To put it simply, conversion marketing is the art of converting a marketing strategy into something of value, such as increased sales or increased brand awareness.
Cash Money artists successfully convert viral mixtapes into ice and loose women.
But how exactly can one measure the success of a conversion marketing strategy? When someone checks out on your online shopping cart, there is no obvious sign that they completed a sale thanks to your easy to navigate website. That’s where analytics comes in, and more specifically, Google analytics.
Google Analytics is one of the most widely used web analytics tool on the internet, and it’s what I use for my blog, The Gainesvillains. While it contains a variety of parameters to peruse, I personally feel there are only 3 useful statistics for a blog like mine: bounce rate, traffic sources, and average time on site.
Bounce Rate
The bounce rate is a measure of what percent of visitors to the site never come back ever again. Essentially, the lower the bounce rate, the more repeat readers you have. This is especially important for a blog, because if people come to your website and never return, you either have only one important piece of information on the site that everyone wants to read, or you have terrible content all around.
They must have read my post on Lil Wayne's conversion marketing techniques.
Traffic Sources
Knowing where readers are coming from is incredibly important to a blog’s success. There are various ways to promote blogs online, such as commenting on other blogs’ posts with links to your blog, or from having a popular Twitter feed. While you may think all your web spamming is bringing in tons of viewers, it could turn out that no one ever progresses to your website from your Facebook fan page. Knowing your traffic sources allows you to accurately measure the effectiveness of your online marketing presence.
Average Time on Site
Maybe you get a ton of visitors all over the web. This is great, but why do they only spend an average of 3 seconds on the website? You could have a great online marketing strategy, but when people come to your site, they might be instantly turned off by your ugly design and layout. Maybe they only come to your site because you’ve accidentally become a viral sensation for being such a terrible website, and visitors stick around long enough to laugh at your weak posts then leave forever. ATOS is a good measure of the quality of your blog content. If people stick around on your site, they probably like what you have to say.
These three statistics are the most applicable and most important to my blog. We only create profit through increased awareness of our music and promotion services. If readers don’t want to come to our blog and explore our content, then we might as well market ourselves by sitting in my mother’s basement and complaining about why we aren’t famous yet.
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I love your example of Weezy F. and Birdman as conversion marketing. That made my day. Also, I like how you simplified the three most important analytic data to your website. It made more sense to me after reading it than it did to me before.