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Conversions refer to any action taken by a website visitor or prospect that moves them closer to becoming a paying customer.

Why is it useful?

Understanding conversions is crucial for any marketer or sales rep because it provides insights into the effectiveness of your campaigns and strategies. By tracking conversions, you can determine which tactics are working and which ones need to be adjusted or abandoned. In other words, conversions are a key performance indicator (KPI) that help you measure the success of your efforts.


Let's say you're running a pay-per-click (PPC) advertising campaign on Google Ads. A conversion in this case could be when a prospect clicks on your ad and lands on your website's landing page, then fills out a form to download a whitepaper or request a consultation. If the prospect completes the form, that's a conversion. By tracking the number of conversions from your PPC campaign, you can determine its effectiveness and make informed decisions about how to allocate your marketing budget.

Micro-conversions vs macro-conversions

It's worth noting that conversions can be broken down into two categories: micro-conversions and macro-conversions. Micro-conversions refer to smaller actions that lead up to a macro-conversion, such as signing up for a newsletter, downloading a piece of content, or filling out a contact form. Macro-conversions, on the other hand, are the ultimate goal of your marketing and sales efforts, such as making a purchase, requesting a quote, or scheduling a demo. Tracking both micro and macro-conversions provides a more complete picture of your overall performance.

Which conversions to track and which to ignore

Not all conversions are created equal. Some may be more valuable than others, depending on your business goals. It's important to determine which conversions to track and which ones to ignore. For example, if your primary goal is to generate leads, then tracking the number of contact form submissions is more important than tracking the number of social media shares. On the other hand, if your goal is to increase brand awareness, tracking social media shares and likes may be more relevant. It's essential to focus on the metrics that matter to your specific business goals.

Next actions

Now that you understand the importance of conversions, it's time to take action. Here are a few steps you can take to optimize your conversions:
  1. Identify your primary business goals and determine which conversions matter most to you.
  1. Set up conversion tracking in your analytics tools, such as Google Analytics or HubSpot.
  1. Test and optimize your landing pages, forms, and calls-to-action to improve conversion rates.
  1. Use A/B testing to compare different marketing and sales strategies and identify which ones work best.
  1. Continuously monitor and analyze your conversion metrics to make data-driven decisions and improve your overall performance.

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