Image of chart showing example of registration and FTD conversion trends

Conversion Rate

Conversion Rate:

The conversion rate is the percentage of visitors who complete a desired outcome, such as registering for an account, buying a product or downloading a white paper. By analysing your conversion rate for different pages and by continuous (e.g. temperature)  and discrete variables (e.g. demographics) you can identify where pain points exist and what are the main factors that influence conversion.

Image of Google Analytics report showing conversion rate
Google Analytics showing conversion rate by acquisition channel

 

It is important not to solely focus on the conversion rate as it is only one metric and must be put into context with how it effects the bottom line. For an ecommerce retailer for instance it would also be necessary to monitor other metrics such as average order value, returns and revenues to optimise the site.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Conversion rate strategy – 10  strategies for successful conversion rate optimization. 

Process for CRO – 8 steps guaranteed to improve your conversion rate.

Web analytics – 18 free & paid web analytics solutions.

Over 300 resources reviewed – Digital Marketing Toolbox. 

Digital Marketing and Insight