If you want to make money on your website, you need to take measures such as web advertising and SEO measures to get conversions (contracts).
For that reason, it is important to know in detail how visitors flowed into the website and converted.
You can check the inflow route of visitors with access analysis tools such as “Google Analytics”, but it is not always the direct visit to the website that leads to conversion.
Visits to websites that support conversions, not just direct conversions, are called “assisted conversions”.
This time, I will introduce what Assisted Conversion is and how to check it.
What is Assisted Conversion?
Assisted conversions are visits that did not convert, but contributed to a later conversion .
In the first place, conversion in web marketing refers to the state in which a visitor takes an action that is targeted on a site. For example, if your site’s goal is to sell beauty products, a conversion is a visitor purchasing a product through your site.
If we only look at conversions, the last visit that resulted in a sale is important, but what if the visitor visited multiple times before converting?
Many Internet users visit multiple sites to compare products before purchasing one. Therefore, the number of times a visitor visits the same website before actually making a purchase is not necessarily just one.
Especially in the case of high-priced items that cost tens of thousands of yen or more, it is unlikely that you will immediately make a purchase decision on a single visit.
For example, people who are considering purchasing beauty cosmetics often make purchases after multiple accesses, as shown in the flow below.
- I found a beauty product that looked good on an SNS advertisement, so I accessed the website via SNS.
- I wanted to compare it with other companies’ products, so I visited another site once.
- As a result of comparison, I thought that the first beauty product I found was good, so I accessed the website I first saw through the search for the second time, but felt that the price was high and left the site again.
- At a later date, I was interested in beauty cosmetics again, so I accessed the third time via search and purchased it.
In the example above, only the third visit was the direct conversion. However, the first and second visits are not completely unrelated to conversion, and can be considered as assisting until the final conversion.
In other words, assist conversion is exactly what the word says, it is an element that helps you know the product name, attracts interest, and assists in conversion. Understanding assisted conversions is important to improve the accuracy of converting more effectively.
In the example above, the actual conversion was through search, but it was the social media ad that first made the visitor aware of the existence of the beauty product.
If you only look at conversions, it’s easy to miss the importance of social media ads, but you can avoid that by broadening your horizons to include assisted conversions.
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Specific examples of assisted conversions
Major assisted conversions include:
- Search (website)
- Listing advertisement
- SNS (Twitter, Instagram, etc.)
- e-mail magazine
- SNS advertisement
- Links from other sites
- video ads
Currently, there are many cases where advertisements are posted on multiple media, such as website + SNS operation, so there are various sources of inflow of visitors that lead to conversion.
For example, let’s say that a person who is considering purchasing a personal computer does so through the following process.
- Visited the website for the first time with a search keyword such as “computer + recommended”
- I liked the computer that was introduced, but I wanted to check other computers, so I visited another site.
- After checking other sites, I wanted to purchase the PC from the first site I saw, but since it was an expensive purchase, I didn’t make an immediate decision at that point, so I visited the site a second time and bookmarked the site.
- A month later, I saw the listing advertisement on my computer and was motivated to buy again.
- Furthermore, one month later, I saw a computer that I had previously checked on an SNS advertisement, and I was motivated to purchase again.
In the example above, the conversion is a direct visit to your bookmarked website.
However, before they actually convert, they first find out about the existence of recommended PCs by searching, and have the purchase intention by looking at listing advertisements and SNS advertisements. Also, in the case of a direct visit from a bookmark or URL input, it would be difficult to know which medium the conversion was through.
Therefore, it is important to investigate assisted conversions and know the actual process leading up to the conversion based on the access status.
By the way, there are characteristics of channels that are likely to lead to actual conversions and channels that are likely to lead to assisted conversions.
For example, in the case of search or listing ads, there are many people who are already interested in the product or service and have a high willingness to purchase, so it is easy to lead to direct conversion, but on the other hand, assist conversion is unlikely.
On the other hand, SNS advertisements and video advertisements are distributed to an unspecified number of people so that they reach a wide range of people, so they are not necessarily all people with high purchasing intentions, and they tend to be less likely to lead to direct conversions and more likely to lead to assisted conversions.
How to check assisted conversions
Open Google Analytics and go to Conversions > Multichannel > Assisted Conversions from the left menu.
First, I will explain the meaning of each of the indicators in the overall report.
Conversions A metric showing assisted conversions. Count when conversion is effective.
- Assisted Conversion Value
A metric that shows the monetary value of assisted conversions (target value must be set in advance).
- Last Click or Direct ConversionsLast
clicks are visits that lead to conversions. Direct communication indicates that the first visit led to communication.
- Last Click or Direct Conversion
Value Indicates the value of conversions made through this channel.
- Assisted Conversions/Last Click or Direct Conversions
“Assisted Conversions” / “Last Click or Direct Conversions” number. The closer the result is to 0, the higher the contribution to the end point (direct conversion), and the closer to 1, the higher the contribution as an assist.
By looking at these data, it is possible to determine which channel has the highest assist effect among the assist conversions.
Also, if you select “Origin analysis” in the report, you can check the numerical value that shows the channel that has the first point of contact leading to conversion among assisted conversions.
For example, if the rate of starting from listing ads is high and the rate of starting from email magazines is low, by increasing the rate of listing ads and decreasing the rate of email magazines, it is possible to set up measures to convert more efficiently. Is possible.
This time, we introduced “assisted conversion” as an important element of web marketing.
Currently, it is possible to aim for conversions of products and services from multiple channels such as search, SNS, and listing advertisements, but the direct conversion channel is not the only effective marketing. For example, it is common for the same person to visit the same website multiple times, for example, they actually converted via search but learned about the existence of the product via SNS.
That’s why it’s important to look into assisted conversions to determine which marketing tactics are really effective . You can easily check assisted conversions with Google Analytics, so please use it for web marketing.