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.

19 to 23: The UB Juliol dedicated to Digital Marketing Tourism

This July 19, as part of the training sessions at the University of Barcelona called "the Juliols"I interesting course is dedicated to start Digital Tourism Marketing in which I have the pleasure of participating.

This course consists of 4 sessions devoted all the Tourism and Internet and it has been organized by the Director of Master in eTourism the CETT.

Las jornadas tienen como objetivo estudiar la combinación de las técnicas tradicionales de comercialización turística con las técnicas más avanzadas que se llevan a cabo a través de Internet. Se tratarán temas tan diversos como la posición del Turismo en un mercado globalizado, cómo debería ser el sitio web de una empresa turística, cómo atraer tráfico a un sitio web turístico, cómo convertir las visitas en contactos comerciales o en clientes y cómo fidelizar a los clientes gracias a estrategias online.

Mi participación será el día 20 de julio, en el apartado dedicado a la conversión de visitas. En mi clase veremos las main techniques that will help us maximize the conversion of visitors into customers when they reach the website of a tour company, as well as some real cases that improving usability and persuasion of a website has doubled the number of bookings made directly to a hotel. We see also web analytics applied to increase conversion.

For more information about the course and to know all the papers (from my point of view, are quite interesting and essential): Digital Marketing for tourism businesses .

See you at the University of Barcelona.

Learn how to get the most out of the "Comparison" feature Google Analytics

This article will try the following:
How do I activate the "Compare" function? and How do I can get the most out?

During March 2008 Google has launched a new feature in Google Analytics: Benchmarking Comparative or (in English versions). This function, which is still in beta, allows us to compare our statistics with those of companies operating in similar markets, comparing data anonymously.

We can compare data are as follows:

  • Our visits and our page views, compared to other pages in our industry and with similar sizes.
  • Time that visitors stay on our website, compared to staying in other pages similar to ours and as bounce rate.
  • The number of new visits that are able to attract, compared to those who reach other sites.

How active function Comparison:

First you have to tell Google Analytics you want to share your data anonymously. This will entitle you to gain access to comparative data. To activate the "data sharing" You must enter your Google Analytics, and before going to see the report on the same screen (in the "Settings of Google Analytics") search a link called "Edit Account and configuration data sharing "(it is in the middle top) and enters.

Once inside, select the "Share my Google Analytics data" and then activate "Anonymously with Google products and the benchmarking service".

It is done. Within minutes the new service will be activated ...

You will see the results if you enter "View Reports" (the control panel that normally you access to see your stats) and you click on "Users" in the left menu. You will see that on the menu under "Users" will appear a new feature: "Comparatives (beta)". Click on this link to access comparative. You will see the data that Google Analytics compares you as graphic gray overlay to your data.

But your job is not finished ...

How do I can get the most out?

Do not settle Google Analytics data gives you compared with other sites of a similar size to yours. Interested comparison is with the companies of the same sector.

Let's see how you indicate the topic of your website.

You must do the following:

On this same page (the "Benchmarking (Beta)"), look for a link called "Open category list" (in the upper central area) and click on it. Once inside select your sector and displays the list to select a subsector and if possible, a hierarchy. In our case, for example, it would be to select:

Business -> Advertising & Marketing -> Marketing Services

You will see that when you choose your category, the graph of comparative data more responsive to your graph.

Now you can start analyzing your data against which to offer.

You should get the following:

  • graphs of page views and your users should follow the same pattern as those of the comparative. If not, something is happening and you find out.
  • El ratio de páginas vistas por usuario debería ser el mismo (o superior). Si no lo es, márcate como objetivo conseguir el mismo ratio y emprende acciones para que así sea. Por ejemplo: mejorar la usabilidad de tu site, incluir textos que persuadan al usuario para que navegue más, incluye contenido interesante que pueda complementar la información que el usuario busca en tu página, etc.
  • El porcentaje de rebote o número ratio de usuarios que abandonan tu site debería ser igual o menor que el de la comparativa. Si no lo es, algo falla: o bien estás atrayendo usuarios a tu página web que no son tu target (tu público objetivo) y por eso se van sin navegar, o algo pasa con la gente que llega a tu web. Tener este ratio elevado a veces puede ser indicativo de fraude en las campañas de marketing (la gente entra pero no navega… hay empresas que se dedican a pagar a falsos usuarios para que hagan esto y ellos se enriquezcan con los anuncios que muestran en su página web). Analiza este ratio por palabra clave, por campaña y por cualquier tipo de segmento que puedas ver desde Google Analytics, y descubre por qué está por encima de la media.
  • The average time on your site should be equal to or higher than the comparative. If it is not, again you need to review the content, usability and persuasion of texts.
  • The number of new visits should also be equal or higher. If it is not, something happens on your site: either no action is marketing to attract new users, or you need to analyze everything that relates to attracting new users and traffic sources to see what's wrong.

My recommendation is to do comparative tracking for a while and go performing corrective actions so that your data are equal or superior to it.

Google has published a complete Questions and Answers about this service.

You can read it by clicking here: Questions and answers about Google Analytics and Comparative Function


Find out what is the conversion rate of visitors arriving through a search engine

A study by WebSideStory reveals conversion rates to client visits come from search engines.

Most marketers agree that the conversion ratio of customer visits is one of the metrics to follow monthly and to try to improve day after day with actions to optimize their sites and campaign optimization actions. But when you already have that ratio, we miss the power compared to other sites, to see if it is above or below the average.

Last week, WebSideStory published a study on conversion averages customer visits, the four major search engines.

The study was conducted from statistics collected by the websites of electronic commerce B2C (business to consumer end) using WebSideStory HBX as of analytics software.

The study analyzes data from millions of users who visit these pages and includes data on both organic positioning come as buying traffic keywords. Total analyzed sites totaling more than 3,000 million dollars in annual sales.

The study shows that during the month of January was the AOL search engine which got more customer conversions on ecommerce sites (6.17%), followed by MSN (6.03%), Yahoo (4.07 %) and Google (3.83%).

Una posible explicación para entender el hecho de que los ratios de conversión de usuarios de portales generalistas sean mayores que un portal orientado 100 % a búsqueda podría ser que los portales que además del buscador incluyen otros contenidos y servicios, atraen a un tipo de usuario que está más predispuesto a comprar. En cambio, los portales como Google, 100% enfocados a búsqueda, atraen más a gente que busca información y que tiene menos intención de compra.

El estudio muestra que los cuatro grandes buscadores ofrecen ratios de conversión mucho mayores que el resto de buscadores: el promedio de conversión durante del mes de enero 2006 para el total de buscadores fue de 1,97 %. Cifra que contrasta con el 2,30 % que era el promedio de los 3 últimos meses del 2005 (aunque es normal que el índice haya bajado, ya que en esta última cifra se incluye la campaña de Navidad 2005).

Another consideration about this study is that the conversion ratio of e-commerce sites that have been analyzed are certainly above average for the sector. This is because the fact of using HBX web analytics as a system allows them to optimize their sites to maximize customer conversion users:

  • On the one hand, using HBX web pages have already abolished search campaigns that are not financial performance.
  • On the other hand, this type of software allows to know step by step what users do on their websites and can, for example, to know which parts of the forms users abandon their purchase, which allows them to modify forms the maximum number of users reaches the end of the purchase.

Still, the study is interesting and allows us to place the figures obtained from our website or by our customers in a much larger context, and to know that if we improve to increase it, or whether we should congratulate ourselves for being over the average.

A final consideration about the study: The study was conducted based on e-commerce websites mainly the United States. Hence the ratio of AOL is so high. It would be interesting to have this same study, but with figures that refer to electronic commerce in Spain ... the question is: would we see Terra appear among the seekers of higher conversion?

The data:

Average conversion ratio for the 4 major search engines, e-commerce sites in January 2006:

AOL: 6,17 %
MSN: 6,03 %
Yahoo: 4,07 %
Google: 3,83 %
average figure of all search engines: 1.97%

More information about the study Internet News and in Websidestory