Conversions mean a lot of different things to different people. The one point of agreement with everyone is that they all want conversions. So, what are you doing to make sure people are converting?

WebProNews recently spoke with Vic Drabicky of Range Online Media about this very matter. As he points out, it is important to, first of all, understand that a conversion is more than a sale. There are multiple other factors involved in the process aside from the actual conversion.

One of those factors is marketing. If the conversion rate is low, it could have something to do with the marketing of it. Drabicky says one of the reasons for bad marketing could be misinterpreting how the marketing budget fits into the marketplace. To avoid this problem, he suggests finding the market demand before determining the budget.

Another factor involved with conversions is past impressions. Drabicky advises users to look outside the conversion and consider elements such as attribution modeling to find out what really is happening.

Lastly, Drabicky emphasizes the importance of good data across all channels. Data can provide helpful insights into areas that need more investment and areas that do not need continued investment.

According to Drabicky, if all the above factors are evaluated, many times conversion rate isn’t the problem at all. More often than not, the real problem is the marketing.