Conversion and metric
Conversion and metrics
The concept of "conversion" is known to every marketer. This is one of the main tools can assess the effectiveness of PR-offers and advertising campaigns. Measurement occurs as a percentage of data that are selected based on the objectives of marketing research. In some cases it may be the number of users clicks on banners or contextual advertising, in others it is determined how many users who clicked have made a purchase . Besides that, the conversion is calculated according to other criteria - phone calls, registration on the resource, subscription to the newsletter, etc. So, we see that the essence of this tool is to determine how many people have completed the expected actions. And due to this, you can understand how effective the advertising campaign was. In the future, the marketer will use this information to improve commercials or banners, develop a more attractive slogan or brand logo, etc.
Conversion - the main aim
Meanwhile, you sould not think that conversion is the main goal. Recall that this is just a tool aimed at studying the work of the site, finding and eliminating errors. Errors can be caused by a variety of factors:Poor quality content;2) Poor usability;3) Slow work site;4) Too much advertising;
Unattractive or incomprehensible interface.
And for an online store, can also be added such factors as poor service or slow order processing. Let us examine a simple example explaining what a conversion is and what role it plays . Let's consider the work of the online store. 1000 visitors come to it per day. It would seem that this is a good indicator. However, only 2 people make a purchase. The question arises - what is the point in 1000 visitors, if 998 of them leave the site without bringing him any profit? This indicates low efficiency. A reasonable indicator is considered a conversion of 2-3%, that is, out of 1000 users who came to the site, 20-30 people make a purchase. At the same time, this is an average indicator, and it may differ for different business areas. Consequently, the conversion needs to be increased, but it should be done through changes in the resource that will lead to a greater number of potential customers. Some site owners, and sometimes marketers, focus their attention on increasing the number of visitors, that is, traffic. They use various SEO tools, can change the design of the site, but there are still no buyers. Why? Perhaps the whole thing in the price of goods. If the online store has enough competitors, where the same products are sold at a lower cost, then it is logical that users will turn to competitors.
What factors directly affect the conversion?
Among the most common factors we can sign out the following:
- Keywords that have been selected to attract visitors. Sometimes these words can be misleading, which leads to leaving portal page by client;
- Page mismatch. Visitors enter it, but almost immediately leave without making a purchase. The reason for this phenomenon may be, as mentioned above, overpriced prices or an inconvenient order form. Also, the pages may not have the required information, or it is incomplete;
- Unattractive site. If the percentage of user returns is less than 10, it means they dont not like the resource;
- The time of visiting the portal is less than one minute, or just a single page view. Here, problems can be, among other things, inconvenient design, incomprehensible interface, difficulties with navigation through the site, etc . That is, the person simply did not find the required information or could not make the transition to other pages. Another reason for this behavior of users may be in the wrong marketing policy, when the owner of the resource is chasing traffic and attracting a non-target audience;
- The presence of advertising or links leading to third-party resources. An example of this is that a user has logged on to your online sports nutrition store, and on the page there is a banner ad leading to a competitor’s site. The visitor passes through it, gets on the portal of a competitor and makes a purchase there. Therefore, it is worth considering whether you need additional income on advertising, if because of it you lose the main income;
- Low-quality website design. Often resource owners hire freelance designers at budget rates. As a result, they get a sample and frankly cheap design of their portal. It seems that everything works, but it can alert the customers. If the design is clearly cheap, it may give an idea that the quality of the goods in this online store is low;
- In addition, there are a number of other factors affecting conversion.
Evaluate site traffic helps metric. But, unlike the conversion, it shows the overall statistics, that is, the number of impressions and conversions. This is also a tool, which helps you to determine how many visitors came, where they came from, what pages they visited, how much time they spent on the portal. All this data you can use to increase the conversion. Why else should take into account the efficiency of impact? Besides the fact that it helps to increase the level of sales, you can also correctly distribute the budget for the advertising campaign. Suppose you order advertising somewhere, pay for each transition to your website or in general for a banner. Regardless of whether the visitor makes a purchase, you will have to pay for marketing services. But if the conversion is weak, it means that a non-target audience comes to you. Consequently, you simply lose money by paying for something that does not bring results. Thus, you will be able to identify ineffective methods of advertising for your resource and abandon them, saving the budget. And remember, 2% conversion from 1000 visitors is much better than 5% from 100.