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The Best Ways to Track Your Delayed Conversion

Margareth Julie

May 20, 2009

Internet is undoubtedly the biggest source of information, but when it comes to purchasing of products, people still prefer to visit their nearby stores. This is especially true in case of products and services that are characterized by a prolonged sales cycle and therefore get a delay in conversion. Using web analytics to measure online conversion maybe enough for some sites, but for multi channel business, tracking online conversion gives a myopic view of the situation and keeps them unaware of the actual picture.


A recent study revealed that more than 50 % online visitors convert to offline consumers. Well there are however quite a few reasons why it is happening. One of the reasons is the fact that most online businessmen are unable to justify their online marketing budget due to the absence of any tangible result. Thus, as the result of the fallout of online marketing effort, tracking offline conversion has taken the center stage.


But, it is not a reason for you to get disheartened. To get the maximum conversion from your website, you need to be more attentive and track down the causes of your delayed conversion. As an SEO, I believe that by adopting these following methods you can accurately keep track on the development of your site’s conversion.


Tracking Phone Number: set up individual phone numbers for each of the referring sources like websites, online campaigns and affiliates. This will help you to link the sale to its exact origin.
Using Reference Codes: one of the most effective ways to track the sale source is to create individual codes for each product and service in every campaign. It would further help you to assign desirable marketing budget for each of your campaigns depending on their individual performances.

Unique Price: for each of your online marketing campaign, offer unique prices. This will help you to find the source of your sale.

Offering Discount Coupons: this is perhaps the easiest and the most effective ways to attract visitors to purchase products. By offering printable discount coupons to your online visitors will successfully tie the sale to the particular campaign you target at. This will help you in figuring out the campaign which is driving most of the offline sales.

Offering Order Forms Online: give your customers the advantage of printing out the order forms from your website. This way you can again link sales to its exact source of origin.
Tagging Every Customer: the most sophisticated way to track delayed conversion is assigning a unique ID to each customer. Customer tagging will enable you to keep a record of their purchase activities.

Pay Per Call Services: together with your paid campaign, this service will surely help you to track the conversion performance of your website across the different search engines.
Adding a Call Me Back Feature: adding this feature to your website will help your customers to connect with your business directly. And the tracking codes will undoubtedly establish the elusive link more clearly.


However, you should never ignore the tracking of offline conversion as it is the evidence of your true ROI achievement that you received from your online marketing efforts.

For further queries on Seo San Francisco and Internet Marketing based in San Francisco, feel free to contact us.

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