What are assisted conversions and why are they so important?
In the practice of electronic commerce and online lead generation, it is crucial to have specific indicators monitored because, otherwise, it is unfeasible to introduce elements of improvement in the business approach. Measuring key metrics behaves as a starting point to be able to redesign strategies and implement new ways of approaching the user before the failure of an online sales project becomes an irreversible reality. Assisted conversions must be taken into account to get our investments right.
When discussing the conversion rate of any marketing campaign, three essential indicators can be cited in the analysis of this business model:
• The traffic or measure of the volume of users that visit the website.
• The conversion rate or percentage of these visits, translated into a sale or lead for the business.
• The average lead value or the average amount of each purchase.
Conversions on a website can be derived from a select number of sources (mainly SEO, SEM, email marketing or social media). Online marketing offers excellent tools that allow you to measure with high precision the weight of each of them so that an online marketing manager can give the full balance of each unit invested.
Assisted conversions are the sources through which a sale receives help from another source to complete the transaction. For example, deal is sometimes not only made through Google AdWords; although it may appear to us as such. It may have first come through a social media campaign, through a search engine or direct traffic. This was the starting point along the customers conversion path.
Following the first interaction say through social media, they may visit your website but not decide to purchase at this moment in time. They may then come back days or even weeks later and find you again this time say through a Google AdWords ad. If they go on to make a purchase here, the conversion would be accredited to Google AdWords, however, we also need to consider what other channels may have played a part in leading to this conversion. This is the data we get from assisted conversions.
Google Analytics is the tool that offers the possibility of measuring objectives on a website by assigning, by default, each conversion to the last channel detected among the various visits that the customer came to make before buying/converting. In the latest versions of Google Analytics there is an option where we can see the assisted conversions, a fact that will help us a lot to know where we can continue to invest our money.
Social networks are fully involved in e-commerce and, within them, are interested in controlling the origins of visitors to the online store, differentiating channels and determining how common conversions are obtained. Google Social Analytics is the mechanism that identifies direct and assisted conversions, those in which a user visits a website following a link on a social network, but without buying, and returns, on a later occasion, to the site to make that purchase. Tools such as Facebook pixel can also help out with this.
As you can see, the evolution of online marketing provides fantastic tools to go beyond the measurement of direct conversions and crumble the user's behaviour in their purchasing decision, within the multi-channel funnels.