The aforementioned campaign by fashion brand Hale Bob is a case in point. Fans casually scrolling through their Instagram feed after seeing a collaboration with Jenna Boron are unlikely to buy on the spot; but when looking for the perfect summer jumpsuit, they might look to Hale Bob e-commerce site. In that case, Jenna's content still inspires them to buy. Tracking conversions starts with understanding your customer's journey from inspiration to purchase. A customer who learns about a new product from an influencer might browse the brand’s e-commerce site, bookmark the product page, and then end up buying from a retail store on a whim. Finding ways to track that journey is part of tracking conversions accurately.
Thankfully, we now have better insights and metrics than we did a few years ago to determine the role of influencers in converting followers to customers. Use the right metrics When you look at the entire customer journey, the following influencer metrics and data points can help you measure conversion rates: Coupon code . Although coupon codes can only help track conversions for online purchases, they are very helpful for tracking customer behavior. Coupon codes can even help you determine the natural length of time between collaborations and deals by incentivizing shoppers to connect their purchases with influencers. You can make coupon codes more effective by associating them with affiliate marketing campaigns. For example, Shopping Links integrates with over 15 different affiliate networks, so influencers of your choice can easily generate affiliate links directly from their accounts.
Instagram Stories swipe . Instagram Stories traffic is another effective way to measure conversions, which is why we encourage brands to use this platform as part of their collaboration profiles. got engaged. Engagement is also a key metric to track, but it’s important to differentiate between types of engagement. Followers often double-click images without making a purchase, which increases the value of “likes,” but more active engagement, such as comments, shares, and interactions with Instagram Stories, can be an important indicator of future conversions.. action . The final way to track conversions is to follow specific actions that indicate possible future purchases. These actions may include signing up for your newsletter, joining your loyalty program, or following your brand's social accounts.