When creating a web page, the first thing to establish are the different objectives that it will have. They can range from informing, selling, or simply finding a number of targeted customers to invest in a company’s services. In order to measure the number of users who achieve this goal, This action is called “conversion”. This is where the different types of conversions come into play when it comes to web measurement.
What types of conversions are there?
The conversion it is the objective action carried out by a user within a web page for that purpose. To better understand the number of conversions considered as a rate for a web page, it is necessary to know the different types of conversions that exist: micro conversions and macro conversions.
By defining micro conversions, a metric is referenced for all user actions within a web page. That is, those actions that despite being important are not essential for a website. A great example of these actions could be the use of CTA buttons or watching a video.
However, there are also the macro conversions which are much higher priority for a website. Since they focus on the user actions defined as the final objective and allow the web page to fulfill its main function. These actions include making a purchase or subscribing to the web.
The objective of having conversions is that, thanks to this measure, it is possible to know the level of value that a website has. In addition, it focuses on analyzing the level of impact that one or more campaigns created to generate more traffic on the web may have.
By having a website and different campaigns that help increase the amount of traffic obtained, it will be necessary to know which campaign is more effective. To do this, micro and macro conversions are used as a means to understand and optimize the marketing strategy.
The conversion ratio or conversion rate, allows to identify the success obtained by a web page or by any of its marketing campaigns. It is set as the number of users who have performed a macro conversion during a given time and is calculated as follows:
- Conversion rate = (Conversions obtained / Total Visitors) x 100.
Benefits that the CRO can bring you
Conversion Rate Optimization (CRO) or Conversion Rate Optimization is known as the goal of a web page. Considering this, it is important to highlight that it offers a large number of benefits for a page and among those benefits you can find:
- Optimized traffic: One of the advantages offered by the CRO as a marketing strategy is the possibility of qualifying the traffic of a website. If a page offers a product, service or information that the user needs and provides an excellent experience, it achieves a macro conversion.
- Increased profitability of visits: Each web visit has a value if it is obtained through an advertising campaign. With the help of the CRO, you can make the most of the investment made in each visit of a user, to achieve the final objective.
- Increased profits: THE CRO allows you to increase the conversion ratio and obtain a more profitable online business, by having to invest less.
- Stop investing in campaigns: No matter how many investments are made in marketing campaigns to get more traffic, if you don’t get conversions, it’s a waste of time. However, the CRO has strategies that help increase traffic and conversions at the same time.
- Learn more about the buyer person or target audience: By using CRO strategies, it is possible to get to know the ideal client in depth, establishing a pattern on their behavior on the web. Thanks to these characteristics it is possible to establish better strategies to be able to implement them on a website and attract more customers.
The best CRO tools
Hotjar
Considered as a tool to analyze data, it allows you to collect information about the behavior of users within a website. Thanks to its use, it is possible to obtain essential data that helps the CRO and allows access to functions such as:
- heat maps: They make it possible to understand the areas of greatest interest to users.
- Visitor Recordings: Recording of the actual movements made by a user.
- Conversion funnels: Allows you to know the parts of a website in which users leave it.
- Form analysis: Includes latency time, unfilled fields, fields where the user abandons the form, and so on.
- feedback surveys: Helps to know the reasons why conversions are not obtained.
- feedback received: Include questions on the page for users to give their opinion about the layout.
- Surveys.
- Recruitment of test users.
This tool offers great functions for the following prices:
- Basic plan: For 2 thousand page views per day, for free.
- Plus plan: For 10 thousand page views per day, for €29 per month.
- Commercial plan: For 20 thousand page views per day, €89 per month.
AB Tasty
AB Tasty is known as one of the best quality marketing tools to optimize the conversion rate of a web page. It has a large number of solutions and functions such as:
- Session recording.
- Graphic editor.
- Heat maps.
- A/B testing.
- Content customizer.
- CRO in Android or iOS Apps.
Google Optimize
Google also has a tool to carry out different tests, belonging to its group of functions for marketing. In this case, Google Optimize has the function of optimizing the experience of web traffic with the help of data obtained through Google Analytics.
In addition, it focuses on A/B test results and segmentations so that experiments can be carried out based on web traffic. It should be noted that it also has the following advantages:
- Connection with Google Analytics 360.
- Deeper analysis with Google Analytics.
- It does not require code knowledge due to its easy visual editor.
- Personalized experiences by segments based on Google Analytics audiences.
Optimizely
Mostly known for being an A/B Testing tool, Optimizely allows you to customize content and test with multiple variables. It has a fairly simple interface to use and has a visual editor for the test page, in addition to its drag and drop function. In addition, it has other functions such as:
- Creator of audiences by segments.
- Integrates with other platforms like WordPress.
- Meter and analyzer of the results obtained.
crazyegg
This tool allows optimization of the conversion rate with the use of heat maps. These maps show the precise locations where users click within a web, to take advantage of these locations as strategies.
In this way, it is possible to know the behavior of the users and access reports on the location of their clicks, in specific zones or sections. So that it is possible to understand which are the areas of greatest interest or where users can invest a greater amount of time.
- It has plans of $24 per month for websites with up to 30 thousand page views per month. And it has a 30-day free trial.
look-back
Lookback is one of the most popular tools for CRO today. It has great functions like:
- Remote test.
- Test through prototypes.
- Recording of the entire experience for a user through any device.
Although it is not free, it is possible to enjoy a free trial version and its price is $29 and up, for each participant.
userzoom
UserZoom is one of the most important platforms, because it offers user experience management by companies. With its software it is possible to analyze the data collected on the behavior of users within a website. But it also allows you to obtain other functions such as:
- Create or manage tests, defining the order and the random level of each one.
- Manage images within projects.
- Manage redirections, in case of having obtained the maximum number of users.
- Customization of the test screens.
- Select the specific characteristics of the test, such as the duration, number of participants, browsers in which it can be carried out and others.
- Creation of studies for apps and for the web version on mobile devices.
- Data security.
- Integration with Google Analytics.
It has a wide variety of plans, but it also offers the opportunity to have a personalized plan based on the needs of the web.
In conclusion, each of these tools provides the necessary focus to be able to improve the CRO of a website. In addition, it is possible to find from free to paid options for better quality when choosing the one that best suits each need. Now that you know the different types of conversions that exist, it will be easier for you to apply the knowledge to your website. In , we are an agency specialized in the . Contact us if you need more information.
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