Different types of conversions

In the world of digital marketing, there are a number of concepts and terms that you should know. Conversion is one of them that you need to know exactly and understand what it means. So let's take a look at the world of conversions in this article!

Web marketing can take many forms, one of the main goals of your digital marketing is of course to sell more. Whether it's your online services, offline services and activities, products or information. For your website to survive and grow, conversions are necessary. In a successful campaign, you may see an increase in conversions and adjust your marketing budget accordingly. For a less successful campaign, you can make an adjustment and reallocate your budget. Different goals can also have different conversions. In this article, we will start by discovering the different conversions that can exist.

Hard conversions

Hard conversions can be considered a purchase. This can vary from company to company and from website to website, but can be understood in the following terms:

• Purchase of a product or service.
• Another transaction takes place

Optimally, these hard sales lead directly to money in the bank. This is the goal of every business. A hard conversion can therefore be considered the main goal and a new customer. It can take the form of placing an order on your web store. The purchase of a service on your company's website or a click on an ad on your blog. A hard conversion can also occur on purely informational websites.

Soft conversions

Soft conversions can involve several things and are very website and niche dependent. What may be a soft conversion for you may not be of interest at all to another business. But here are some examples of soft conversions that can happen on your website:

• Subscribing to an email newsletter
• Filling out a communication or contact form. Even for a quote request, for example
• Visits to the landing page
  
• Download an e-book, infographic, or white paper.
  

Communication goals can be seen as conversions or leads, on which even entire marketing agencies are based. A registration or application can therefore signal potential interest that may lead to a hard conversion at a later date. This often makes a soft conversion easier to manage than a hard conversion. However, this also makes it less valuable because there is no direct transaction.

A soft conversion can happen later in the customer journey and usually shows that there is interest but not enough persuasion yet. Subscribing to a newsletter or requesting more information also shows this. Of course, a visitor does not simply provide his email address or contact details on a website. This must be linked to a certain interest. In most cases, this will be the case when applying for the installation of solar panels, for example, but it can also include a monthly software package.

How exactly can you track this?

Tracking conversions on your website is done through analytics software, in most cases for websites this is Google Analytics, but can also be Microsoft Clarity or another method of seeing your website stats. Within most software you can then also set goals to track conversions. Of course, when you place an order on your website, you will receive an email in most content management systems, but with a conversion goal that isn't an order, it can be a little more difficult to keep track of. With a goal in your analytics, you can then process that into reports so you can include that in your next meeting. That's always handy.

Creating goals can be done in a number of ways. Please consult the documentation of your chosen package to set this up further.

By tracking your conversions, you will also get a better idea of what is working and what is not. You can also use this information to monitor your sales. Instead of just adding water to the sea with a fixed advertising budget or other advertising methods. You can't get a good picture of what exactly worked and didn't work for your website advertising. A conversion rate that takes into account where the visitor is coming from, what action they are taking on your site, and whether they are converting can make a big difference in deciding whether to invest budget. It's an important factor for any business, large or small.

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