectively whether visitors are interacting with your content. To access our conversion tracking tool, your account on Readz must first be at least "Growth" or higher. Please contact sales@readz.com if you would like to talk with us about adding conversions to your Readz account.
Set up conversion tracking?
When you create a form in Readz, the platform will automatically start tracking the ‘submit’ action of that form as a call-to-action, but there are no real restrictions. Any action that you create can be counted as a conversion and tracked in the conversion dashboard. Enable conversion tracking on an action? In this example, we have a call-to-action going to another page in our project. We want to track how many times this Go To Page action is clicked. So in the Actions panel, let’s set it to “track in analytics.” That’s it. As of now, this call-to-action will be tracked. Organize your conversions? Typically, you will have numerous call-to-actions spread out over all your pages. To allow you to keep things organized, you can group and name call-to-actions. Groups are used to organize similar actions that you want to track. For example, all external links that you want to track can be put into the same group. A best practice that we ourselves use is to group call-to-actions per the desired outcome or goal. So as an example, all call-to-actions which invite users to subscribe to our newsletter list are organized in a single group. So we know immediately how all of our web content is converting users for that goal. Common types of actions that you might group include: subscribe to a newsletter, ask for a demo, buy product line A, social sharing, and so on. When creating groups for these types of conversion tracking, it is important to consider how detailed you need to be when categorizing your groups. An example is with sharing actions. You can create a group called shares, and all share actions can be tracked together, or you may want to track which shares are going to Facebook and which to Twitter. In this case, you’ll want to create a group solely of Facebook shares, and another group for Twitter shares. You can also name a ‘conversion’. The platform knows which webpage the action was located on, but you might want to add additional information in the name. We ourselves like to add some information about the specific location of a call-to-action in the conversion name. For example, we’ll name a call-to-action located in the middle of a page: ‘middle-page’. Together with the group (‘subscribe’) and the page it is on, you have very granular information at your disposal on what actions are bringing you conversions, and results. Use conversion analytics & the dashboard? Once you select all the actions you want to be tracked, you can observe those analytics by looking at the conversion tracking dashboard. To access the conversion tracking dashboard, click on "Analytics" in the header of the Readz editor, then make sure you're viewing the conversions tab. From the dropdown, select the URLs for which you want to view data. If you want to view the data for a specific project, you can select it from project dropdown, too. To adjust the timeframe shown, you can adjust from the timeframes provided.
conversion-tracking
Conversion Rate Optimization
Lastly, the Readz platform allows you to optimize your conversion rate with an A/B testing tool known as ‘Versions’. You’ll see this button called ‘Versions’ in the conversion dashboard. Here’s an example to illustrate this: For the first month, your buttons to convert your readers have a specific design, let’s say they are green. You are interested to see if changing the look of your button will bring in more conversions, so you change the color of the buttons to blue. To start comparing the two types of buttons, you should create a ‘version’ once you’ve implemented your newer, blue buttons. After some time, you can then come back to the conversions dashboard to measure and compare the results. This tool will help you determine if the modifications you make are bringing you the desired effect..
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