Two useful resources
Differences Between AdWords Conversion Tags & Google Analytics Goals Import
Above article is a definite read to understand differences between using the AdWords conversion tags & importing Google Analytics goals into Adwords.
However, after reading above Lunametrics article you must read this detailed Google resource at
Does the new Global Site Tag (gtag.js) change anything mentioned in the above articles? (as in October 2017)
In my opinion, the new gtag.js does not change any of the details mentioned in the articles. It is just a new tracking code but GA and Adwords continue to handle data in the way explained in both above articles.
What do I prefer?
I prefer using both GA and Adwords tags together.
I set up interaction related goals (which are not real business goals but still important like “Viewed more than two pages”) using Google Analytics. I import these goals into Adwords and treat them as “soft-conversions”. These type of soft-conversions can be helpful in various cases, for example in analyzing the value of display clicks and other such cases. Mostly, I do not include these soft conversions in the conversions counted by Adwords, so these would show in “All conversions” column in Adwords but not in the “Conversions” column.
However in most Adwords accounts, I prefer the Adwords tag for counting hard conversions like form fills because if a paid click plays any role in a hard-conversion like generating a lead (form-fill), then I prefer attributing it to Adwords, rather than Organic search or anything else. (I understand that many people may not agree with this approach and neither am I advocating it as a definite best practice.)
I could still set up the hard conversions (like form fills) in Google Analytics too but I wont import them into Adwords. This would allow me to see the same data in a different perspective without messing up data.
As with most things concerning data analysis, there is no definite best method for all accounts, so it is good to understand differences between AdWords conversion tags & importing Google Analytics goals and using them appropriately.
10 CRO Truth Bombs That Will Change the Way You Think About CRO
Stuck in a CRO rut? These brilliantly straightforward tips will fundamentally change your conversion rate optimization strategy.
(Also read the comments exchanged between Larry Kim and Sam Crocker.)
Source: 10 CRO Truth Bombs That Will Change the Way You Think
5 Psychological Principles You Should Be Using In Your Marketing
I really liked this article by Kate Wilcox . If you have time, then the full article is well worth a read.
If you just want some quick action points (not as elegant or well explained as the original article), then the following summary (in my own words) might help :
1. Make the conversion process simpler.
Review this from time to time -How can you simplify your conversion further? If you have some dominant keywords bringing in traffic, can you simplify the conversion for each set of traffic understanding their intent?
2. Give something to get the conversion.
Make the user feel rewarded and willing to reciprocate.
3. People hate loosing. Use this concept in your copy.
Example “Offer closing soon”, “Book now before all spots sell out”.
4. A confident voice can influence the majority.
If you have some good (converted believer type) testimonials then present them prominently in your copy.
5. Social influence helps
We have a tendency to believe that if so many others found this useful, if so many others say this is good, then this must be good. Show reviews and ratings prominently (injected in copy or CTA if possible).
Converting visitors into customers is the key to successful PPC management for business growth.
The article Trustworthiness in Web Design: 4 Credibility Factors which reconfirms what the “web usability guru” Jakob Nielsen wrote back in 1999, is very relevant to the topic of website conversions.
The above article by Aurora Bedford is well worth reading. If you don’t have time to read the full article, the summary of the article (with my own notes) is as follows :
Visitors to your website will do business with you only if they trust you.
4 key methods to communicate trustworthiness, as detailed by above article are as follows :
- Site Design Quality – (Visual appearance of site)
Appropriate design, colors to be able to connect with the target audience; to appear legitimate and professional, as required.
- Site organization should be as per the needs of the target audience. If you do not understand your audience, then start somewhere and study user behavior, using tools like HotJar and other such tools.
- Visual design as per target audience
- As the above article mentions – “Typos, broken links, and other mistakes quickly degrade credibility.” Its easy to avoid them with just a little attention to detail.
- Upfront disclosure (Be transparent about information)
- Make it easy for visitors to find information about your business, your policies and the product offering. The product/ service information shared online could vary from industry to industry but in general I feel there is a strong move towards transparency, to build trust.
- Comprehensive, Correct, and Current
- Present comprehensive and relevant information for each service or product your business offers.
- Photos and videos build trust. Share photos of the team, work-in-process and any other photo as relevant.
- Connected to the Rest of the Web – Create, monitor and respond on your social profiles.
- Online reviews of your business and/or positive presence on other third party sites is an important factor in the conversion process.
If you have time, the original article Trustworthiness in Web Design: 4 Credibility Factors is well worth a read.