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How to determine the website conversion: its types
Conversion is the ratio of the number of users who have already made any targeted interaction with the content of the site to the total number of visitors to the resource. Thanks to this indicator it is possible to estimate the number of real clients and predict profits. Conversion allows analyzing the effectiveness of promotion and making timely changes to the approach to advertising campaigns.
In order to understand the essence and importance of conversion, it is necessary to consider it in terms of processes in the online store. Each day its pages are visited by users, some of them accidentally by clicking on affiliate links, others through recommendations from friends. Moreover, there could be hundreds of visits, but not all of them mean a purchase. According to statistics, only 2-3% of visits to the site end with a request or feedback order. And this number is a conversion rate. By tracking this indicator it is possible to find mistakes in the company’s interaction with customers and evaluate the effectiveness of marketing strategy. In addition, based on the conversion specialists make conclusions about the level of return on advertising and can monitor the effectiveness of new approaches.
With conversions, specialists get information on how many target actions were taken out of all the conversions to the site, which advertising channel attracted the largest number of motivated users. Analytics programs can track the number of visitors who viewed content on the site and left without conversion, as well as the number of people who left an application or placed an order. And conversions give insight into where on the site the problem is, and analytics understand how to fix it. For example, a user may leave if the page loads for a long time, there is no product description, or he has not received an answer to his question from the managers. By eliminating such problems, you can increase the number of customers.
There are two types of conversions – macro and micro. The first displays the data on the most important actions that users perform on the site. This includes registration, purchase, order, call, and request for feedback through a special form on the site.
A micro conversion is an action that is considered intermediate. They are not as important as the previous ones, but must still be taken into account. A micro conversion is likes or comments on blog articles, subscriptions to mailing lists, adding products to favorites, and other interactions.
The calculation of conversion for the site is done through the principle of the “check approach”. The total number of checks is divided by the number of visits to the site for a certain period of time, for example, 1 day. However, it should be understood that this option has a high level of error. The calculation of each source of traffic will be more effective – it will show the effectiveness of a particular promotion channel. Based on the information obtained it will be possible to adjust advertising campaigns or change the strategy.
It should be noted that there are various factors that influence the conversion rate, which is important for analytics. It is necessary to carefully study the peculiarities of the target actions of visitors to understand the weaknesses and strengths of the site.