Sometimes in business, we use common buzzwords so frequently that we think we know what a term means, only to pause one day and think, actually, maybe I don’t. For some, advertising conversions probably fall into that group. So let’s go back to basics and break down what the term actually means.
What is an advertising conversion?
In digital marketing, a “conversion” refers to an action that a prospective customer takes when interacting with your ad or website to complete a desired goal. This could be making a purchase, filling out a form, subscribing to a newsletter, or inputting an email address. Conversion actions also include offline activities such as a call to your business. One after another, these conversions lead visitors through the buyer’s journey.
Depending on your business and industry, the phases of the buyer’s journey will vary. But any journey will include the three fundamental phases of awareness, consideration, and journey.
- Awareness stage: At the start of the buyer’s journey, they are just beginning to identify the problem and pain points, and this is when they first discover your brand or offering. At this stage, they’re looking for helpful information, but are not interested in being sold to, so it’s all about maintaining a light touch and letting them self serve.
- Consideration stage: Your prospective customer is now somewhat familiar with your product or service. They are continuing to evaluate their need, its urgency, and the different ways it can be solved. They might be exploring competitive offerings, or doing more in-depth research.
- Decision stage: This is the last step of the journey when the prospect is finally ready to make a purchase. At this stage, your goal should be to give them confidence in their decision and remove any friction or barriers that may prevent completion of the final step toward decision and purchase.
To keep your prospective customer flowing through each stage of the journey, you’ll need to understand how and when to use each type of conversion and make sure your conversion strategy is aligned with your overall ad campaign. And finally, you’ll want to make sure that you are optimizing your landing pages to achieve maximum conversion.
Need help getting started?
We can help you start optimizing your ad campaigns and landing page conversions. At Postclick, we offer a complimentary consultation and analysis to better understand your post-click health and to take you on the path of improvement. Schedule your complimentary analysis here.