A Simple Tip To Track Conversion as a Public Adjuster
Marketing as a public adjuster has one goal: conversion.
There are two types of conversion as a public adjuster.
- The initial lead conversion: someone calling, requesting a free inspection, etc.
- The final payment conversion: you fulfill the work and get paid.
With marketing, you’re only in control of the first time of conversion… Converting a stranger into a lead.
In this guide, we share a simple “hack” you can use to have better insights and analytics into conversions. Scroll down to learn more.
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There Are MANY Types of Conversions
There are MANY types of initial conversions. Some public adjusters have 10+ initial lead conversions:
- A lead sending you an email
- A lead calling you
- A lead responding to your LinkedIn message
- A lead requesting a free inspection
- A lead reaching out to you on the “contact us” form on your website
- A lead texting you
Tracking all of this data can feel like this 👇
It’s confusing. It’s overwhelming. It’s hard to keep track of.
You’ve got an excel spreadsheet for your phone leads. Another spreadsheet for website information… or wait? Is that data automatically tracked in Google Analytics?
The point? Simplifying conversion data is your friend. And it’ll give you better insights into which marketing activities are working better than others.
The Strategy to Simplify Conversion Data
This strategy is not a cure-all. It’s specifically designed to help you track digital conversions on your website.
Not EVERY conversion activity.
But rather, this strategy tracks any action that a user can take on your website that you consider to be a “conversion activity.”
Here’s generally how it works.
Let’s look at the top two activities…
- Submitting a “contact us” form on your site
- Submits a free inspection form
- This strategy works for ANY online form
When a user fills out the form and hits submit, here’s what you do:
You redirect them to a ‘Thank You’ page on your site. Something like ‘.com/thank-you’.
Users can ONLY get to this page on your website if they’ve filled out a form and hit “submit.”
And voila… you can now easily track the # of users that ended up on that page. And you can easily discover how many people have “converted” on your website! Easy!
The second conversion-tracking activity involves people calling you from your website.
How does this work?
Well, most websites out there have “clickable” phone numbers. Basically, when you click on the phone number, your phone will automatically start to dial them.
You don’t have to copy & paste the phone number. You simply have to click.
And what’s cool is that Google Analytics (a free tool by Google) allows you to track “engagement activities” on your site.
- If someone clicks on a button, you can track it.
- If someone scrolls more than 50% on a specific page, you can track it.
- If someone spends more than 3 minutes on your site, you can tag that activity and track it.
This functionality in Google Analytics has INCREDIBLE capabilities, as you can see from the few examples above.
For the sake of this article, Google Analytics can support with knowing how many users click on the phone number on your website.
How Do You Actually Do This Stuff Within Google Analytics?
It’s not as hard as you think. We’ll walk you through it.
- Step 1: Login to your Google Analytics account. You’ll see this.
- Step 2: Scroll down on the toolbar on the left hand side until you see “Admin.” Click on it.
- Step 3: Then, on the right side you’ll see “Goals.” Click on it.
- Step 4: Click on “new goal.”
- Step 5: Start from a template – do NOT do “custom.”
- Step 6: Then, name your goal, such as “free inspection.” Then click Destination (if you’re doing an online form) or “Event” if someone clicks on your phone number link.
- Step 7: AFTER users click “submit” on a free audit form, where are they redirected to? Oftentimes it’s a Thank You Page. Add the link to that Thank You page where people go ONLY AFTER they request a free inspection.
If you have a value per lead, you can add that value as well. For example, if each new “Contact Us” form lead is valued at $10, you can add $10.
- Step 8: You’re done! Now, you can very clearly track every conversion event on your website.