#1 - Referrals
This one is kinda obvious as first option to track, when focused on Referrals. Visitors reaching your WordPress by clicking YOUR LINK on an external domain, another website, forum, blog, directory, social media platform, or any online source are referrals. Search engines are not part of this category, even if it seems perfectly logical.
Why track Referrals? Because monitoring referral traffic, you’ll understand how well your marketing, partnerships, backlinks, and overall online presence perform. You also notice when things turn to cold or your business is directly replaced. The sooner you realize this new reality the better.
How to improve tracking Referrals? Use unique tracking links, or better: you own (branded) short URL generator - for each piece of content or referral campaign to measure their performance accurately. Review your referral data weekly or at least monthly, to identify trends, understand what’s working, and adjust or adapt your strategy for upcoming holiday and events related to your targeted audience. This is a must.
#2 - Form responses
For referrals nothing is more important than engagement and conversion. You should have an idea what "leads" are provided from each source and plan accordingly. This is not a case for one page fits all. Plan, refine, adapt each landing page for each referring source, personalize and customize as much as possible. You'll notice double digit increases when you do these changes.
Why track Form responses? Because you should meet and greet those who show up to your door. Then, this is the perfect place to get to know your visitors. Get the minimal you can work with: name, email, domain, phone, social profile - whatever is mandatory for you. At this step is socially accepted and legally imposed to get consent for these private data crumbs.
How to improve Form responses? Make it stupid simple and more readable. Provide in your content attention-grabbing CTA(s) to improve engagement. Consider incentivizing your refereed visitors. Bribing with a freebie also works.
#3 - Conversion rates
For referrals nothing is more important than engagement and conversion. You should have an idea what "converts" from each referral source. This is not a case for one page fits all. Plan, refine, adapt each landing page for each referring source, personalize and customize as much as possible. You'll notice double digit increases when you do these changes.
Why track Conversion rates? Because this determines the number of HUMANS reacting positively to your efforts. Conversion rates monitoring reveals how many referrals are "transformed" to paying customers. Track separately each referral source for the number of people who land on your WordPress and how many take the EXPECTED TRANSFORMATION action (like sign-up, registering, sales, orders, subscribers, etc).
How to improve Conversion rates? Segment each referral source for audience data based on demographics, interests, and journey stages. Monitor conversion rates for each segment to understand which content resonates with each and refine your targeting for better results. Constant and more importantly SUBTLE A/B testing really helps here.
