related to usability of web pages articles.

What is the conversion rate of a website? and how to improve

He conversion ratio or a web site conversion rate is the percentage we get by dividing the number of goals met by the total number of visits to a website. So, this is the metric that measures the success of a website. English call conversion rate.

For example, if this month you've got 20 sales through your website and you had 600 visitors. Your conversion rate is 3.3% (a good conversion rate for e-commerce).

Or for example, if this month you got your users fill 100 forms asking for more information about your products and you had 1,500 hits, you have achieved a conversion ratio of 8.3% (not bad for a contact form, although it could be better).

For each type of website is a definition of conversion: get a download, a sale, a request for quote, book, newsletter registration, etc.

Why is it important to know the conversion rate of your website?

If all you are measuring how many visitors you have and do not create a funnel for various purposes, you can not improve the performance of your website. You'll spend only bring traffic to the site without realizing that instead of a funnel have a strainer that loses users everywhere ... and this is very expensive. In the long run you have serious financial problems.

There are 4 ways to increase sales of a website:

  1. Increasing the number of visits
  2. Improving the conversion
  3. Achieving an increase in the average ticket, ie getting your customers to buy more in each transaction.
  4. Increasing margins with which you work, ie, increasing prices (if your customers put up) or performing best buys (if your suppliers consenting).

The easiest is the second. If you improve the conversion rate with the same traffic, the same price and the same purchase price, you'll get better results.

How to calculate the conversion rate of your website?

The first thing you should decide is what to target or targets have your website. With this information creates a Funnel as you see along these lines and set up conversion goals in Google Analytics. Once configured you can start measuring the behavior of your users.

The next step is to start working the increase in conversion rate.

What conversion rate should have your website?

For e-commerce: Between 1% and 3%. May reach 5% to 9% if the product is very good and you're a super specialist in digital marketing. Also keep in mind the industry for which you work.

For a web contact form: Between 10% and 15%. When you do not ask money if you do not fill out a contact form is easier to obtain a good conversion, so it is normal to get up to 15% if the digital marketing is well done and really attract to your website only your target audience.

When you start, you do not normally get 0.5% but as you know your users and understanding how your business works online you improve this rate to achieve the expected results.

To help a little in determining what would be your correct ratio included this table that WordStream indicates ratios CTR by industry, ads in Adwords updated data 2018. Ojo, are not the conversion rates of the site are only ads ... but they can give you an idea of ​​the variations by type of industry.

If you want to read the whole article, you got here: conversion ratios by industry.

How to improve the conversion rate of a website?

There are many variables that affect the conversion of a website. But these are the main ones:

Download speed: If your website is slow people do not want to navigate it and go before've become. In addition Google will penalize you for being slower than normal and above will not have traffic ... so the download speed is important. Measure it on the Google tool: Google Speed ​​Test. Follow the personalized tips that will tell Google.

Usability: Make sure your users understand well what to do on your website and do not get lost along the way. Also check out what it's like sailing through a mobile. Google performs the test: Mobile optimization test and follow Google's advice if your page is not optimized.

Persuasion: verifies that your website indicate what to do and persuasive in your messages explaining what to solve the problem and how you will serve your product to the user. Segmented do so. That is, for each segment, a specific page, speaking from the point of view of the customer and vocabulary. Shows photos of your segment using your product to be reflected in them.

Transmission of trust: make sure your site is professional, with a design that reflects your brand values ​​and is user friendly. Encrypts the entire website to the user's browser indicates it is safe (used in https instead of http) And the user feels safe. If you are a member of an association or chamber of commerce, indicate also gives users peace of mind knowing that if they have a problem you can appeal to a higher entity. In the "about us" shows photos of yourself or your team generally stick up for your business conveys confidence.

Attracting well done: Obviously, if people entering your website is not your target audience can not convert them. Make sure the SEO and other techniques to attract visitors are well done.

With these 5 tips you should start increasing your conversion rate and therefore your billing.

I hope this article has been helpful.

We're going talking.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

5 things we should all testing using techniques A / B Testing

The past 19 and 20 May, under the Practitioner Web Analytics 2009 and in one of his presentations, Avinash Kaushik We talked about the importance of A/B Testing when increasing the performance of a website.

He A/B Testing It is to test different versions of a web page or an area of ​​the website, and decide which of these versions is the one that gets better results. Although this service is offered from GeaIPC, Few companies decide to use it even when the results are truly spectacular. Indeed, my presentation at the PWA09 It was to explain a case in which the booking engine one of the hotels AC Hotels spent to double the number of bookings due to changes implemented in said engine, testing it with techniques A / B Testing.

And it was also under the PWA09 that Avinash said the 5 things we should all test our site:

  1. All "call to action" on our website. That is, all the buttons and texts that incite to action. For example: the typical "Call us now ….", or the "Click here to contact", O "Subscribe now and get... ". We should try colors, fonts, different phrases, etc ...
  2. The steps of the home to inland areas that interest us. That is, is supposed to have determined conceptualize our navigation different routes ... so we must test if the page is designed so that these routes are followed by our visits.
  3. Las “pain pages” (Avinash and called them and I think it aptly named). Are pages that have a lot of traffic, but also a high bounce rate (people coming directly to them and leave the site without having sailed). Must review and test different versions of the same to get lower bounce rate.
  4. Try if it improves performance or scroll page without scrolling. This point is interesting. In the study Usability Eyetracking we published in January and indicated that very few of those under 25 we tested, did scroll in the Google results pages (which were those testeábamos in that study). If our website has a user such as target audience, this is a good thing to test.
  5. "Dramatically different" designs (English is better than in Castilian, but good). Avinash what I meant is that we must try to completely different designs we are using. We may find one that also has "dramatically positive" results.

A/B testingThe good thing about A / B Testing is that it is easy to make and if we use Google Website Optimizer, may not even cost us money. Google offers free Website Optimizer that allows the real-time test as many versions as you want, and then indicates which of the tested versions have better results. The image we can see along these lines shows the control panel of Google Website Optimizer.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Does Google's Golden Triangle is still valid? The answer is yes

Who else who has less ever see a heat map that runs through the network, Eyetracking done with technology and showing what is called "The Golden Triangle Google"The gold zone in which you have to appear if you want to be something on the net ... the space where all eyes of Google users. Myself, I've used a lot of times in classes and lectures, to show graphically the importance of appearing in the top positions of Google, either in the form of Adword, Whether in the form of natural positioning (SEO).Eyetracking - Triangulo de Oro de Google

But this heat map has its years, and every time I use it I wonder whether it will be really valid now that Google displays results including maps, books, definitions, etc. (The image I show along these lines corresponds to the classical heat map to which I am referring).

Hence one of the things I wanted to test in testing we have been doing during the months of December and January to draw up a Search study aimed at Tourism Marketing, By using technology Eyetracking, it was whether the Golden Triangle was still valid, or otherwise, now appeared another geometric figure.

Well, after performing the tests (54 individuals by testing 4 different tasks, altogether 216 heat maps results pages Google), we conclude that it remains valid, especially when very specific searches are performed and offer results found in the top positions, although the lateral Adwords are now most watched shows the classical triangle.Eyetracking Hotel Pulitzer Barcelona PCT

Andmasters some of these heat maps:

This I show below is a heat map to search "Hotel Pulitzer Barcelona"(Without quotes) adding the maps of 30 users tested, taken at random and untargeted. The task was to find the URL official Hotel Pulitzer (he was both Google Maps and the first result SEO). I show the map is a map of percentages fixing eyes (the same type the "classic" only that our EyeTracker different).

We can see how the triangle is formed, though somewhat blurred because of the map.

If this same heat map we show by absolute values ​​of fixating, then Eyetracking Hotel Pulitzer Barcelona AbsolutoIf we see the triangle, and we also note that some users have looked at the Adwords side, which is barely visible on the map by percentages. (See attached image)

A curious observation about the side Adwords: If this same search took, heat maps users under 25 will see something very different: not one has looked at the side Adwords and the triangle appears clean but somewhat disfigured, and focused on higher Adwords and natural results.

It seems that those under 25 are very clear that the lateral Adwords are advertising and therefore do not deserve your attention ... (this topic is important and worth analyzing further because it refers to the theories of communication Postmodern well that both the map and the subject I discuss in another post).

The complete study can be downloaded here:

The complete study can be downloaded here: Eyetracking Search Marketing

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Certain words stand out. "Luxury" is one of them.

Following analysis Eyetracking tests for the study of Search Marketing-oriented tourism, conducted during the months of December and January, today we will talk about the words that attract attention in the texts.

In the study "Eyetracking Media España"By the AIMC Y Alt64 in which I participated in 2005 when we analyzed the patterns of reading Spanish online press, we noted that before starting the reading of a text, the brain of the user scans the page you're thinking of reading, searching for words to call him attention. When the brain encounters words then you decide whether it is worth making the effort to read or not.

The same have been able to observe in the results pages of Google, and especially with certain Adwords. Let's see:

As I was operator of some of the tests conducted in December 2008 during the recording itself and I noticed that many of the people tested specifically looked some ads. Eye! No clicaban, only looked ... I mean, something caught their attention, but then kept looking. Obviously, some do clicaron on them because most of ads had to do with the search performed by the user.

If we look at the attached recording (see attached video), observaremos que tras revisar la página de resultado, algo llama la atención al usuario mientras mira columna de Adwords de la derecha. Hay un anuncio que llega a mirar hasta 3 veces. La grabación pertenece a un usuario al que se estaba testeando en la búsqueda “hotel Barcelona” y su tarea consistía en indicarnos dónde buscaría un hotel en esta página de resultados (SERP=Search Engine Result Page).

We can see that after reading more or less in depth the SERP, goes to read the ads on the right and after them all, staring at one of them and then return to it. It is the announcement of Splendia. Why is fixed at that ad? You failed to tell us why.

Another user (see this other video attached) In the same SERP it performs the same type of navigation and again is fixed in the notice ... but this time also it click. Why do you look at him? Why do you click? Asked the user, he says that just because they noticed him, liked what it said (and that is) and CLICO in it.

But the action set in this particular ad and not the rest has been something that has made 22% of users (12 persons over 54) who tested this page. Looking at the map of heat generated by these users, we found that really something caught 12 people.
Eyetracking Google Adwords Splendia

(see map attached map showing the addition of the 12 users who set eyes on this point. We can see how it really was for them an important point in the SERP)

In another task in which users tested were looking for a hotel suite in Barcelona from the SERP that appears when searching for "suites hotel Barcelona"He happened exactly the same, but with greater intensity: this time, 37% of users set their sights on a particular ad: Adword second in the right column. And guess what ... it was again Splendia announcement, which appeared on this page in another position.Eyetracking Google Adwords Splendia 2

Again, something caught the attention of users, this time 20 people from a total of 54.

(See image map hot aggregate of the 20 people who watched the announcement of Splendia. In this case we can see that the effect is not as explosive as above, but continues to call attention to the 20 people fix their gaze on this announcement, when they are looking for "Suites" and the ad the word does not even appear)

This "something" that draws attention to many users in different search results pages, is the word “Luxury” that Splendia used at the beginning of the description of your ad.

In the study Eyetracking Search Media You can read more about this and you will discover what else caught the attention of users.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Hotel vs. Intermediary Portal: Portal wins ... and long!

As I mentioned in my previous post, during the months of December and January we have been conducting a study aimed at Tourism Marketing Search using Eyetracking technology. (Read previous post)

Well, we did another test users to testeábamos was to request that they should seek a hotel in Barcelona making Google search "hotel Barcelona" (without quotation marks).

Eyetracking_Google_hotel_barcelonaEyetracking_Google_hotel_barcelona

Let's keep going…
Una de las cosas que queríamos averiguar al realizar este test era si los usuarios entrarían en un portal de intermediación hotelera o bien elegirían un hotel determinado. Los resultados fueron concluyentes, el 74% de los usuarios se decidieron por un portal de intermediación y sólo un 26% clicó en un resultado que pertenecía a un hotel. Curiosamente, todos los usuarios que clicaron directamente a un hotel, lo hicieron a través de Google Maps.

So let's see why people CLICO where CLICO:

So let's see why people CLICO where CLICO:

When we asked why users had clicked where they clicked, most of which clicaron on a brokerage site indicated they did on that specifically because they knew him.

People who clicaron about hotels, also said it was because they knew him or because they had heard and knew the hotel was nice, and was well situated, etc ...

In some cases, users indicated that the ad title was what had most caught their attention. Especially the "400 hotels in Barcelona” de Booking.

In other cases, certain words caught their attention, that users did read the title and accompanying text and clicaran. This is the case eg in Splendia Adword 5 position shown on the left ... a place where almost theoretically would not have to receive clicks.

The theme of the words that draw little attention and get people to fix their gaze and click there, deserve special analysis ... so these words will discuss in the next post.

... and another interesting thing related to this research: between the results shown in this first page natural positioning (SEO) only appear 4 hotels. Well, 3 of them are hotels that we have done consulting position to reach on this page: Hotel Pulitzer, the Axel Hotel and the Hotel Royal Ramblas. It is something that all members of GEA Internet we are proud.

Later note: The study has already been published. You can download it here: Eyetracking Search Media .

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Google Maps vs SEO: SEO keeps winning

During the months of December and January we have been conducting a battery of tests to develop a study Search Marketing-oriented tourism. The tests for the study were performed using Eyetracking technology and a personal interview after the test is completed, to know where users tested looked and looked there and why not elsewhere.

In total, 54 people aged between 16 and 68 years were tested.

The results have been very interesting and will publish on this blog as we move forward in analyzing the data.

The first of the curious things we've noticed is that While Google Maps appear is important, more important still running first for natural positioning. Especially in specific searches. In general searches such as "hotel in Barcelona"There is no doubt about the importance of appearing on Google Maps. In this post we will analyze the specific searches.

Let's see why we have come to this conclusion:

One of the tasks to be carried out by users was to find the website of the Hotel Pulitzer in Barcelona between all the results that appear on Google by searching for "Hotel Pulitzer Barcelona"(Without the quotes). Apareceían 234,000 results.
Eyetracking Hotel Pulitzer Barcelona
Looking at the heat map image I show along these lines, we can see that the official website of the hotel appears in both Google Maps and in the first place by natural positioning. As well:

  • A 51.85% of users in clicaron first result of natural position.
  • 40.74% of users clicaron on the web that appears on Google Maps.
  • 7.41% of users (4) were wrong and clicaron on Adwords or other natural results, convinced that clicaban the hotel website.

When we asked why they had clicked clicked where the answers were as follows:

  • Those who had clicked on SEO results indicated that rely more of these results. In fact, 22% had not even looked at the area of ​​Google Maps and gone directly to the SEO area. When asked why they did not trust, most indicated that they thought it was instead advertising and knew the results that follow the map are not advertising.
  • Those who clicaron on the map indicated that clicaron on the map that appeared in the middle of the screen and saw that it was directly and the hotel page.

Most people indicated that the URL of the hotel was what I told them it was the hotel's official website (obviously they called the "hotel management" not the URL, I am writing URL to facilitate the writing of this post). 25% also indicated that the title of the result indicates "Official Website" had reaffirmed that they were right and that was the official website.

  • 4 people wrong and clicaron on other outcomes, they were convinced that they were right and had given the correct web (until they saw the web to which arrived after clicking, of course, at which time they realized their mistake). In most cases it was the URL that misled them and made them believe they were on the correct result. URLs that were the type clicaron "Hotel-Pulitzer-Barcelona.h.rez.com"Hence some people confused. Although the titles of the ads also helped confuse "Hotel Pulitzer Barcelona"As the title of a Adword is able to confuse anyone if not take into account other parameters.

As for Adwords in general, almost everyone looked at some point 3 advertisements are highlighted in the upper zone (only 25% not looked), regarding the lateral Adwords, were not so lucky, and only 22% watched them.

In another post again we discuss the issue SEO vs. Google Maps, but using an example in which the results it delivers the page, in both cases are different (the Avanzo ... SEO wins again).

Later note: The study can download it here: Eyetracking Search Media .

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Online sales in the hotel sector and revenue Management in HotelTrack'08

On October 21 will be held HOTELtrack´08 under HOSTELCO. This seminar is organized by IDtrack and judging by your program promises to be interesting:

  • Development and practical application of revenue management in the hotel sector. Montserrat Cano Sol Melia
  • Strategies for implementation of Yield Management in a hotel. Sonia Prieto of NH Hoteles
  • Advantages and disadvantages in implementing an ERP in a chain. VIVA HOTELS Royal Bernat
  • Panel Discussion: revenue management is the future for small and large chains? moderated by David Manzanares CETT Peguero Consultants
  • The importance of seal of quality in the online channel. Miguel Mirones of ICTE - Institute for Spanish Tourist Quality
  • Closest approach to clients: marketing through the web, using web 2.0 in the sector. Javier Moreno Gonzalez-Soria and the Holy GOOGLE Spain
  • Web 2.0 in the hospitality industry: the importance of the opinion of the visitor. Pablo Ciutad of ATRAPALO
  • The mediator's role in time of crisis: problems and practical solutions. Francesco Canzoniere of VIAJAR.com
  • Online sales strategy from the point of view of a hotel. Ton Lodder T3 Hotels
  • The four keys to the success of your hotel online. Toni Mascaro of eMascaró
  • Social media marketing, the customer takes power. ITH Jaime Pons (hotelier Technology Institute)
  • The sale and online positioning. Moderator: Enric Lopez CETT - UB

I find it particularly interesting to hear the different proposals on the Web2.0 applications to the hospitality industry that will make Google, Atrápalo and ITH, as it is not easy to apply a large number of concepts 2.0 to the website of a hotel, and so new approaches are always welcome.

También la ponencia de Toni Mascaró promete ser interesante por la gran experiencia que tanto él, como su empresa, tienen en el sector hotelero online. Será un placer escucharlo.

Witbookings GeaMarketing Y Witbookings estamos llevando a cabo una batería de A/B testing con la página web de un hotel, donde parte de los temas que testeamos son el impacto de los sellos de calidad y seguridad. El objetivo es aumentar la conversión de visitas a cliente en la web de este hotel del 1% al 3%. La página es nueva y está online desde agosto, ahora ya tenemos suficiente masa crítica como para empezar a realizar este tipo de tests, así que en ello estamos.

The A / B testing is interesting: in some cases have reached 4.5% thanks to having made A / B testing with various versions of web pages of hotels ... but I'm going with "branches" and now I would speak of a / B testing and is an issue that goes a long way ... so I return to the issue of HotelTrack'08 and close the post: HotelTrack see you in next Tuesday!

A hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

A study shows that women and men surf the Internet following different patterns

The Eyetracking Media Spain Alt64 study in collaboration with the IACM concludes that 61% of Internet users look online advertising.
For the navigation pattern of Spanish and effectiveness of Internet advertising, it has analyzed his gaze


technology Eyetracking

Alt64 Digital, the company that distributes in Spain the Eye Tracking technology, in collaboration with the Association for Research of Media (AICM), made for the first time in Spain a study looking at the eyes of Internet users as they read media online communication, the study called Eyetracking Media Spain.

Es la primera vez que se realiza en este país un estudio de esta envergadura utilizando la tecnología Eye Tracking (seguimiento de la mirada) entre las webs y medios de comunicación online de mayor audiencia. Existe un antecedente en Estados Unidos que ha marcado el antes y después en el diseño de las páginas web y, en concreto, de los medios de comunicación online americanos, el Eyetrack Study, que llegó en 2004 a su tercera edición.

To make the Eyetracking Media Spain, analyzed the 6 media online wider audience, whose content is in sight and where no registration is required to read: ABC, newspaper, El Mundo, La Vanguardia, La Verdad and reason.

El análisis del patrón de navegación de los usuarios testeados muestra que las mujeres y los hombres leen la prensa online de forma diferente. Mientras los hombres leen en zigzag y se saltan muchos párrafos, las mujeres lo hacen de arriba abajo y leen, en la mayoría de los casos, los títulos y las entradillas de las noticias de forma completa. Tanto hombres como mujeres escanean las páginas en busca de palabras o de frases clave y en función de ellas, deciden si leer o no los artículos.

The results show, among other things, that 61% of users watch tested containing advertising websites. And after a later interview to navigation, the study indicates that 52.9% of them retains the mark of the announcement.

The study also shows that not include much advertising on a page, users see it more. Instead, with little publicity, but it made in certain advertising formats such as skyscrapers outer side or the top banner, is able to capture the user's gaze and get to see the ad.

Además de estudiar los patrones de navegación, en el estudio se responden preguntas como: ¿Los anuncios se miran realmente? ¿Dónde se ven mejor los anuncios en la web? ¿Qué formatos de anuncio son los más efectivos? ¿Cuáles fueron los anuncios más mirados por los usuarios que participaron en el estudio? ¿Se puede medir la efectividad de la publicidad online? ¿Qué marcas fueron recordadas?

The look of a human being is a good indicator of what is calling attention, and Eyetrack equipment automatically and with high precision is possible (less than 0.5% error) know, for example, what it is the journey of the gaze, how long the user stops at a particular point or area or whether the user is reading or scanning a text.

Data are captured by a small camera that incorporates the monitor from the user navigates. The route of the gaze is videotaped and software so that the sample can be analyzed routes, times fixating, reading patterns, etc.

A level of analysis of the sample, it is possible to obtain aggregated with dark areas information (areas that have not looked at anyone) and hotspots (areas that have looked most users) and make them heat maps pages website or any other medium being studied.

The complete study can be downloaded from the website of the AIMC (http://www.aimc.es/) And from the website of Alt64 (http://www.alt64.com)

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.