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The ratio of visitors to a website to the number of completions such as purchases or downloads is called the conversion rate. But how do you calculate the conversion rate and how should the value be classified?
First, let’s look at how to calculate the conversion rate:
Conversion rate is calculated by dividing the number of deals by the number of visitors and taking the result times 100. (Conversion rate = number of conversions / number of visitors x 100)
The result is a percentage and here the higher the better!
Typical conversion rates in online marketing
Online marketing experts assume an average conversion rate of 1 percent. This value means that every 100th visitor to a store buys something there. A successful online store, on the other hand, usually has a conversion rate of around 10 percent. However, no fixed top value can be determined here, as the conversion rate depends on many factors, such as the price and the product.
What can be said, however, is that an online store with cheaper 10 Euro products, for example, should have a higher conversion rate compared to a store that sells high-priced cell phones, for example.
Different types of conversion rates
However, a conversion does not only have to be a completed purchase, but it can also be actions on the website that are significant for a company such as filling out a form, signing up for a newsletter or registering on a website. Something is downloaded, such as an eBook or an app, or that users submit a rating.
The right period in view
It is also important to note that the conversion rate should be evaluated using a time period. In this way, the calculated values can be compared with each other. A period should be short enough to analyze individual phases but long enough so that random deviations do not distort the picture.
Focus on optimization
Conversion rate calculation is mostly aimed at optimizing something. However, don’t just focus on the conversion rate, because very few visitors to a website want to complete something directly. The path to a conversion usually requires several visits. Nevertheless, analysis in the context of defined time periods allows success to be measured and compared over the long term.
eBakery – your contact in performance marketing
As part of our services as performance marketers, we’re also happy to help you get up to speed on conversion rates. To do this, we take a close look at your project together with you. Please feel free to contact us as your performance marketing agency!
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
