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Keyword Conversion Tracking – Analytics

Keyword Conversion Tracking – What is it?

The most important stat for a website is conversion. A conversion might be a purchase for an online store, a filled enquiry form for a services company, a whitepaper download, etc etc. Keyword Conversion tracking helps you understand the most important thing that contributed to that conversion. The keyword that the visitor put into the Search Engine, landed on your website or microsite and triggered a conversion event. These are the visitors that are doing conversion on your website. Lets look at how you can track this.

Keyword Conversion Funnel – Customer Conversion LifeCycle

Lets have a look at a customer conversion lifecycle. 

What you have at the Traffic stage where most of the data gets analyzed is a lot of noise. At this stage, you have visitors coming from multiple sources, referrals using multiple keywords. When Visitors land on your page, some bounce back. Some move into research stage where they are consuming the information.

Once satisfied, some visitors will move into a consideration stage, and with the right information in front of them eventually move into a conversion stage. This is where you want to track what your users searched for to eventuate the conversion.

Keyword conversion tracking

Using Keyword Conversion Tracking with Web Analytics

You need a fairly robust analytics solution to track Keyword Conversion. You need at least Google Analytics or Piwik Web Analytics at the free end. At the paid end, you get more robustness, flexibility, analysis and offline data analysis through platforms such as Adobe SiteCatalyst powered by Omniture, CoreMetrics or WebTrends.  Please view our post on the list of Web Analytics Platforms for more information on these providers.

Google Analytics Keyword Conversion Tracking

  • Set up Goals in Google Analytics (against your conversions)
  • Click on Traffic Sources > Keywords
  • Click on the Goal Tab that refers to your conversion
  • View the report (Note: click on the heading of your conversion name to sort it)

Piwik Web Analytics Keyword Conversion Tracking

  • Set up Goals in Piwik Web Analytics
  • Click on the Goals Tab and pick your specific Goal
  • Select  a suitable date range
  • Click on keywords > Conversion Rate to see the most popular converting Keywords

Keyword Conversion Tracking Outcomes

So now you have the data! But what do you do with the data?

  • Focus on converting Keywords
  • Focus on optmising our landing pages to those Keywords
  • Review Visitor Traffic Path
  • Optmise Visitor Traffic Path.

Source Conversion Tracking & Referral Conversion Tracking

Similarly, you need to start tracking your source and your Referrals for best way for conversion.

DzineClub Web Analytics Services

DzineClub Web Analytics Implementation and Consulting services can help you gain these insights from your otherwise flat ordinary reporting and help you really evaluate your business. Using these information you will know where to invest in moving forward. 

For more information please email us at info@dzineclub.com

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