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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.

How to pass a web from http to https

Use https instead of http in your website is becoming a necessity, not only to protect your users, but because improving the SEO of your website. Surely you had planned to do ... but you have not dared even because you know it's complicated. Well, here's this little guide to help you switch from http to https.

(If you want to know before what is https, you will find more information here: what is and what is https.)

Instructions to spend a website http to https

Let's see how we should migrate from http to https for everything to go quickly and without incident:

  1. You need to activate the SSL certificate that you provide your hosting. To do this, enter the control panel web hosting you want to make safer and look for the section "Security". There you should find a sub section called "SSL Certificates" next to the padlock icon. Section and enters that activates the certificate. Usually a free service and is done in one click. If your hosting does not offer this service, you can find it here Let’s Encrypt ... but things will not be so easy.
  2. Now you need to tell your web use the certificate that you just activated. If the web is created with WordPress this is really simple. You download the free plugin "Really Simple SSL" install it and activate giving the 'on' button. There, everything OK. If your site is created with another content manager, looking for the equivalent plugin. If your site is handmade, you must change the .htaccess.
  3. The plugin also ensures that when someone enters an old indexed without the https URL or some old link, go to the right page rather than one with 404 error.
  4. At this point, the web is already working with https, so you can enter it and check it. Unfortunately now we have to change more things: your Google Analytics and your Google Search Console (the old Google Webmasters). Go for it.
  5. How to tell Google Analytics to your site now uses https? You go into your account, you go to the admin area, enter configuration property and once there, where it says "default URL" http https change. Guards, and that's it.
  6. How to tell Google Search Console now using https? You have to enlist a new property ... you can not do anything with the old.
  7. Some other things that can help: Redo the Google Sitemap of your website (in the plugin "SEO by Yoast" if you use WordPress) and give high Google Webmasters again. Google also learns so quickly that now you use https.
  8. If your robot.txt contains instructions on where your sitemap, edit this information and indicates that Your sitemap is now in https.

Well, with this you should have about the web, all right, well sure.

As you see, make the change http to https is laborious, So do it calmly. If you have user registration or especially if you manage an e-commerce then not hesitate, and do it.

If you have any questions about any of the steps, please send me the question through the comments of this article.

A big hug.

Difference between codes Google Adwords and Google Analytics

Today I started to teach my classes in the Master Search Engine IDEC-UPFSo I start to get interesting questions in the forum of students. I think some of them may also be of interest to people outside the master, so here's one: the question student at the user level, what is the difference between codes Google Adwords and Google Analytics, and where can find.

Conversion codes Google Adwords

Conversion codes Google Adwords You are provided this service and should be included on the final page of what you consider to be a conversion. For example, if you have an e-commerce, must be codes on page: "gracias.php" ie last page of the checkout process, in which you thank you for purchasing.

Thus, when a user who has entered your site from an Adword, completes a purchase, Google Adwords knows why not perceived this, the user activates the code and Adwords account that can offer it as a sale, which makes statistics on how many customers have achieved through ads and how much it cost you to get each of them ... without this code can only tell you how many visitors you had and how much it cost you to get them.

The conversion code you find Google Adwords Adwords menu under Tools -> Conversions.

Google Analytics codes

On the other hand, are codes google Analytics. Estos deben incluirse en todas las páginas del sitio web, de esta manera, Google puede ir haciendo el seguimiento de qué hacen los usuarios en ella. Los encontrarás en Administrador –> Propiedad –> Información de seguimiento –> Códigos de Seguimiento.

Para conocer las conversiones de tu web desde Google Analytics, no hay códigos especiales, debes ir a Administrador –> Ver –> Objetivos–>Crear objetivo y allí le indicas que el objetivo es llegar a la URL “gracias.php” y así Google Analytics sabe cuántos usuarios han llegado allí y por lo tanto, cuántos clientes has tenido. También sabe de dónde venían, por donde han navegado antes de iniciar la compra, y si tienen una sesión de Google abierta, puede saber si son hombres, mujeres, la edad y sus intereses… un montón de cosas, vaya.

As you can see, the two systems are different but have similar goals, although one is oriented control of ROI in advertising campaigns and the other not.

Google Tag Manager

To simplify a bit the whole issue of putting the codes, Google created a few years ago Google Tag Manager. A system that once installed on your website, allows steps which codes you want to put it through a friendly form found on the website of Tag Manager. This has greatly simplified the life of marketing agencies and marketers of companies in which the web carries a technical department, which is not always a priority to include a couple of labels that has asked the marketing department. If this is not your problem, the tag manager does not offer much more ...

I hope the answer has been helpful.

A hug

Montse.

Find out why Google Adwords and Google Analytics show different results

These days I'm giving my classes in the Master Search Engine IDEC-UPFSo I have a lot of students asking questions about Google Adwords, SEO and Google Analytics.

One of the recurring questions is "why when I check the results of a campaign Adwords these do not match the data provided by Google Analytics me".

Well ... I'm not going to write an article on why reaching forth since Google already has done for me :-)
Here is a link that Google explains each of the parameters that differ in control Adwords campaigns about Google Analytics and why they differ.

Document: Why Google Adwords and Google Analytics show different results.

I hope you find it useful.

A big hug.

Connecting Google Analytics with Google Webmasters

Every day I meet my students have trouble connecting these two services Google. The truth is that most of Google Analytics features are very well explained, but instead activating this connection it is not.

So to facilitate the work, here's this video that explained the advantages of having this connection and how we do it.

I am responding to questions through 3isic Youtube channel, The Research Institute that I have the pleasure of directing, but if you have any questions in particular can also raise it through a comment on this blog post and will look to answer you as soon as possible.

I hope you find it useful.

A big hug.

How to lower the bounce rate of a website

This morning is participating in the forum of my subject in the Master in Finders taught at IDEC (Pompeu Fabra University) and I saw that some students were not clear what the Rebound ratio a website and what might be the causes that lead us to exceed the number that would be logical.

It seemed to me that the answer was worth it to be shared in this blog in addition to the student forum. So here goes:

What is the bounce rate of a website and how to bring it down

He rebound ratio or bounce rate is the number of people entering the site but not navigate the, divided by the total website visits.

That is, reflects views that do nothing on our website, maybe ... but read (although the latter can not be sure). If not they clicked on any part of our website, Google Analytics (or analytical system you're using) can not calculate how long they have been on the site and also counts as the rebound.

Our bounce rate should never exceed 40% (for a corporate website or an e-commerce) ... if exceeded this figure is that something goes wrong. The causes can be:

  1. Visitors who come to our website, not part of the segments of our target audience and therefore are not interested in our ... and go -> users coming from a poorly made or fraudulent advertising campaign would be in this subset but here users would also be arriving by SEO done without clear objectives.
  2. The prices of our products are beyond market, and therefore users the look and leave.
  3. The web is too slow ... and therefore endure downloading a page but I think 2 times before going sailing.
  4. The usability of our website is terrible and users do not know what to do to keep browsing or read more information.
  5. Users are browsing on a mobile device and have no version for these devices or our website is not responsive (That automatically adapts to any screen resolution).
  6. The design is unprofessional and therefore, the image conveyed by our company as well. Users do not take us seriously and go.

This applies to corporate websites. For a website type blog, the bounce rate may be somewhat higher (60% approx.) And not pass anything because many users are recurring visits (visits have been other times) ... may the user reach the website , read the new blog post and leave. They will not read more because they have read the other information.

In a blog type website, we should review the bounce rate of new visits, and get interested in these other related items, or the most read, the most shared, etc. In the case of the new, the bounce rate itself should be below 40%.

How to improve the ratio of rebound of a website

Noting the causes we can intuit how to reduce Rebound ratio:

  1. Before raising our our SEO and online advertising campaigns (SEM and the rest) we must be clear who is our target audience, Which segments comprise it, how are the people who are part of the segment, which will search Google, which websites visited, etc ... that is, we must do a good marketing analysis before executing any action.
  2. Before raising any action we make a good analysis of competition. We must know what the prices are competitive, their value proposition, what sets us apart from it ... Thus, although our prices are higher can argue why users should buy our products and not those of our competitors.
  3. The website should be tested by someone. The problem of speed and usability problem could have been detected with a beta-tester (someone try our website before publishing the final version). With a good testing also we would detect lack of persuasion, or lack of realization of the goal of the website. So it is 100% recommended that four or five people who do not know the web, testeen before us and we can observe what they do it, how they navigate and what are fixed.
  4. At the moment it is out of place not consider having at least one web responsive. We would be losing almost 30% of visits (depending on the sector in which we move, in tourism, we would be losing a lot more).
  5. A corporate website should reflect a professional image 100%. Today, with the large number of inserts of payment for WordPress, Joomla, Magento or any other manager and content, there is no excuse not to enjoy a professional design on our website.

So now you know ... check out these 5 points and make sure the bounce rate of your website That's the right one.

I hope these tips will be useful.

A hug.

Use Google Analytics in real time

Google Analytics en tiempo realIt is possible that all the hustle involved Christmas and the days leading up to it, you have not noticed that in google Analytics now it offers data about visits to your website in real time.

The truth is that since a few months ago google Analytics displays real-time data (the Google news was made on 29 September), but talking to students and clients I realize that many people are not aware of it, especially because Google only displays this data in the new version of the Web interface and people accustomed to the old it costs a little change.

View real-time data is useful for many tasks:

  • To monitor in real time an advertising campaign (Adwords or not).
  • To see immediately the effect of a message posted on Twitter or Facebook on our website.
  • The effect of an appearance on traditional media.
  • And why not, to satisfy your curiosity also in real time.

Knowing the real-time data instead of the 2 or 3 regular hours can give us a good margin for maneuver to change the settings of any campaign or to modify the landing page of an announcement so that we can further increase the conversion our visits.

In short, if you have not already done so, this is a good reason to go and the new version of google Analytics and adapt to the new way to display data from our website.

Interesting report on benchmarking on the Internet

Netsuus just published the results of a survey on benchmarking on the internet that made last March.

This report is doubly interesting: apart from the results shown, it is really interesting to know what other benchmarking tools people use and why he does it.

For example, in the table dedicated to measurement tools position Internet competition are up to 16 different tools.

The most popular is Alexa (www.alexa.com), Followed by Google Trends (www.google.com/trends) and by Google Insights for Search (www.google.com/insights/search/?hl=es# ). The latter tool, I was surprised to find it so high on the list of benchmarking tools, to get to see her again I realized how much he has improved since the last time I went (though no longer a sophisticated version of google Trends). After these three, we find Google Adplanner (www.google.com/adplanner/), Which is useful to know data pages that support advertising, and after her encounter Netsuus (www.netsuus.com), Which specializes in creating custom reports.

I do not handed me the list ... it's better that you check yourself / a and see what tools you know and what tools should know (it is No. 3 table the report).

It is also interesting to see what people desería know about your competition (number 6 of the report table): what most people want to know is If the ad campaigns are performing their competence or are not effectiveFollowed by knowing how to get traffic capture and how they get converted. So ... in other words, we want to know exactly the online marketing strategy of our competitors. :-)

It is not easy to get this information, but with patience and knowledge, yes we can get to know (this is what we do in practical classes benchmarking).

Companies also want to know the degree of customer satisfaction competition, the actions they take in social networks and keywords reference to its competitors.

Again, not handed me ... look at the report when you have a moment of calm. The most interesting are not the results of the survey, are the items shown on it (the tools that companies use the knowledge they gain, which would like to know, etc.).

To download the report, simply to click here: Informe sobre Netsuus bechmarking online

I hope this information is useful.

We talk to each other.

Class WordPress - Part Two

Good Morning!

Go class of yesterday! I do not feel very happy even though a good number of students got everything to work ... many did not. And thank goodness that Alfons and other people who got it to work helped me get by solving the incidences of the rest.

On the one hand, I now realize that next time to impart this kind have to reduce the number of attendees and secondly, I have to centralize all students in one ISP to seeing a single control panel can work all (and will be the www.sync.esOf course, he was the one who gave no problems). But ... we get to the point which is what I've written this post.

Like many not hit one out WordPress install and operate 3.0 left with were to repeat the session this coming Monday at 10 am, if I got a classroom at the Graduate School. Unfortunately this has not been possible, because I did not remember that Administration is making summer time and contacted them last 15h. So I could not request the classroom.

What I will do is this: the first thing Monday morning I will ask for the classroom Thursday 29 10 am to 2 noon. As soon as I confirm it, the public and comment on this blog.

On the other hand, that ye quedasteis half or who failed installation, please Look back the following:

  • What do you have:
    • Login and pasword of the hosting contract
    • Domain name directed to the contracted hosting.
    • Name of the database, the user name (with administrative rights) and password.
    • FTP client (Filezilla is good).
    • Download WordPress 3.0 to install on the hosting contract.
    • If you have already installed WordPress, well, you have a login and password to access the content manager WordPress
  • Critical points where mistakes can be made are:
    • Create a database and a user, but not assign the user to a particular database or not give admin permissions to that user.
    • While not pass WordPress from your computer to the server (FTP) and lose some files along the way.
    • Paswords logins and confused when installing WordPress asks for data from the database.
    • The hosting can have problems with WordPress 3.0
  • How to fix these problems:
    • Look over the database created. This will be able to see it on the control panel hosting contract.
    • WordPress hosting up to carefully and making sure that all files uploaded.
    • A mistake that had users who hired the hosting CDmon was that the FTP there is already a file called index.html and index.php when we get our WordPress conflicts with it. You must delete the index.html. That makes WordPress installation can begin well.
    • Creating a good document with the logins and paswords all, so that it is clear what is what.
    • Using WordPress version 2.9 if doing the installation and have no problem but when you hang up critical errors and gives you no way to enter the control panel of the content manager.

Mi consejo es que intentéis hacerlo vosotros solos este fin de semana y los días que quedan. Empezad de nuevo con todo: borrad la base de datos, creadla de nuevo, revisad todos los logins y passwords y subid de nuevo WordPress al servidor (no hace falta borrar la nueva versión, podéis indicarle al FTP que “machaque” los ficheros anteriores). Buscad por internet un buen manual de instalación de WordPress (en wordpress.org mismo lo encontraréis).

Come on, good luck! If all goes well, see you on Thursday, we will conduct an installation again and again we will see how to use templates (themes - themes) and how to modify them. We will also install some plugins so you can see how it works, including facilitating auto_install codes Google Analytics.

A big hug.

On July 23 course Website Creation with WordPress

Following requests received from some of my students next Friday, July 23 I impart a special meeting for all students in any of the Masters where I teach en la UAB. This class is open to students in the 2010 editions as alumni of the 2009 editions.

In principle, students can attend this class should receive a notice from the university in their emails.

Class: Creating a website using WordPress as content manager.
DayFriday 23 at 10am
Place: Graduate School of the UAB (room to be confirmed)
Cost: for free.

Duration of the class: About 4 hours, although if they wish, students may leave as soon as they have the website online and running.

What we learn: aprenderemos cómo descargar el software para la gestión de contenidos (WordPress), cómo utilizar un cliente de FTP (File Transfer Protocol) para subir ficheros a un servidor, cómo crear una base de datos y un usuario para esa base de datos, cómo instalar WordPress en un hosting, cómo configurarlo, cómo cambiar el diseño original de WordPress utilizando nuevas plantillas, cómo editar una plantilla y cómo entrar el contenido al sitio web. Si tenemos tiempo y todo sale bien a la primera, también veremos cómo abrir una cuenta en Google Analytics y cómo incluir los códigos de seguimiendo en WordPress para poder analizar el tráfico de la página web que habremos creado.

Example of some corporate websites created by our team using WordPress: www.fertilaiser.com, www.restaurantinsolit.com, www.sixtytwohotel.com, www.albumdigitalcanarias.com, www.biciescapa.com, www.top-noticias.com and of course, this blog www.montsepenarroya.com

What you need: While the class to follow and end up getting a perfectly functional website you must have the following

Having all this takes an active couple of days ... so do not wait to the last minute to buy it because it will serve to have it ready in class. A class you must arrive with the login and password control panel of the contracted accommodation. This will be sent by email when you make the hiring of hosting.

If someone does not want to buy a domain or hire a hosting but want to follow the class, you can do it anyway. I will live installation screen classroom.

If someone wants to start the installation without the class, here's a good tutorial on how:
http://info.cdmon.com/index.php?page=instalacion-wordpress&hl=esp in case of emergency we can see in class what happened.

What you learn in this class will serve to install any type of content management system (including electronic commerce). You will see how in a morning get a fully functional website!

Class language: It is possible that this class students of the Master is aimed at Euroasian International Business, if any of them do not speak Castilian class would be taught in English ... but do not suffer because'll going table to table checking what you are about doing and helping those who have difficulties.

If you are a student and the week of July 23 has not yet received the notice from the university and wish to attend this class, please send me an email.

See, a hug.