Prepare Early for Conversion Tracking
If you are serious about operating an online business, then you should expect to invest in marketing one day. While print, radio and TV still have their uses, they are rapidly losing out to digital marketing—marketing that provides detailed observations of a customer’s journey from ad to purchase.
Using the powerful tools of Google AdWords and Google Analytics, you can discover:
* the keywords a person searched for/or the website they arrived from
* the sequence of pages they visited on your website
* products they purchased (or abandoned shopping carts)
* how much they spent
…and that’s just a small sample of the information on offer.
Too often we see online businesses for whom the metrics of success are an after-thought. Instead, it should be one of the main factors to consider when building a new business website.
Not too long ago, a website consisted of individual, self-contained pages that linked to each other. For tracking traffic, you simply placed the same code on every single page. To track conversions, you choose the appropriate page, thanking you for your enquiry or confirming your order.
CMS Conversion Tracking Failures
These days, online businesses are most likely to use a content management system (CMS). The great advantage is that once your designer has created your website, you can manage and update it yourself, without knowing any coding.
Unfortunately, not all content management systems are created equal, and many lack a suitable solution for adding tracking code. This means that when you start digital advertising, you may find that tracking your successes is not possible (without building a new website), or might cost hundreds of dollars for your developer to install the scripts.
The biggest problems we find include the inability to edit the raw HTML of content, forms with few options, and even having no access to the header or footer of the template.
(At WME, we can usually install scripts for you as part of our management package, but sometimes it just isn’t possible).
Finding a Conversion Friendly CMS
If you decide on a paid CMS, then you can ask their sales team these six questions:
* Can I add a tracking script to every page of the site?
* Can I add conversion scripts to specific pages?
* Can I track form submissions?
* Can I alter the HTML of content (primarily to add Analytics events to clickable content)?
* Can I add code around phone numbers?
* Can I add the dollar value of sales to conversion tracking code?
You should also ask these questions of any third party service that provides you with an off-site shopping cart or booking system.
WordPress is free. Due to its popularity finding developers is easy, and plugins are plentiful. Tell your developer you would like the following:
* Mobile responsive
* Contact Form 7 for contact & enquiry forms
* One template (no page templates) for the entire site
* No dynamic insertion of phone numbers
* One header and one footer for the entire site
* WooCommerce for selling products online.
With the above criteria, not only can a WME specialist or other developer easily added tracking codes, but any other developer will be able to find them if they need changing.
No matter what form of online promotion you choose, tracking the results will be of great value. So make sure your website can handle it.
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