What is a website conversion

Website conversion is an indicator of the efficiency and profitability of your resource.

КIn Internet marketing, conversion means the ratio of the number of visitors to a web resource who have performed any planned actions on it (for example, purchase, subscription to email newsletter, call, following link, like/repost), to the total number of resource visitors. The indicator is measured as a percentage (%).

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How to measure website conversion

In Internet marketing, a simple formula is used to calculate the conversion rate.

For example, you have an online store that sells goods. 500 unique users visited the website in one day. During this day, they made 10 different purchases. In this case, the conversion rate of visitors and buyers is equal to: (10 purchases ÷ 500 website visitors) × 100% = 2%.

The indicator can be interpreted differently. For example, it is important for the seller how many products the consumer bought, who was interested in the product on the advertising banner and clicked on it. For a web resource, a successful conversion means, for example, a subscription to an email newsletter, a callback, and so on.

For Internet websites which aim to encourage real offline action (for example, visiting the shop), calculating the metric can be difficult. After all, offline store visits are not tracked through the web resource. In this case, it is recommended to:

use call tracking;
provide a survey of store visitors about how they learned about the brand;
рplace promo codes related to the visitor's actions on the website and monitor the situation.

What does website conversion depend on

The main factors that influence conversion rates can be divided into two groups.

The first should include the visual component, the resource's usability, and its technical characteristics:

website design;

quality of goods' images;

availability of video content;

text content;

convenience of resource navigation;

speed and time web resource downloading, etc.

The second group is more about the work of managers and loyalty of the resource and the company to the buyer, namely:

how quickly the manager answers calls;

how fast orders are processed;

what is the general readiness to communicate with the client;

whether there are real reviews about the products on the website;

the cost of delivery is included in the cost of goods or paid separately;

how fast the goods are delivered;

courier's communication skills;

number of payment methods, etc.

According to the research, men are more likely to «leave the baskets»; users aged 25-44 are more likely to refuse to buy; almost a half of potential buyers lack information about the product; about 16% of buyers view the goods simply without intending to buy them, and about 10% of visitors leave the product due to very long ordering procedure.

How to improve website conversion

Conversion Rate Optimization (CRO) is a set of actions that increase the number of customers, optimize, and increase website conversion.

To optimize your website, you should constantly analyze the pages’ performance of promoted resources.

To improve your CRO, you need to go through three steps:

Provide an audit: research the data and create a list of website problems, develop improvement hypotheses and step-by-step plan to implement conversion improvements.

Implementation (testing) of hypotheses.

Control analysis of work results.

The general audit takes from 2 to 6 weeks, depending on the complexity and objectives of the project. Further implementation of improvements is iterative. Each iteration takes from 1 to 2 months.

Website optimization means improving the efficiency and impact of promoted web resources. For example, if you have only 2 sales per 1,000 visitors, this is a very low indicator and something should be changed. About 2-3% (20-30 sales per 1,000 people) is considered normal.

Conversion Rate Optimization work is about studying your target audience (TA) and its needs. Sales depend on how well you know your potential customers and what you can offer them. You can take the following steps:

strengthen important aspects of the product that interest the target audience;

use appropriate arguments;

adapt the website to the computer skills of the TA, etc.

There are the following methods to increase website conversion:

improving user's interest from the first lines, by informing about the unique offer (using headings, text, pictures);

promoted web resource must be suitable for conversion purposes (call, purchase, subscription, etc.);

placement of quality content (good texts and photos, 3D models of goods, video content about unpacking goods, etc.);

usability improvement (making the site user-friendly);

professional website design development (if the percentage of return on the resource is less than 10%, then the design needs refinement);

formation of reliability image, friendliness and competence on the resource, by posting reviews, certificates, photos of how the product is made, how the work of the company is organized, etc.;

improving navigation on the resource.

Recommendations for improving online store conversion:

make buttons «Buy», «Continue», «Next» of different colors and sizes;

make sure that visitors are not distracted from the shopping process — simplify website design as much as possible;

optimize the order form, leaving 2-3 relevant fields;

simplify the registration process by up to 5 steps;

launch a «step indicator» so that the customer can find out at what stage of the purchase he is;

add a «Back» button so that the buyer can return and make changes to his order;

place a simple and clear call to action on each page of the web resource (in the form of a button or image, online consultation);

offer the user registration, it will further reflect the relevant offers for him;

during registration, leave the user a right to refuse from newsletter;

check the keywords for which customers who have not made a purchase came to your website — the keywords may have been selected incorrectly.

analyze the pages from which visitors leave the website — they may not like them, or they contain too little information; maybe it is better to remove contextual advertising;

set up geotargeting and link the promoted resource to a specific region.

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