Conversions refer to important actions that users take on your website. These important actions include purchasing, adding to the cart, downloading applications, making phone calls, etc. In other words, conversions are actions taken by your visitors that generate revenue for your business either directly or indirectly.
Monitoring the conversion processes helps you to determine your marketing methods by understanding user behavior thoroughly. In addition, conversion tracking is vital, especially for optimizing your advertising campaigns and separating the return on investment you get from ads.
Each business type can focus on different conversion metrics. For example, businesses in the service sector generally derive their investment returns from actions such as phone calls, emails, forms, and store visits. For this reason, they prefer these actions in conversion processes.
For e-commerce businesses, the situation is slightly different. Purchase, begin checkout, and add-to-cart conversions are the most effective conversion types in generating revenue for online commerce as the purchase cycle starts with adding to the cart, continues with payment initiation (begin checkout), and ends with the purchase.
- The conversion helps you understand the purchase intentions of users visiting your website. Users who are likely to like and buy the product will first add it to their cart. By tracking the add-to-cart conversions, you can analyze which products are preferred more, and you can optimize your marketing strategies according to this data.
- The conversion indicates that the user has started the payment process. By tracking this conversion, you can analyze how many people proceed to the payment step. You can also see the number of users who gave up at the checkout step by comparing the beginning checkout and purchase conversions.
- Finally, it's time for the most important conversion process for e-commerce businesses: purchases. The conversions are the actions in which customers make a purchase. This type of conversion allows you to generate direct income. That's why we recommend tracking it for your online store.
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