“Conversion” is probably the favorite word of today's internet marketers. When it comes to an advertising platform or a new marketing product, the question immediately arises: "What is your conversion?" Let's look at what this concept is.
For starters, a definition. In the general scientific sense, conversion is a change, a transformation of something. This term is widely used in chemistry, physics, economics, medicine.
And in Internet marketing, conversion is the ratio of the number of visitors who have performed some targeted action on a site to the total number of visitors to this resource. Targeted actions can be set in a variety of ways: from simple registration on the site to the purchase of the proposed product. Conversion level means how much visitors are willing to interact with a business that is promoting on this resource.
To determine the level of conversion, you need to calculate the percentage of the total number of visitors to the number of visitors who completed a certain action. For example, if 100 people visited the site during the day on advertising and 3 people made purchases, then in this case the conversion level will be 3%. It is also possible to analyze in a similar way individual components: the quality of traffic, the conversion of individual pages of a resource, the quality of advertising.
Thus, conversion is a great tool for determining the effectiveness of a resource. Using simple calculations, you can determine how the site meets the needs of the target audience, whether visitors find what they need on its pages.
The increase in conversion depends on external and internal factors.
Internal factors include the following:
1) Internal content and information content of the site.
How easily visitors can find the information they need on the site, is this information attractively framed?
2) Motivation of visitors.
Are the benefits from the purchase of goods on the site convincingly voiced?
3) The culture of communication.
How quickly and efficiently does the service center receive orders from visitors?
4) The smoothness of business processes.
Is everything thought out and adjusted in the scheme of order-receipt of goods?
If everything is in order with internal factors, now the increase in conversion depends on external components. After all, potential customers can get to a certain resource only after learning about it from any sources of information: search engines or advertising. It is necessary to evaluate the availability of a resource by several parameters:
1) How many people have the opportunity to see ads and go to the site? This directly depends on the quality and attendance of the advertising platform on which the ad is spinning.
2) How many people eventually follow the link to the desired site? It depends entirely on the attractiveness and appearance of the ad itself.
3) How many visitors who went to the site are really interested in purchasing a product or service. The decisive role here is played by the correspondence of advertising to the needs of the target audience. Indeed, it’s not at all difficult to increase the total traffic: just place your ad on the first pages of search resources. But this will not affect the quantity of goods sold if most of the visitors leave the site in the first seconds.
According to expert estimates, in RuNet, the average conversion percentage is from 0.3% to 3%. The main ways to increase traffic (site traffic) are to actively use high-quality banner and teaser ads, place contextual ads, work on optimizing the resource for search engines and increase the external attractiveness and information content of the site. After all, conversion is, figuratively speaking, a litmus test of the effectiveness of promoting an Internet project.