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Conversion Optimization 101: Understanding the Story Behind Your Data

Apr 20, 2017 / by Maggie Clapperton

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We hear a lot about the importance of storytelling in marketing these days, usually in reference to the narrative your company puts forth to the public...But what about the story held within your campaign data? 

Conversion verification allows you to do just that by collecting metadata for individual conversions within a given campaign.

What does this mean, exactly? 

It means that you’re able to arm yourself with the story behind every single campaign conversion.

 

Every time someone hands over their email address, job title, age, or location, or purchases one thing over another, a story is being told… A story you can use to better understand your customers, your messaging, and even your products.  

 

Rather than looking at a seemingly impenetrable wall of numbers, conversion verification empowers you to extract information that can help you make successful business decisions. It can help you understand who your message is speaking to, which campaigns are actually converting and how your assumptions match up to reality.

 

According to MarTech Advisor:

 

“If you’re just testing the conversion rates of your landing page, you're doing it wrong. Conversion optimization tools allow the modern marketer to get much deeper and more technical – providing data and insights to help you optimize beyond customer experience.”

 

How does it work?

 

A piece of javascript (JS) code is added to the conversion destination (usually by one of your developers) and collects all available information you wish to include. For example, if your landing page includes a signup form, conversion verification allows you to extract a user’s sign up information and associate it with a specific conversion. Now you know exactly which campaign your conversions are coming from, take a closer look at your buyer personas, and perhaps most importantly, know which channels & platforms are driving performance and which simply, are not. 

 

What are the benefits of using conversion verification?

 

ATTRIBUTION

 

With conversion verification, you can attribute each conversion to a specific action on your page. It allows you to connect the dots between your hard work and your human customers. By providing granular attribution data, conversion verification arms you with the information you need to make intelligent investment decisions based on what your customers are responding to. 

 

For example, understanding key aspects of each conversion (this could be anything from a user’s email, job title, and industry, to a product number) can help improve your organization’s ability to correctly attribute revenue. 

Recent research reveals:

 

almost 75% of marketers find attribution critical or very important to marketing success and nearly 60% reported they plan to take the definitive step of changing their attribution model in 2017 to better evaluate and optimize the decision making process.”

 

One way to “better evaluate and optimize the decision making process” is the ability to weight attribution by platform, known as a weighted attribution model. At the end of the day, conversion optimization allows you to see which investments are working for you and which should be shelved.

 

TRANSPARENCY

 

Of course, proper attribution necessary leads to more data transparency. Gain trust in your data by turning a mere tally into a coherent list of customer profiles. This kind of transparency allows you to feel confident in future allocation of your marketing dollars. Our director of product, Andy Woo, puts it this way: “Conversion Verification allows you to trust you data, and see the meaning behind raw numbers.” 

At the end of the day, conversion verification gives peace of mind. You're able to credit those platforms that are working for you and understand which ones aren't (not to mention have evidence on hand when it's time to cut some loose). 

 

 Now read:  

4 Key Things Every Marketer Should Know About "Walled Gardens" 

Video Marketing Metrics You Should Care About (Other than Conversions)  

 

Topics: Blog Posts, Featured, News, Resources, conversion verification

Written by Maggie Clapperton

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