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7. CONVERSION RATE, WEBSITE CONVERSION ANALYSIS

Let's talk about success! Each website and in particular the online store are created to achieve success. By achieving success we mean selling products or sending an offer or even downloading an application form. Websites have their objectives which shall be measured. Each and every marketing activity is undertook to fulfill all possible goals goals and achieve success.

The key feature of Google Analytics is to measure your success.

Recorded conversion is Google Analytics indicator of success. Converting means nothing but the desired event performed on our website. In case of an online shop it is about placing an order. If it comes to other type websites, conversion may be defined as a request for quotation. Number of conversions is the measure of success.

Verifying the conversion rate is an everyday basis activity. It is an indicator of customers percentage from across the whole pool of users who have generated an event considered as a success. Conversion rate is about our effectiveness and this is why it's so importnat. If you have a 3% conversion rate it means that approximately 3 out of 100 visitors should make a purchase or perform other events defined as conversion. Knowledge of this kind is essential for your marketing activities.

TYPE OF EVENTS CONSIDERED AS CONVERSION IN GOOGLE ANALYTICS

Shopping conversion rates, e-commerce

  1. shopping in an online store - this event records any transaction an purchased goods details.

So called Goal Conversion Rate

  1. visit on a particular subpage of the website (e.g. page with acknowledgement for sending the form, acknowledgement for registering an account),
  2. specific session duration,
  3. number of subpages opened during a single session,
  4. selecting specific elements at the website - event.

Differences between e-commerce conversion rate and goal conversion rate are significant. Goal conversion rate is one of the relatively simple functions to evaluate simple facts about occurrence of an activity. The mechanism bases on assigned page URL addresses or figures of time and amount or number of pages per session. Even the most sophisticated target uses the event mechanism in Google Analytics. Contrary to goal conversion, the e-commerce conversion is a complex and powerful mechanism requiring additional configuration (mentioned in chapter 4). Effort put in enabling e-commerce is to bring benefits in the form of useful reports.

WHY CONVERSION ARE SO IMPORTANT?

The thing about a website is that we cannot see who is the visitor. Running an online shop entails consumer behaviors studies even if its based on a simple observation. Special tools are necessary to have insight into customers online activities. A conversion study is one of these tools to indicate your success. The aim of the work of marketers is to increase the number of conversions and consequently the conversion rate.

HOW TO IMPROVE THE CONVERSION RATE?

Struggle to improve the conversion rate is a very broad subject. There are innumerable factors that affect conversion.

Please note that for conversion rate correspond to the following issues:

  1. the ease of making a purchase,
  2. competitiveness and the completeness of the offer,
  3. fitting an appropriate target group,
  4. website technical performance.

Number of conversions corresponds directly to the number of website visits. All of your marketing activities are important.

Conversion rate is a individual factor for each business. Don't compare yourself to others. Always compare yourself with your former state and struggle for continuous improvement.

In the following chapters, you will learn how to measure the e-commerce conversion and the goal conversion.

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