Story Based Question
Let’s say you’ve just launched a fitness coaching business with an online presence. You’ve created a website, set up social media accounts, and started promoting your services. However, you’re not sure which actions on your site you should track as conversions. You wonder: “What exactly counts as a conversion for my website, and how can I measure them effectively?”
Exact Answer
Common types of conversions include purchases, sign-ups, downloads, form submissions, and clicks on key elements (like phone numbers or emails).
Explanation
Conversions are any action that you want your visitors to take on your website. The definition of a “conversion” can vary depending on your business goals. Here are some of the most common types:
- Purchases
For an e-commerce website, a purchase is the ultimate conversion. When a visitor buys a product, it’s the most straightforward conversion. This is the key metric for online stores, like your fitness business selling coaching sessions, apparel, or equipment. - Sign-ups
A sign-up conversion happens when a visitor registers for something—like an email newsletter or a membership account. If you offer exclusive content, early access to products, or special discounts in exchange for sign-ups, this is a valuable conversion. - Downloads
For websites offering digital products or content, a download is a conversion. If you provide free resources like ebooks, guides, or templates, each download represents a conversion because it shows visitors are engaging with your content. - Form Submissions
This conversion happens when a visitor fills out a contact form, quote request, or survey. For businesses offering services like yours, a form submission is often an early step in the customer journey, showing interest in your offerings. - Key Clicks
Clicking on a key element—such as a phone number or a contact link—also counts as a conversion. For example, if a potential client clicks your phone number to call you directly, it indicates that they’re taking action toward becoming a customer. - Social Shares
If visitors share your content on social media, it shows that they value your website enough to promote it to others. These social interactions can also be considered conversions, especially if you’re running a content marketing strategy. - Event Registrations
If you host webinars, workshops, or events, having people register is an important conversion. For your fitness business, a webinar on health tips or a workout challenge would be a conversion every time someone signs up.
Example
Let’s say you’re running a fitness coaching business. Your goal is to convert website visitors into paying clients, but you also recognize that there are several other valuable actions that show interest in your services. Here’s how conversions might look on your site:
- Purchases: You offer a 12-week online coaching program. When someone buys the program, that’s the primary conversion you’re tracking.
- Sign-ups: You also have a newsletter offering fitness tips and discounts. When someone subscribes, it’s a secondary conversion, showing that they’re interested in staying connected.
- Downloads: You’ve created a free meal prep guide. Each time someone downloads it, that’s a conversion, showing that visitors are interested in your expertise and content.
- Form submissions: Potential clients might submit a form to book a free consultation with you. Each form submission is a conversion, leading them closer to becoming a paying client.
- Key clicks: If someone clicks on your phone number to schedule a call, that’s another conversion because it shows a high level of intent.
In this case, purchases are the ultimate goal, but sign-ups, downloads, and form submissions are also important conversions that help you build your business and engage with potential customers.
Common types of conversions include purchases, sign-ups, downloads, form submissions, and clicks on key elements. Understanding what counts as a conversion for your business helps you track success and improve your website’s performance.