In digital marketing, an online conversion refers to a specific action taken by a website visitor, indicating that they have been “converted” from a passive visitor into an engaged user or customer.
To be effective, conversion opportunities need to be aligned with the website's business goals.
Examples of online conversions:
- Making an online purchase
- Filling out a contact form
- Subscribing to a newsletter or email list
- Creating an account or registering for a service
- Downloading a white paper, e-book, or other resource
- Clicking on a specific link or call-to-action button
- Engaging with a chatbot or live chat service
Online conversions are tracked through various methods, including:
- Conversion tracking pixels: Small pieces of code placed on a website that track specific actions and send data back to analytics platforms.
- UTM parameters: Unique tracking codes added to URLs to identify the source, medium, and campaign that referred a user to the website.
- Cookie-based tracking: Placing cookies on a user's browser to track their behavior across multiple visits and sessions.
Server-side tracking: Tracking conversions directly on the website's server, which can be more accurate and less susceptible to ad blockers. - CRM integration: Connecting website data with customer relationship management (CRM) software to track conversions and user behavior across multiple channels.
- By monitoring online conversions, businesses can measure the effectiveness of their digital marketing efforts, optimize their strategies, and allocate resources more efficiently to drive growth and revenue.