Many people are leaving the crowded streets in favor of online shops. The coronavirus crisis coupled with an increased development of online shopping behaviors is really pushing the growth of ECommerce further. In this environment it is becoming increasingly important to keep as many visitors as possible on your website. But what matters the most for us is how to get an efficient way to convert them into paying customers.
We have seen before how important it is to get natural traffic and to use original content to grow your SEO friendly character. Today we want to talk about the importance of the conversion rate, more specifically how you can measure it to your advantage.
What Is A Conversion Rate?
For a broader definition, we will say that everything which constitutes a desired action made by a website visitor is acting as a conversion. This visitor converted his visit to something else which got more value for you. This value can be brought by a subscription to a newsletter, completing a form, downloading a document, or simply buying a service or a product.
There is a clear formula which determines the conversion rate for a website page. For this you need to know the number of goals you achieved in a given time period. This needs to be stated as a business strategy before any attempt to convert Your data. This is the only way to be able to create significant website metrics for your website.
The formula goes like this:
Conversion rate = (conversions or goals achieved / Total visitors) * 100
The results will give you a conversion rate which basically represents the value of each visit. For example data has shown that for an eCommerce site, the average conversion rate is found between 3-4%. Also, the average conversion rate for mobile users is around 2%.
What tools are used to measure online conversion rates?
In a digital world where you have less than 8 seconds to impress a website visitor before he leaves, conversion rates can be a smart tool if used correctly.
The favorite tools to measure the conversion rate of a website are Google Analytics and AdWords. These tools are collecting a big chunk of your data. With Google Analytics getting your conversion rate is very clear and simple. You can even set up goals that will help you to get a clear picture of your visitors activities. That’s why you have to establish a clear goal that will lead your analysis. Do you want to measure the number of sales or the number of subscribers?
Others accessible tools that can help you measure your conversion rate are heatmaps and session recordings. Heatmaps show you where the visitor’s eyes are going following the intensity of the clicks on your pages. This can give you various infos about the weakness and the strengths of your landing page. By using session recording, you will see a replayed user session. This is showing you how the user is interacting on your website. Is he clicking on non-clickable areas? Is he interested in reading the content?
Having a good or bad conversion rate doesn’t really matter for your website. What matters is to get a global view and a good perception of what your customer behavior is. Are they engaging and interacting with your contents? Are they disappearing fast and which pages are they leaving so soon?
When you will have enough knowledge about how your audience are reacting to your website you will have the knowledge and the ability to improve your conversion rates.
If you are still curious about how to measure your conversion rate you can leave a comment or contact us through our social media pages.