What is a conversion?
A conversion is the execution of an expected action by a user after an advertising campaign or SEO activity has been directed to them. A conversion is called the execution of an expected action towards your business. The value of a conversion for a website, for example, is leaving your information in a contact form or making a call to a hotline. The situation is even simpler in an online store, where a conversion is defined as a customer making a purchase.
A conversion can also be signing up for a newsletter, registering a new customer account, or clicking on a banner ad.
Why is conversion so important?
For a very simple reason – it determines the level of earnings. Without conversions, even the highest volume of traffic directed to a website will not generate sales and profit. On the other hand, the higher the conversion value, the higher the earnings with the same advertising costs. This is the reason why it is worth investing in broad analytics and UX auditing.
Today, we can no longer separate analytics, conversion and UX from ad campaign or SEO efforts. It simply won’t work, due to the fact that it is a system of interconnected vessels. The best results and growth opportunities come from a comprehensive collaboration.
How to count conversions?
It’s simple. The conversion rate shows the number of conversions converted into the number of total site visits. This allows us to check the effectiveness of a store or website.
Example: If 2 out of 1000 visitors to an online store made a purchase, we have a conversion value of 0.2%.
This is a poor result, because we should aim for conversions of 5-10%. In this situation, it is worth considering what we can improve.
How to influence conversions?
In an article on our blog, we explain how to increase conversions in an online store. It is worth considering the division between off-site and on-site activities when analyzing conversions.
If you would like to know what you can improve in your online store or on your website then we encourage you to consider performing an SEO Audit or contact us directly.
