Every owner of commercial Internet projects sooner or later inevitably encounters the concept of "conversion". We will tell you more about what it is and why every businessman should have conversion "on you".
What is conversion
Conversion, CV, conversion rate, CTR, or close rate is one of the basic concepts of Internet marketing. Simply put, conversion is the ratio of unique visitors to any resource with the active actions they take there. Such actions include completed transactions (purchase and sale), registration, feedback (internet correspondence or call), clicking on a banner, and many other actions that will benefit the customer. Conversion is measured in percentages for a certain period: week, month, season, year.
Studying this issue is very important because it is a conversion that most clearly demonstrates your successes or failures in managing your own site.
Types of conversions
There are several basic types of conversions, namely:
- Direct and associative conversions;
- Micro- and macro-conversions. Direct conversion refers to a specific active action of a user who visited the resource. The definition of a conversion is counted according to the ultimate source from which the visit was made. As practice shows, most often such a source is contextual advertising.
- The next type of conversion is associated conversions. These are visits that served as the basis for creating a hidden conversion, which, as a rule, is not displayed in Google AdWords and other specialized resources.
A macro conversion is an indicator that reflects the achievement of the main goal of any selling website. This is a completed purchase and sale transaction (purchase, payment, delivery). It is important to understand that the “Add to cart” action is not an indicator of a macro conversion.
When working with corporate resources, a macro conversion is not a standard transaction, but the acquisition of a potential client who has responded to your advertising or marketing operations (lead, lead) in one way or another. This user must leave a request on your site that contains his contact details.
A macro conversion is the most important and significant indicator for the owner of any online store. It is on this that every online marketer should work to increase this value.
Another common type of conversion is a micro conversion. A micro conversion refers to a huge number of actions that a user performs, but these actions do not bring direct profit to the owner of the resource. This includes subscribing to a mailing list of advertising materials, news, and discount coupons, viewing a page with contact information, authorization procedures on the site using profiles on social networks or direct registration on the site, and much more.
We are sure that a micro conversion is as important an element as a macro conversion. If a user has performed at least one of the above operations, then his involvement is at a very high level. If the owner of an online resource systematically tracks microconversion, he will be able to understand how to transfer a user from the category of a potential buyer to the category of an actual or permanent buyer (macroconversion).
How to calculate conversion
There is a universal formula that allows you to calculate site conversion: site conversion is equal to the number of target actions divided by the total number of visitors to the resource and multiplied by 100.
Site conversion = (sum of target actions/all visitors)× 100
For example: from the 1st to the 10th of the current month, 10,000 people visited your website. During the same period, 400 target actions (i.e. purchases) were made. Based on these data, we can understand that the site conversion is: 400 ÷ 10,000 × 100 = 4%.
It is worth noting that at first glance it seems that a conversion of 3-5% is a very low figure, but this is not so. According to statistics, 90% of modern online stores have a conversion of about 1%, sometimes even less. There is an opinion that if the landing page conversion is below 2%, then you and your marketer are not working together well enough. But the specifics of your product also affect the conversion.
How to increase your conversion rate
Increased conversion rate requires a long time and constant research and analysis, as it is significantly affected by the specifics of your niche and the level of competition. However, a few tips will simplify this task for you and help you attract more customers.
- Study your audience: You need to understand who they are? What do they like? What they are looking for? What problems do they have? Adapt your offer to their needs.
- Optimize your website: Make it attractive and convenient for visitors. Loading speed, intuitive navigation, and visually pleasing design are key points.
- Fill your website with quality content: Create interesting and useful content that responds to your audience's needs. Above all, it should be clear, compelling, and trustworthy. Also, use bright images and clear language to attract attention and interest in your product or service.
- Use Call-to-Action (CTA): Place clear and attractive CTA buttons that call for certain actions, such as "Buy Now," "Subscribe," or "Book a Consultation." The easier it is for visitors to make a purchase or other action, the more likely they are to do so. Avoid complicated forms and payment processes.
- Use reviews and recommendations: Publish reviews from satisfied customers, and add expert recommendations if possible. This increases the audience's trust in you.
- Offer promotions and discounts: Arrange periodic special offers that will bring new customers and stimulate the purchase of products or services.
- Use contextual advertising and SEO:Google Ads will help you here: optimize advertising campaigns and implement SEO to attract a targeted audience and improve the visibility of your business on the Internet and Google search.
- Listen to your audience: Pay attention to customer feedback and wishes, adapt to their needs, and try to constantly improve your website and business.
- Test and analyze: Conduct A/B tests for different page elements (headlines, CTAs, layouts), use web analytics tools. This information will help you determine what can be improved. Analyze the results and optimize them for conversion.
Services that will help you calculate conversions
The most common and convenient option that will help you calculate the conversion rate of a website is Google Analytics. This is a leader in the world of analytics. Google Analytics tracks conversions and determines where customers come from and how they interact with the content.
In order to find out the conversion using Google Analytics, you need to register and install a special counter code on all pages of your website. By default, Analytics tracks basic events that you can designate as conversions, but you can of course set up your own events, such as submitting a form or clicking on the phone number you specified in the header of the site.
You can also track the conversion rate with Google Ads, a contextual advertising platform that shows targeted ads to people searching for specific products or services. Google Ads also has the ability to create goals for various actions, such as registering in your personal account or placing an order.
If you need additional features, such as A/B testing or user behavior analysis, you can use ClickMeter or Piwik PRO.
By analyzing conversions, you can understand whether your advertising strategy is working effectively and whether there is a connection between the increase/decrease in conversions and the changes you made to it. Follow the indicators, and then you will know exactly how successful your site is. And if you need site promotion and promotion, contact our agency. We will help you increase conversion and attract new users.
