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tracking conversions – Do I need a form on every page?
We are a service business so a conversion is actually a client being onboarded. The only way really to track that is to do an offline dump back into google of data from users that actually signed up. Aside from that, what I would call a “soft conversion” is someone filling out a form. Even then, a decent % are not really a conversion since they may not be able to afford our services.
Currently I am just using CPC with a TON of negative keywords. It works fairly well but in March I have noticed bots like crazy. I run probably around 30 campaigns across canada and all are localized. Suddenly I’ll have the same search ALL across all the different provinces with an absurd click through rate. So I need to find a better solution. It gets frustrating because often the search phrase is pretty accurate to what a client would search, so making a negative has to be done, but is not ideal.
What I am getting at is, We don’t necessarily have a unique landing page for all search terms. Some go to our main page and some go to each of our local pages. None of these pages have a contact us form on them. We just have lots of links to the contact us page on all these pages. Should I be adding a contact us form to the bottom of each page so that we can 100% track that soft conversion and then I can switch away from CPC? Or is there something else I am missing.
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1 Reply
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My preference is to have a contact form on each page. I’m working on the assumption that it’s never a bad thing if it’s easy for potential clients to contact you.
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>”soft conversion” is someone filling out a form
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That is not a “soft conversion”. That’s a straight-up SQL [Sales Qualified Lead].
“soft conversion” would be someone reaching your contact page but not doing anything.
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>Suddenly I’ll have the same search ALL across all the different provinces with an absurd click through rate.
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You will have to check your settings there or any recent changes [auto recommendations]
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>We don’t necessarily have a unique landing page for all search terms
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You really don’t need to
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> Should I be adding a contact us form to the bottom of each page
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For local pages, yes
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>Or is there something else I am missing.
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If you have enough conversions you could switch to tCPA or maximize conversions.
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Hope it helps
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How you trigger the conversion and where is your choice, so a form completion, a page load, a click, or whatever logic you come up with. Ad click to your site, they roam around 10 pages, then fill out the form it’s going to trigger a conversion if that’s where your conversion code is.
You don’t need to have a contact form on every page but if your paying for ads and users go roaming around, IMO your reducing chances of a conversion if you don’t have a highly qualified landing page and keep them focused on submitting a form. The campaign bid strategy choice is irrelevant.
I’d also exclude audience traffic for conversions.
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