A conversion is generally understood to mean a transformation. In online marketing, a conversion is the transformation of a reading, interested visitor into an active visitor. The best way to achieve this conversion is through the targeted placement of Google Ads, banner advertising or in social media. A conversion does not always have to be a purchase. There are different types of conversion:
Registration of a user to the newsletter
Download of further information about your products and services by a user
Creation of a profile or user account
Purchase of your products or services
Sharing of your content on social media by the user
User clicks on related links on your website
Why do you need conversions in online marketing?
Websites have different goals, e.g. providing information, selling goods, generating revenue or simply entertaining visitors. With an evaluation of your set conversion goals, you can regularly analyze whether you have achieved them. For example, if you sell products online, you can evaluate the number of sales after each visit to your website. If you provide your users with purely informative content, you can analyze your conversion based on the number of visitors to your website. The conversion always provides you with information about the current status of your set goals and you can still optimize here if necessary.
What is a conversion rate?
Conversion rate is the measure of conversion. It is an important KPI, i.e. a metric that indicates the percentage of people who visit your website and become a customer through a conversion, for example. In our example, it indicates the percentage of people who became your new customers. The conversation rate is calculated as follows:
Fig.1: Calculation of the conversion rate
What is a conversion funnel?
The word “funnel” comes from English and means “funnel”. The goal of the conversion funnel is to maximize the number of completed conversions so that revenue can be maximized with the available budget. A conversion funnel is a series of steps that a user must go through before a conversion occurs. Surely you’re just realizing why this is described with a funnel. Because not all prospects will follow the path to completion. At the top of the funnel, only the remaining users remain, who in the best case will become buyers. The individual steps of the conversion funnel can look as follows:
User reaches your product page via organic search
Click on an internal link to further information on your website
User adds your product to the shopping cart
Shopping cart: registration/guest order and payment process are executed
You get a purchase deal
How can you measure conversions?
In order to measure the success of your conversion and get an analysis of whether you are achieving the goals you set for yourself, there are several options available to you for evaluation:
Internal tracking via script Online stores and content management systems offer scripts that output data about user behavior on the website; depending on the provider, the information collected is then displayed in the back end.
Tracking with third-party providers Third-party providers offer scripts that need to be integrated into the website. When they are activated, they collect all relevant user data on Internet sites. This data is then analyzed on the script provider’s server. The use should be indicated to the visitors of the website in any case. One of the best-known tools for this purpose is Google Analytics, for example.
Web server log analysis The log analysis via the web server is not very informative for a later optimization of the conversions. Here you only get an evaluation of the accesses to your page, but not how many conversions were ultimately completed.
What is a conversion killer?
In marketing, conversion killers are all factors that impair conversion. Negative factors are mistakes in the implementation of marketing measures, as well as tactical corporate and economic blunders. Conversion killers are drastic mistakes in website design and creation, marketing and search engine optimization (SEO), and company presentation on the web. Low pagespeed of the homepage, lack of Responsive Design or little relevant content are among the biggest conversion killers. From your own experience, you surely know that websites that take a long time to load and are not displayed correctly on your smartphone are not considered very trustworthy. For this reason, always make sure that the basics of your website are always optimized and that you provide your users with meaningful, informative content with added value. Then it also works with the conversions 😉
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