Conversions increased, but did sales increase
Conversions have long been one of the key measures of success in digital marketing. The aim has been to bring the measurement as close as possible to identifying the means of generating contacts, orders or the things that lead to and influence them. If the analytics are done well, quite a lot can be measured. Measurement should then be followed by interpretation of the results and, from that interpretation, measures to improve the results.
However, there are several challenges in measuring conversions and interpreting the results. Even today, a significant number of companies do not have their website analytics setup in place. There is a lack of awareness of the need or requirement for analytics data. The main reason for this is probably a lack of awareness of the potential of analytics and a lack of ability to interpret the data themselves in order to make better decisions.
The few analytics specialists are mainly found in high-end agencies and the client's role is quite often to rely on the expertise and word of the agency's specialist.
What does the conversion measurement tell you about sales?
In e-commerce, conversion measurement can be used to directly measure the evolution of sales. If it is not an online store, a correctly done conversion measurement will usually show the evolution of the number of sales opportunities or sales events. At best, it can identify issues that can be actively addressed through various means in order to increase the number of sales opportunities.
The longer and more complex the purchase decision process, the more factors are involved that web analytics cannot measure directly. But equally, even small purchases can have a large number of factors unrelated to web transactions that have a significant impact on the purchasing decision. Interpreting conversion data is a bit of a guessing game without knowledge of the issues affecting the measurement results, an understanding of customer motivations, market intelligence and business knowledge.
Interpreting conversion data is a bit of a guessing game without knowledge of the issues affecting the measurement results, an understanding of customer motivations, market intelligence and business knowledge.
Changing purchasing behaviour
Digitalisation also affects buying behaviour and therefore sales-related transactions can also be measured more. This can lead to a misconception that digital marketing or a website is driving sales, even if it is simply preventing churn or moving customers from one channel to another.
Case Study The impact of the Chat service on conversions
For example, a website was added with a chat service and contacts made via chat were set as conversions. According to the measurement, March 2022 was a resounding success, as the number of conversions almost doubled compared to March 2022 in previous years. However, according to the entrepreneur, the month was a very typical March in terms of number of contacts and sales.
When chat contacts were excluded from conversions, the number was the same as in previous years. Some of the contacts had simply moved from one channel to another, measured channel. Of course, these contacts could have been missed without the new channel, but we will never know.
Understanding, measuring, interpreting
So simply looking at conversions with one eye can be very misleading. Interpreting results requires a broader understanding of the issues that affect them, and also of the issues that remain open to interpretation. While some of the things that are open to interpretation can be quickly tested, others cannot be influenced by tactical digital marketing or small side changes. Advertising or website conversion optimisation will not help if the problems lie somewhere else in the business or market situation.
Simply identifying the situation and the measures required through analytics requires a deeper and more comprehensive knowledge than the basic digging. When problems are found outside the network, this requires additional business knowledge. The combination of the two can deliver real value and guide the customer to use resources in the most efficient way to achieve business objectives.
If you would like to learn more about the possibilities of analytics or need help using it, please contact our experts.
Antti Kärki
Good digital marketing since 2003, but the humour gets worse every year. All in one package! Antti takes a broad view of marketing through the eyes of the client, the agency and the web analyst, but he is also keen to tackle individual issues. Antti's texts occasionally seek a little wake-up call, as the digital marketing industry has a lot of room for improvement.
