Are You Counting All Your Conversions? How About Email Enquiries?

by on November 27, 2010

We’ve taken on a new client who asked us to take a look at why they were getting so few conversions on their new site. Conversions were being counted as the number of people who completed a quote form and while we expected a drop off on the number of people who start, but never finish the form, we didn’t expect it to be as high as 95%

The client mentioned that they seemed to be getting a good level of email enquiries, but up to this point, they didn’t know whether they came from the web site or any other web site where there generic info@ email was listed.

Google Analytics has a function called trackPageview that allows you to track items such as

  • Downloaded files such as PDF’s
  • Links to external web sites
  • Clicks on email links

By wrapping your standard hyperlinks with the trackPageview javascript, you can track them

In this case we have inserted the line

onClick="javascript: pageTracker._trackPageview('/email/info@newclient.co.uk');"

into a standard mail hyperlink to produce the following

<a href="mailto:info@newclient.co.uk"  onClick="javascript: pageTracker._trackPageview('/email/info@newclient.co.uk');">Click here to email us</a>

We can now track the number of people who clicked on the link and fired up their email client and while there is no guarantee that they actually sent the email, it certainly gives us a far better idea of what they are doing.

The email section allows us to distinguish the code from other pages. You can call this whatever you want as long as it not an actual page or directory on your site.

The clicks show up in Google Analytics in the Content> Top Content report

How to find top content in Google Analytics

In this case we can see that the email link has been clicked on 59 times over the last 30 days

As these appear in Google Analytics, we can now

  1. Setup a goal and a funnel to track how many people completed it
  2. Create a segment to see which marketing campaign is the most effective

The screenshot below is a Google Analytics segment to only view those visitors who clicked on the email enquiry link

Google Analytics Advanced Segments

This now allows us to see whether what looked like an underperforming PPC campaign has actually been quite effective in generating leads

If you’d like to know more about how to do this, please call us on 0207 993 5482 or contact Charles Meaden


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