The conversion rate indicates the percentage ratio of visitors to a website and completed conversions. The conversion can be a purchase, but also a download or an interaction with the website.

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 Besucher*100 = 10 Prozent.

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-Action: Wenn wir den Besucher unserer Website an der Hand nehmen und ihn aktiv zur Handlung führen mittels Buttons wie “Jetzt kaufen” oder “Zum Newsletter anmelden”, so können nachweislich höhere Conversion Raten erzielt werden.
• Loading Speed: The faster our website loads, the better the user experience. It has been proven that if the website does not load within two seconds, many visitors leave the website again.
• 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.

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