Late last year, we wrote a blog about Conversion Rate Optimization Metrics and how they affect your SEO. Approximately three months after that a few of our clients wrote glowing Clutch reviews about their experiences working with us, which helped us earn premium company listings on the Manifest.
Here they are for reference:
One thing we realized with these reviews is their amazement at how we were able to increase their conversion rate so quickly. The secret is effective conversion tracking.
Simple Best Practices
According to recent studies, as many as 42% of businesses with Google Ad accounts don’t have any kind of conversion tracking on their websites. That is lost data that will never benefit the company. We simply used best practices to accurately record those lost conversions, and that’s the big jump our clients saw with their metrics.
Why Is There a Problem?
One of the big reasons why this discrepancy happens is because every business is unique, and unless you’re strictly just an online retailer, Google isn’t equipped to analyze actual conversions.
Take our three clients as examples. They are a residential construction company, an international college, and a fire safety compliance firm. All three businesses have typically long buying cycles, wherein a customer can engage with them on and off for months before deciding to actually pay for their services.
These different set-ups can be confusing for people who aren’t familiar with the business models, let alone for a machine that’s only looking at numbers to make decisions.
How to Solve It?
This is one area of SEO and digital marketing that will always make it necessary to have a human involved in the process. The most effective way we’ve seen to accurately track conversions across different companies and industries is to understand their business models.
It’s only through understanding how a company engages their audience, how users find those services, and how these businesses ultimately plan to make money that decide everything.
In the Fire Compliance review in particular, our client noted their appreciation of how much attention we gave their team. This is part of the necessary process given the niche nature of their company.
An AI specifically built for that kind of niche industry will undoubtedly work wonders for that client. But it will never be applied to any other company or business.
This is a general overview regarding the problems with conversion tracking that we found based on our own experiences working with different companies over the years. If you think you’re not getting as much out of your own SEO campaigns as you should, why not give us a try?