Conversions 'go beyond sign-ups and sales'

Conversions are more than just "macro events" such as service sign-ups or product sales, a sector commentator has asserted.

Writing on online resource Search Engine Watch, Tim Ash states that the majority of conversion actions are incremental "micro events" which allow a site visitor to continue moving towards the brand marketer's desired outcome.

He notes that such an event may not occur during their initial visit to an online resource and could take months or years for it to occur.

"When you're looking to measure success on your site, remember that conversion actions are any events that move a visitor toward the mission critical activities that you've identified," Mr Ash continues.

He concludes that is these smaller events are measured, brand marketers will know "much more" about visitor activity than if the focus remains entirely on the end results.

In related news, Satya Nadella, senior vice-president of Microsoft's search, portal and advertising platform group, recently spoke at the Search Engine Strategies conference in California, stating that the firm is considering a more in-depth tailored search strategy which aims to investigate what search engine users want.