Marketing and Business Intelligence

What is the web conversion rate?


If you have a website or an online business, both services and ecommerce, and you want to obtain more sales or contacts, you should know what the "conversion rate" is and how to work it. But what exactly is conversion rate and how can we improve it?

The conversion rate is the result of dividing the total number of users by the number of conversions that are made.

It is important to note that to obtain a high conversion rate, we must first achieve an optimal web design so that the user feels confident while browsing. Subsequently, it will be necessary to work Positioning strategy to get the best conversion results.

What are conversions?

These are the actions that we want the user to perform on the web, such as making a purchase, making a call or submitting a form.

Kpis or performance indicators to evaluate the conversion rate

Not all conversions must be sales on a website. Downloading, form submission, or exceeding a certain number of users can be good performance indicators.

As a basis to be able to draw up a conversion strategy, we must establish relationships.

  • Total number of users / budget request
  • Total number of users / make call

For example, if on a certain landing page we have 100 users in a certain period of time, for example, a week, and we have obtained 1 contact via form, then our conversion rate would be 1%.

The conversion rate is 1/100= 0,01. 1%.

Before going into what actions to take to improve the conversion or CRO [Conversion Rate Optimization] on your website, we must take into account at least these three parameters.

  • Set target landing page
  • Determine the kpi to evaluate the conversion
  • Set a date range

How to see the conversion rate?

Through Google Analytics (GA) we can configure objectives to start evaluating these actions. A basic goal is to measure the number of form submissions, for example by redirecting the user to a thank you page, and create a “target” goal in GA. In this way, every time a user submits a form they will be redirected to the “Thank You Page” and a goal will be recorded in GA.

Remember that you can create segments in Google Analytics to further narrow down your study area.

Within the GA tools we will go to Administration > View > Objectives > Create new Objective.

analytical objectives.

Later, we will be able to see this data in the side panel in the Conversions section. Also, if we go to the section on Behavior > Site Content > Landing Pages we can establish in the “Conversion” column the objective that we want to evaluate.

objectives and sessions analytics

Tips to improve conversion on the web

Here are some actions that have been shown to significantly improve the conversion rate on a web page.

Define the value proposition

This section is the most basic part of any business and if you have built a website you should already have this aspect more than clear.

In summary, the value proposition consists of making it clear why the customer should choose your service or product.

Suppose we have a transport agency but we do not serve individuals and that we are focused on reducing logistics times for companies. this would be ours value proposal, which we must highlight in our strategy.

Know your client

Promote what interests your customer. In the case of our transport agency, our content should be aimed at companies and not at individuals.

Get qualified traffic

In this section we must choose very well the keywords by which we want users to find us. If our transport agency is oriented towards construction material companies, we could opt for keywords such as “large volume transport”.

Whether we opt for a digital workplace strategy SEO as if we do it for SEM, the choice of “inbound” type keywords can increase the number of qualified leads exponentially.

Going back to the example of our transport agency, choosing “transport agency” as the keyword is not the same as “sending merchandise to the port of Barcelona”.

In the second choice we are choosing a keyword that gives answers to a specific problem of our potential customers.

Optimize the landing page

A very important factor is the landing page for the user. These pages optimized for conversion are characterized by eliminating all the elements that can distract the user from the main action such as submitting a form. For this, it is usually very recurrent to eliminate typical elements of a website such as menu, footer or links to the post of the blog. Having a fast page load is also very important to improve conversion.

In short, we will try to ensure that the user has the least number of possible options and makes the least number of clicks within our website, guiding the user towards the objective and thus facilitating the conversion process at all times.

Facilitates the use of the web

A clear example could be sending a form that, due to business needs, requires many fields. In this case we can choose to make a paginated form where we can distribute the form fields on several pages to make the process more enjoyable. If in another case we have a commercial department we can choose to put a simple form so that the user leaves us their telephone number and that our commercials make the call.

Obtain quality leads or potential customers

Other techniques that we must work on to obtain the greatest number of leads are actions such as offering gifts or promotions. These actions are usually the most common but we must not neglect our current customer base. By using the email marketing we can promote recurring sales or services.

don't sell smoke

We must be faithful to our service and not create false expectations in our potential customers, so we will avoid fraudulent headlines and try to faithfully describe the quality of our product or service.

A picture is worth a thousand words

Sometimes, showing explanatory graphics or videos of our products or services can mark a qualitative leap in the conversion of our website. These elements help users quickly understand what they are going to hire.

Inform your potential customers

Creating a section of frequently asked questions can help consolidate a new lead. Try to briefly and concisely explain the main problems your customers face, giving clear answers to recurring questions. And of course, show your contact always visible to give confidence to your customers.

Our customers also sell

Using the testimonials of our previous clients is something that transmits a lot of confidence to our future leads in the same way that the evaluations of the product generate an image of guarantee. On the other hand, having a portfolio o List of regular customers is a good practice to gain trust.

Use of a good CRM

Entering the leads obtained on the web in our CRM we can generate a good database of possible clients to be able to carry out subsequent actions of inbound marketing through, for example, the use of our Newsletter . It is important to remember that we must have accepted the privacy policies in our forms and leave it registered in the CRM to comply with the law in future actions. Zoho CRM together with ZohoForms they work great for this purpose.

Chat or phone?

Having a quick contact on our landing page is always a synonym of trust. Telephone contact is the most reliable of all but it also generates higher costs per lead as it requires staff to manage it. On the other hand, using a chat can be a much more agile strategy, but beware of infinite bots as they can ruin previous work. There are personal chats that are easy to implement, as in the case of Zoho Sales IQ that offers an online agent to give quick answers to users.

Page design

It is worth remembering that the design of our landing page can go beyond eliminating distracting elements. We must use the main part of the page to offer the most important information of our message and prevent the user from getting lost in the scroll of the page. Therefore, try to shock your user at the beginning of the content.

Although it depends on the sector, mobile traffic prevails over that of other devices, so you should not ignore responsive design as well as create landing pages that load very quickly on these devices as well.

Landing pages dedicated to pay per click ads

If part of your strategy is based on the use of AdWords or similar pay-per-click platforms, make sure that those who visit the website have the target landing page for the conversion as their destination and that this page is fully optimized.

Analyze, analyze and analyze

Heat maps like Zoho PageSense or tools like Google Analytics can give you very valuable information to make changes to your website.

Heat maps help us understand user behavior, attention zones or where users click the most. From this data we can modify the design of our website to improve conversion.

Google Analytics helps us understand which pages we should focus on in our strategy.

  • Review the traffic of our website to know which page is having the most traffic in a period of time.
  • Study user interaction on those pages.
  • Make modifications.
  • Study the conversion on these pages.

For example, we look for the page with the highest organic traffic in the last few weeks (check the positioning of the keywords for which we receive this traffic to guarantee that it is “not a flash in the pan” and we stay in that position on a regular basis). We apply heat maps and study user behavior.

We modify the design of that page avoiding distractions, adding elements that call for action as CTA's.

We measure conversions and heat maps again.

We repeat the steps until we find the design that has given us the highest conversion.

A / B test

These tests allow us to see what options users prefer on the web. For example, we can create a simple A/B test by changing the color of the contact button to 50% of users in one tone and the other 50% in another color. We can segment the test by type of user, paid or organic, and analyze which option has the best acceptance, which will give us clues to determine the design of our landing page.

Zoho PageSense and Google Optimize are two powerful tools that can help in this purpose.

Summary for the improvement of the Web conversion rate

Improving the conversion rate not only implies knowledge but also work and perseverance. To do this, remember the following.

  • Analyze your website and draw conclusions
  • Create fast landing pages
  • Make things easy for your users. Simplify the conversion process
  • Describe the most relevant information in a clear and visible way
  • Conversion-optimized landing pages
  • Inspire confidence. Show the opinions and ratings of your customers
  • Build trust by talking about your company
  • Offer different forms of payment
  • Do not forget your customers and resort to email marketing in a worked way. Sales from customers who have already trusted you is usually a regular source of income.

Companies that work the conversion rate

In this directory you can find a large number of companies dedicated to improving web conversion

Job Title
What is the web conversion rate?
Article name
What is the web conversion rate?
Improve the conversion rate of your website with a few simple changes. Study, analyze, apply changes and increase conversions on the internet.
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