Industrial Marketing

5 Reasons Your Industrial Company Needs Conversion Tracking on Its Website

5 Reasons Your Industrial Company Needs Conversion Tracking on Its Website

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Your website is the electronic storefront for your business. It represents you and your products.

The goal of your website is to take a prospect and turn them into a customer.

Google Analytics is a great way to get information about how your website is performing, but having goals and conversion tracking set up within Google Analytics will help you make even better data-driven marketing decisions to grow your industrial business.

I am going to list 5 reasons why you NEED to have goals and conversion tracking on your website.

First, let’s dig in to what goals and conversions are. Google says this, “A goal represents a completed activity, called a conversion, that contributes to the success of your business.” Goals are important because they can answer specific questions you have about how your site is performing. A conversion is registered when someone completes a goal that you have set up.

There are 4 different types of goals and I’ll briefly define each one for you. Goals can be broken down into 4 different types:

1) Destination. A destination goal will register a conversion when a specific page loads.

2) Duration. This goal will register a conversion when a user spends a defined amount of time on your site.

3) Pages per session. This goal type will register a conversion when a user views a certain number of pages during their session.

4) Event goals. This will register a conversion when a user performs a certain event, such as playing a video or clicking a certain link.


Now that you’re familiar with the types of goals, here are the 5 reasons why you need conversion tracking on your website.

1. You’ll know where visitors that completes your RFQ form comes from

 Right now, you know when someone completes a request for quote or request for proposal form. This is a vital part of your business. But, do you know where those visitors come from? When you set up a goal to track form completions, you will be able to know if they’re coming from organic search, paid search, other sites, or if they’re coming to you directly by typing your url into their browser. That is what the image below is showing. This information goes more in depth, too. You can see what specific websites are driving visitors to you, what browsers they’re using, or whether they’re using a desktop or mobile device. If you have you Google AdWords account connected, you will also be able to see what campaigns, ad groups, or keywords are driving the most conversions.

Google Analytics channels


2. You’ll know when someone clicks on your RFQ or RFP form, but DOESN’T fill it out

 If you have an RFQ form, but just aren’t getting as many potential buyers to fill it out as you’d like, how can you identify the problem? Are they even going to your RFQ page, or are they going to it, but not filling out the form? You need to be able to identify the problem before you can come up with a solution. If people are going to your form, but not filling it out, setting up goal conversions will allow you to use the solution that I’m going to talk about in my next point.


 3. You can create re-marketing lists

 If people are going to your site, but aren’t performing the action you desire, such as completing an RFQ form, how can you get them back? The first time that user landed on your site, they might not have been ready to buy. They might still be in the research stage of the buying process. How can you reach back out to them when they are ready? This is why re-marketing can be very beneficial. The options for re-marketing are endless. The example we will use today will target users that landed on your RFQ page, but didn’t fill it out. If you have goals set up for these two actions, you can target them with specific advertising to drive them to complete your RFQ form.


4. You’ll know if people are clicking on your email link and where they’re coming from

 It’s great to have an email address on your website so potential buyers can easily contact you. You obviously already know when people email you, but do you know if they’re coming directly from that link? How many people are clicking your email link, but not actually sending anything to you? This is information you won’t get unless you have a goal set up to track clicks on that link.


5. You’ll know if people are watching your video

Videos make your site more user friendly

Having a video on your website is great. Multimedia can boost you in search rankings and create a better user experience. Your video could tell viewers about your specific products or about your company as a whole, but it can be helpful to know if people are watching your video. You can even set up a goal to track video plays.

As you can see, setting up goals can help you gain even more insights to how your website is performing. This can help you make better data-driven decisions.

If you have more questions about goals or want to learn more about digital marketing for industrial manufacturers, contact IQS Directory on about our marketing services.