Conversion Rate is nothing more than the percentage of users who have made a conversion, that is, have achieved a goal.
Conversion can be represented by various actions ranging from buying a product, in the case of an eCommerce, for example, to filling out a form to request information or to sign up for a newsletter, to taking any action on the page.
This is a particularly important KPI to monitor as it allows us to immediately understand the performance of a campaign or marketing activity and to intervene promptly with changes if it becomes necessary.
When analysing the performance of our marketing campaigns and activities in terms of conversion, however, we must not forget that there can be numerous factors that contribute to improving the conversion rate: from optimising the users’ browsing and buying experience, to defining an attractive offer for the potential customer, and, of course, to carefully defining buyer personas and choosing the most effective marketing activities and strategies to reach and engage them.
Here, then, is how an effective marketing automation and web personalisation strategy can be two winning cards for improving the conversion rate of one’s website/eCommerce.
When analysing the conversion rate, it is important to remember how there are no standard values against which we can define a high or low conversion rate.
It is, in fact, always important to contextualise the conversion rate as a function not only of the objective we wish to monitor, but also of the target audience and the sector it belongs to.
It is thus advisable to always keep an eye on, not only the overall conversion rate of our site or eCommerce, but also that of specific campaigns and traffic channels.
The conversion rate is calculated by dividing the number of conversions by the number of unique users, then multiplying the resulting value by one hundred.
