conversion rate

Die Conversion Rate gibt das prozentuale Verhältnis von Besuchern einer Webseite und abgeschlossenen Conversions an. Die Conversion kann dabei einen Kauf, aber auch ein Download oder eine Interaktion mit der Webseite bezeichnen.

Conversion rate calculation

An example: We have 1'000 visitors on our website. A conversion is defined as when a user signs up for the newsletter. Of the 1'000 visitors buy, 100 sign up for the newsletter. Now we can calculate the conversion rate as follows:

100 conversion / 1,000 visitors*100 = 10 percent.

The conversion rate in this case would be 10%.

Whether a conversion rate is good or bad depends a lot on the industry and the defined conversion. It is much easier to achieve a newsletter subscription than to sell a product.

conversion rate optimization

Now if we want to look at conversion rate optimization, here are several points we can consider. The following factors can improve the conversion rate:

• Usability: Is the website logically structured and self-explanatory? How many clicks are needed to achieve the desired conversion?
• Call-to-ActionIf we take visitors to our website by the hand and actively lead them to take action using buttons such as “Buy now” or “Subscribe to newsletter”, we can demonstrably achieve higher conversion rates.
• Loading Speed: Je schneller unsere Website lädt, desto besser ist die user experience. Ist wurde nachgewiesen, dass wenn die Website nicht innerhalb von zwei Sekunden geladen sind, viele Besucher die Website wieder verlassen.
• A/B testing: Are our customers more likely to buy if the button is green or red? Should the photos show a man or a woman? Such questions can be answered by means of A/B tests. Here, visitors are randomly delivered one or the other variant of the page. By means of statistics, it can be proven which variant has achieved more sales, registrations, etc.

These factors are technical in nature and should generally be taken into account. Depending on the project, however, simply more beautiful photos, better texts, etc. can significantly change the conversion rate.

More on measurement and campaigns under Online Marketing.

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