Are you struggling with the result yielded from your past advertising campaigns? Are you in doubt about whether the right group of people is targeted? Are you feeling lost and confused while choosing the right marketing channels? Are you wondering why you cannot retain old customers?

Conversion tracking is a way to monitor the effectiveness of an ad campaign, it ultimately helps you to collect and analyze your customer’s behavioral data, how and when they decide to make a purchase, put their name on your email subscription list, give you a call, download you app, and more.

1. Revisit Your Goals Again

Back to square one. What do you have in mind once you establish your business, or designing this campaign? What do you want to achieve in the first place? Promote a new service or product of yours? Or to simply gain exposure in the increasingly competitive market? Now you have a foundation to build on, it is time to come up with a defined, established and quantifiable objective based on your past result from campaigns with similar natures, groups that you would like to reach out, and more. Sometimes learning from your competitors and acquiring predictive trends from industry news help with your brainstorming as well.

2. Different Types of Conversion Marketing KPI

Key Performance Indicators (KPIs) are commonly adopted to measure the performance of the campaign. Your KPIs should be components that can be used to demonstrate how well your objectives are achieved. Without the use of KPI, you have no way of knowing whether or not your work, money and time are worthwhile. Impressions, clicks and bounce rate, which is the percentage of people who visited your website and leaves the page without browsing further, are some effective KPIs you may want to consider.

3. Marketing Channels

When comes to exploring new marketing channels, some marketers could be quite conservative and tend to cling to those proven channels. It is important to explore around and keep yourself up to date, as everything in the world of digital marketing is moving at the speed of light. The right path is never easy, but you could learn by trial-and-error. No matter what your starting point is, always nurture a good understanding of the available channels you can leverage on. Perform AB testing among channels and make varied attempts with your marketing materials until a combination with the best performance is yielded. Here are several types of online marketing channel that you may consider.

• Search Engine Optimization (SEO)

• Search Engine Marketing (SEM), e.g keywords display, re-marketing, pay per click platforms etc.

• Social Media Marketing e.g. Facebook, Instagram, Twitter, Youtube, etc.

• Content Marketing e.g. videos, blogs, social media post

• Email Marketing

• Influencer/Key Opinion Leader Marketing

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4. Define a Conversion Funnel

Usually, your potential customer may take several interactions with your advertisements or your websites before a conversion occurs. An optimized conversion funnel is vital to your success in online marketing. Every website and every pieces of marketing materials online in existence has a conversion funnel, whether it was created intentionally. It could be as simple as asking people to sign up for your one-off e-book, or let everyone remain cohesive to your subscription plan in the long run. By visualizing and comprehending the journey that your customers are likely to go through, you can now take actions to refine that flow, or even identify leaks in the funnel.

5. Analyze Conversion Data

In an ideal world the funnel should drive all your customers straight to your desired actions, not one less. But in reality, only some of them can make it to the bottom of the funnel. By studying the data you obtained along the funnel, you should be able to come up with answers to the following questions.

• What behaviors lead to conversion?

• Which channel drives the highest conversion?

• What prevents people from moving to the next step?

After you have pinpointed where you have issues in your funnel, it’s time to take action and get rid of them. Changes vary from replacing a word with its synonym, to the entire layout of the website. There is no on-fit-for-all practice, so there is no need to aimlessly follow your competitor’s practices.

6. Refine marketing campaign

Now, as you have analyzed the conversion data, it’s time to refine and improve the marketing campaign. You may find come across some issues while you are going through your findings, such as:

• Page design made it difficult for users to visit, it could be too much visual elements, or simply technical bugs and slow loading speed preventing users from continuing their journey online

• Targeting the wrong group so no one seems super excited about your campaign/website

• Influencer marketing result wasn’t as expected. What went wrong? Where and when did everyone drop off?

• A/B testing shows that the result of A is better. You could commence campaign A, or create a campaign C and see which performs better, so in the long run you could ensure all the investments made are yielding positive results.

Conversion tracking tools offered by Google, such as Google Analytics and Google Adwords are the most popular and free analytics software suitable for any type of business. They equip you in-depth detail about your customer’s behavioral data and streamline your analysis in regards to point 5 and point 6. User testing tools such as heat maps (which generates a visual map showing where your customers focus on your website), surveying, pop-up boxes to be embedded in your websites etc. are all at your services too!

With a strong presence across Hong Kong, Taiwan, Mainland China, and Singapore, Allua stands as a trusted partner for brands looking to make a meaningful impact in Asia’s digital landscape. As a seasoned market player, we’ve empowered hundreds of ambitious brands to elevate their marketing strategies through innovative digital solutions, animation & video production, data-driven campaigns and all. Our track record includes collaborations with global names like UNICEF, Siemens, and HSBC - a testament to the trust and results we consistently deliver.

Looking to replicate the success of industry leaders? Let’s start the conversation.