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:
- Increasing the number of visits
- Improving the conversion
- Achieving an increase in the average ticket, ie getting your customers to buy more in each transaction.
- 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.
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Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.