What is a conversion? It is an action that you want someone on your website to take, whether that be a purchase, a subscription, or an appointment booking. For this example, I am going to be using Simply Skin by Tori’s blog on her website and her social media accounts. Once a new blog post is published, it is important to give it the traction that it deserves. The next step is calling out the post on social media. Below is the post on Tori’s account.
This was also the same image that was posted with the blog post. Since the blog post is linked in the Instagram caption, I was able to use her website’s analytics package to see how many people clicked on that link. A couple weeks later, this post had 17 views, 10 of which came from Instagram or Facebook. From there, I was able to see the actions that were taken after landing on the blog post. Some clicks went to the other blog posts and other clicks went to either the home page or the services page. Although the “goal” conversion we wanted was for a website visitor to book an appointment with her, we still got conversions of visitors browsing other pages before exiting the website. I still consider this successful because every click counts. Those visitors may not have booked an appointment, but now that they have been on the website before, the chances of them returning are very high.