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:

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

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:

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:

Recommendations for improving online store conversion:

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