Anyone who does business on the Internet has heard such a word as conversion. Sites with high conversion are more profitable, as they are visited by a large number of potential buyers.
Website conversion and its varieties
Conversion (CR) is the ratio of visitors who bought or ordered a product, registered or called to the total number of all visitors for a certain period of time. Conversion is expressed as a percentage. There is a special formula for calculating this indicator. To effectively increase this figure, and, consequently, attract customers, you need to understand the types of conversion. The most common are:
- a click on a banner or link,
- an order,
- registration,
- filling out an application form, questionnaire or other form,
- subscribing to a newsletter,
- a phone call,
- visiting a certain number of pages, etc.
Measuring Conversion Rate
The resource should have a Yandex. Metrica counter — a visitor recorder that allows you to determine conversion and evaluate the effectiveness of a promotion campaign. The system calculates what share of website visitors performed a particular target action, in particular: reached the desired page, visited pages that can be considered key, clicked the order button, downloaded a product catalog, etc. The counter is capable of recording up to ten different actions.
How to increase CR
Efficient customer acquisition is possible if the website is easy to use. To do this, you need to
- speed up the loading time and operation of the resource,
- create and post useful unique content,
- use adaptive design for identical display on computers and mobile gadgets,
- optimize the structure and usability,
- write calls to action (words: order, buy, call, etc.);
- personalize the web resource.
To increase user response, you should follow simple rules. The shopping cart should be visible immediately. Visitors should be able to contact store employees in several ways, share news from the resource in social networks by clicking the "share" buttons. You should also use multimedia capabilities by posting product presentations, video reviews, but they should not weigh down the online store too much and slow down loading.
In general, attracting customers is impossible without the following work, which should be performed by professionals: usability audit, marketing analysis of the market segment and target audience, content quality assessment, SEO promotion.