Conversion Tracking

Isolate visitors who perform specific actions

What is it?

Web-Stat can track and isolate those of your visitors who reach certain designated pages on your site: the conversion pages.

A conversion page is a page on which you are trying to drive traffic: for instance a subscription confirmation page, or a sale confirmation page. The goal of your site is to take visitors in, and guide them through until they ultimately convert. A conversion is recorded when the visitor reaches the conversion page.

Once you have designated which pages are conversion pages (see below) we will keep track of all the conversions for you automatically, you will then be able to see not only which referrers bring traffic to your site, but more importantly, using the 'conversions' report, which referrers bring conversions to your site.

You can also see individual conversions in the Live Visitors report, which lists all your recent visitors in real-time. All converted visitor have their 'status' column highlighted with a color specific to the type of conversion. You can also use filters in this report to display only the visitors who converted.

Finally, you will also be able to see which entrance pages convert the most, as well as which browser, OS and screen sizes.

Installation Instructions

We present Conversions in different ways:

Conversions over time for the entire website:

example graph

Tracks the number of conversions of each type (1 through 5) over time. Conversions over time can be accessed from the main stats menu > TRAFFIC OVER TIME

Conversion rates per referrer:

example graph
example graph

This helps you figure out if some referrers are sending you bad traffic compared to others. Do you need to re-evaluate relationships with sites that are not sending you high quality traffic? Are your email, affiliate, other marketing campaigns yielding high conversion rates? This metric will help you answer these questions. Conversions per referrer can be accessed from the main stats menu > TRAFFIC ORIGIN > Referrers (click on the checkmark icon in the menu bar to display the conversions), and from the main stats menu > NAVIGATION > Conversions

Conversion rates per entrance page:

example graph

People may enter your site through a variety of pages ; the conversion rate per entrance page helps you figure out which pages are good at leading visitors to a conversion action. If a page has a low conversion rate, you need to evaluate its contents: is it optimally organized? Does it contain the right calls to action? Conversions per entrance page can be accessed from the main stats menu > NAVIGATION > Entrance Pages

Conversion rates per browser/operating system/screen size:

example graph

People access your site with a variety of equipments ; the conversion rate per equipment reports (browser/OS/screen size) allows you to spot equipments for which your site is not optimized. Do you see a low conversion rate from Opera on Mac? Then you may need to view your site under that configuration to see what might be the matter. This is especially important when looking at screen sizes. Are there a bunch of screen sizes for which conversion rates drop? If yes, simulate that screen size with your browser and see if your site is rendering properly. Chances are it is not. Conversion rates per equipment can be accessed from the main stats menu > EQUIPMENT USED

Conversions for individual users:

example graph
example graph

All converted visitor have their 'status' and 'click-path' columns highlighted with a color specific to the type of conversion. You can also use filters in this report to display only the visitors who converted. Conversions for individual visitors can be accessed from the main stats menu > DETAILS VISITORS

Installation for regular Web-Stat

Default method, using the Settings Panel

To install conversion tracking, go to the Settings Panel, click on the 'Conversions Monitoring' tab and associate a URL string to a conversion number.

For instance, if you want to create a conversion of type 1 when a user goes to page xyz.html, a conversion of type 2 if he goes to page ABC.html and a conversion of type 3 if he goes to any page with 'abcdef' in the query string, set up the conversions like this:

If you want to define a conversion for the home page, where there is no page name to match, simply enter 'home_page' as the URL string to match. When you do this, we will record a conversion when the URL seen by the visitor is identical to your URL as defined in 'ACCOUNT & STATS PREFERENCES > Web Site Monitored'

Alternate method, using the advanced version of the code.

Alternatively, if you installed the Web-Stat tracking code manually in your site, you can setup conversion tracking by customizing the tracking code installed on any page of interest (for instance a sale confirmation page). You can make any page a conversion page as follows:

Web-Stat allows you to track up to five different conversion events (for instance the creation of a free trial account would be a conversion of type 1, the confirmation of a purchase would be a conversion of type 2 and the signing up to your newsletter would be a conversion of type 3). You can define these like this:

  • On the free trial confirmation page, use wts7.conversion_number='1';

  • On the purchase confirmation page, use wts7.conversion_number='2';

  • On the newsletter confirmation page, use wts7.conversion_number='3';

Once that is done, all the different conversions will be tracked automatically.