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15 Essential conversion actions taken by website visitors, also called conversion targets.

Bringing a visitor to your website is not enough and does not really help much, unless the visitor interacts by taking certain actions, also called conversion actions. Setting conversion targets for your website is the first step to help it grow. Here are the most important ones:

  1. Make a purchase, also called sales conversion.

    Is that what online marketing is about, sales? And at the end of the day, this number is the one that counts more. If all the marketing campaign actions goes well, sales is the end result. However focusing just on this could make us miss the whole picture. Online marketing is much more than sales. Sure, by converting a visitor to buying customer is what we want the most, however developing a loyal audience that can buy in the future and having a good and useful website is more important. It is the sign of a healthy business that is here to stay.
  2. Create an account.

    In other words subscribe to the website. Most of the time it is associated with subscribing to the newsletter as well, however it is not mandatory. Having a visitor subscribe to your e-commerce website is the first step in order to purchase products or services. So it is one of the most important conversion actions a visitor can take. Also measuring this metric and track back sales failures can determine the cause of the problem and fixing it can result to increase of the conversion rate.
  3. Subscribe to the Newsletter.

    This is some times not considered such an important conversion target, however it is a vital step to audience development. According to many case studies based on actual marketing campaigns, newsletter has a significant greater conversion rate than other audience reaching channels, such as Facebook, Tweeter and other social media. The reason is very simple. People who have subscribed to your newsletter and stay subscribed, like the content you share, they think it is useful to them and thus they have a higher success conversion rate.
  4. Read an article, product or service description.

    This is the difference between an interacting visitor and a bounced visitor. It is the metric that describes how relevant and useful is the content of a website to the visitor. The more time the visitor stays on the page interacting, in other words reading, the less the bounce rate of a website is. Read more...
  5. Like on Facebook, Google+ and other social networks.

    This is an important step to develop a website's audience. It is vital for any business to have a social media presence and the larger the audience the more the reach of every social media post. Read more...
  6. Follow on Tweeter, Google+ and other social networks.

    Some social networks have a follow action required by the visitors, before they start receiving social media posts. This action is an important step to develop a website's audience for the social networks that require following action. Read more...
  7. Take an offer.

    Taking an offer sent, or proposed from inside the website, or even from the outside using AdWords or some other kind of advertisement is another important target. Read more...
  8. Take a survey.

    Would you like to know what your customers want? Well, there is no better way than ask them. Having a customer or visitor take a survey not only provides with valuable feedback about their needs, but also improves the chances to take an offer at the end of the survey, or take another action and convert in another way, i.e. subscribe to the newsletter.
  9. Share a content, product or service.

    There is not a better way to promote products or services than through a customer's referral. Having a customer taking this conversion action, increases the chances of sales conversion, increases relevant traffic to the website and promotes it to the social media, which increasing the website's backlinks and helps improving the website's ranking with the search engines. In most cases, customers would love to do that, if you make it easy for them. Read more...
  10. Suggest to a friend.

    Just like content sharing, suggesting to a friend via email, is one of the best ways to promote products or services. This conversion action taken by a visitor or customer, increases the chances of sales conversion, because it usually targets an individual who is interested in this type of product or service, increases relevant traffic to the website and helps improving the website's ranking with the search engines. In most cases, customers would love to do that, if you make it easy for them. Read more...
  11. Submit a form.

    In many cases a customer or visitor can submit a form, in order to ask for more information about a product or service. This could help with sales conversion, audience development, since they could choose to subscribe to a newsletter or a reminder about the product or service they are interested in. Here is how you could add smart and useful forms to your website. Read more...
  12. Rate / review a product or service.

    I cannot stress this enough. Customers are your best salesmen, period! A satisfied customer can be your best weapon to increase your trust and improve your sales conversion. In most cases, customers would love to rate and review your products and services, if you make it easy for them. Here is how you do that. Read more...
  13. Leave a comment.

    Just like Ratting and reviewing, allowing your customers to add comments about products or services could be very beneficial to your website. Not only improves the description of a product or service, by adding FAQ Q&A, but it also helps your customers interact with each other and sharing their experience from your services. This helps building up a great foundation of trust for your visitors and potential customers and helps improving the website's ranking with the search engines, since the search engines and social media really care about the amount of people talking about this. In fact social networks like Facebook have a special metric for this specific thing, called "People talking about this", currently called "People engaged". In most cases, customers would love to do that, if you make it easy for them. Adding such a functionality to your website is not difficult. Here is how you do it. Read more...
  14. Contact, chat or call.

    Directing a visitor to interact by contacting, chatting or even calling you, could mean the difference from making the sale or not. According to recent case studies, using real life examples, 9 out of 10 visitors would purchase if they had the opportunity to ask something in real time, by using a chat. Also, having a contact with full details, telephone number and even chat, increases dramatically the chances of sales conversion and builds up trust towards visitors. Adding such a functionality to your website is not difficult. Here is how you do it. Read more...
  15. Click on a link or button.

    Directing a visitor to interact by clicking a link or button, is a good way to minimize your website's bounce rate, increase visitor interaction and promote offers. Such an action can also lead to newsletter subscription, taking up an offer, sales conversion, and helps improving the website's ranking with the search engines. Adding such a functionality to your website is not difficult. Here is how you do it. Read more...