Conversion Rate: Find out what it is and how it is calculated –

Knowing the level of effectiveness that our different marketing strategies have according to conversions can be quite simple. But for this you need to know what the conversion rate is and how it works within the marketing statistics that we carry out.

The conversion ratio It is a percentage of the traffic that is on a web page or on a landing page, which perform the action expected by that page. This means that they make a conversion that helps generate a profit for the website in some way.

Among the conversions that a user can make, it is possible to find options such as:

• Finalize a purchase or acquire a service.
• Provide your contact information.
• Establish a contact with the company.
• Be part of the subscribers of a newsletter.
• Have interactions with a chatbot.
• Register on the website.
• Download some specific content.

Basically, the conversion rate focuses on providing the percentage of users who perform a necessary action on your website. And if you want to learn a little more about the importance or how this percentage works, keep reading.

Importance of the conversion rate

Carrying out a digital marketing campaign can be a real success or a total failure. However, the best way to know what the results are and how effective it was is through the conversion rate. Thanks to this measure, the number of measurable actions carried out on your website is known.

It is for this reason that the conversion rate is considered to be very important, taking into account that it helps to know if a campaign is effective or not. In that way, companies can stop investing in marketing strategies that do not have positive results and focus on more effective options.

Types of conversions that can be measured

Since the conversion rate can be used to calculate if a campaign is working and also to know if an advertisement is working, there are several types. Among the most accessible that are available you can find:

• Overall Ratio: This measurement is used to know how many conversions a web page can achieve with all its campaigns.
• Of Specified Channels: It helps to know which platform is generating the most conversions.
• Web pages: Ideal to know the landing pages that generate more conversions on your website.
• For individual campaigns: It allows you to know which ad works best as a marketing strategy, generating the greatest number of conversions.
• By individual keywords: This ratio allows you to know which is the keyword that generates the highest conversion, in order to invest more in it and have better results.

How to calculate the conversion ratio?

Although it seems somewhat complicated, calculating the conversion rate is a fairly simple process. Since it depends on two essential data to know the result: The number of visitors to your website during a period of time and the number of conversions during that same period.

This establishes that the formula to calculate said percentage is as follows:

• Conversion rate = (Conversions / Visits in total) x 100.

If we want to give an example, we establish that a web page received 1000 visits in a month and a total of 150 conversions. Then:

• RC = (150 / 1000) x 100 = 0.15 x 100 = 15%.

The best thing is that it is not necessary to make this account every time you want to calculate the ratio of your web page, because there are tools that do it for you.

How to increase the conversion rate?

There are some consultants that have defined that the level of conversion rate that a web page must handle must be less than 12%. While the minimum percentage must be above 4% or it is necessary to change the strategies for it to work correctly.

However, if you don’t have a conversion ratio between these two percentages, We have brought you some tips to increase a percentage:

• Get the emails of your users to use them in email marketing campaigns, since the conversion rate is usually higher than the .
• Use strategies like free shipping, that attract users to invest by being able to save.
• Offer discount coupons to your regular buyers or new users, they tend to attract attention to invest for the first time or on an ongoing basis.
• Use different payment methods available, so that more users can buy comfortably.
• Use accurate but complete information about products or services. So that nothing is left to the imagination, but without the need to overload the content. Be precise.
• Improve the content of the web page, focusing mainly on showing the benefits of what it offers.
• Simplify the structure of your website.
• Do not ask for more data.