Conversions
Online marketing speak for:
“Goal completion or value add for the site owner.”
Typically marketers use the concept of conversions to track effectiveness in value creation. Because each business has it’s own specific goals, the term “conversion” can be defined in many ways.
The Panels Story Builder allows you to define conversions based on the actions your users take in specific marketing funnels. In this way, you can define what is valuable for your business.
On this page
Conversion Basics
The core idea is that a conversion creates value for the site owner. The value created can vary widely based on the kind of business you are in or the marketing funnel the conversion relates to.
The one thing that all conversions have in common is that a specific defined goal has been achieved in your marketing funnel.
Conversion Examples
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Sales Leads - Let’s suppose that you want to gather new sales leads for your business. You might define a conversion as “new lead created” or “new contact created”. In this scenario, you would be interested in tracking the number of times your marketing funnel captures a new lead.
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Appointments - In this example, imagine that you want to generate bookings or appointments with existing or new clients. In this scenario you want to track the number of new appointments your marketing funnels create for you.
How Do We Track Conversions?
Panels allows you to add conversion tracking to your marketing funnels in the Story Builder tool. First decide at what point in the funnel the conversion should take place. Typically conversions are tracked after a contact form is submitted, an appointment is scheduled, a product is purchased or an action is taken by the user.
In Story Builder, simply drag and drop the conversion tracker into your flow and connect it right after the action you want to track. Adding the conversion tracker node to your story after the action you want to track will ensure that the user has successfully accomplished your goal.
Reporting
Now that you have set up conversion tacking on your story, it’s time to test it out. To do this you will need to send yourself an email or SMS. For more information on sending message please see the sections on Email and SMS.
After you receive your test message, open the story link and navigate through the pages past the conversion tracker step you previously set up. In the example above, the conversion tracker is set to fire after user completes the contact form.
By default Panels will send an email to the email address associated with your account (or specific address if defined on the panel) after conversions happen. So once you have passed the conversion step in your Story go check your inbox to make sure it was received. Once you have confirmed that the conversion email was received, proceed to the next step.
Now navigate to the “View Reports” page in your Panels admin dashboard. Use the pick lists to select the Story and Campaign associated with the
After selecting the Story and Campaign, click the “Get Started” button.
The page will now show you all of the actions views and conversions for the Story and Campaign you have selected.
