Conversion rate? The first time you might hear this term you might think how can a conversion has a rate? …it might sound difficult to understand, but in reality, the conversion rate in digital marketing is one of the best ways to measure the performance of your advertising campaigns.
Although that there are thousands of ways to measure the performance of your advertising campaigns, like click-through rate or cost-per-click, but conversion rate measures the performance of your marketing campaigns through another angle and that is, it describes how good your marketing is at getting people to do what you want them to do (Call to Action), in another way, the higher your conversion rate, the better your marketing campaigns are!
Since conversion rate in digital marketing is important, in this article, we’re going to discuss what is conversion rate in digital marketing, are there types of conversion? How to calculate conversion rate in digital marketing, and —most importantly—how to improve your conversion rate.
What is meant by conversion rate in digital marketing?
As we discussed in the previous lines, the conversion rate is the percentage of customers or clients who visited your websites, and accordingly, they made an action that you desired them to do, this action can be, link clicks, buy something, or any goal that you wanted them to achieve.
The higher the percentage of these customers, the higher the conversion rate, and the better and the more successful your marketing campaign is.
Customers who made the conversion were attracted mainly by two things: the authenticity of your content, and what you have to offer, and the beautiful design of your website.
Types Of Conversions
As we mentioned above, there are different types of conversion in digital marketing, it depends on the type of your business, and the target audience as well as the action that you want your customers to do when they visit your website.
And here are some types of conversions in digital marketing:
- Making a purchase
- Completing a form
- Contacting your business
- Engaging with your online chat
- Signing up for a subscription
- Registering on the site
- Downloading something From Website
- Upgrading their service
- Engaging with your site in some way whether spending more time on websites, repeat visits, surf through different pages.
What is a good conversion rate in marketing?
Now you have to ask yourself, what does it mean to have a good conversion rate, Although, conversion rate varies from one industry to another and from one business model to another, the easiest way to answer the meaning of having a good conversion rate in digital marketing is the higher the rate is the better your marketing campaign is!
How do you calculate the conversion rate?
It is fair to say that calculating conversion rate is very easy, there is an easy formula that you can use and that is:
Conversion rate = (conversions / total visitors) * 100%
All you have to do is divide the number of conversions you get in a given time frame by the total number of people who visited your site or landing page and multiply it by 100%.
You can also, set up your tracking right, there is a lot of online advertising and analytic platforms such as Google Ads, Facebook Ads that can actually show you your conversion rate right in their interface.
One of the best things about conversion rates, besides that the fact that it tells you how good your marketing campaign is, it can help you be as specific or as broad with your conversion rate as you want to be.
The following few lines will give you a quick example of different types of conversion rate you can use and ways you can use this data to examine performance, Here are a few different types of conversion rate:
- An Overall conversion rate: It indicates how well your website can convert traffic from any source.
- The Marketing channel conversion rate: It Describes is Google ads traffic or Facebook ads traffic more like to convert?
- Page-level conversion rate: It shows which page on your website is more likely to convert traffic better.
- Campaign conversion rate: It shows if your targeting changes affected your conversion or not.
- Individual ad conversion rate: It shows if your content and copy-writing need to be improved or not.
- Keyword conversion rate: it indicates which keywords worth the money you are paying in your marketing campaigns.
How to improve your conversion rate?
Improving your conversion rate means that you have to raise your conversion percentage and that can only be done through increasing the traffic to your website, not only any traffic, but traffic with meaningful actions that benefit and grow your business, whether it is purchasing order, filling up a form, or contacting with an online chat.
What Makes A Low Conversion In Digital Marketing?
Since a high conversion rate is getting higher because of your campaign’s content and your well-designed websites, a low conversion happens for the same exact reasons.
A low conversion rate could point to either of these problems:
Your website design and the landing page are not friendly users, they are making it difficult for your customers and users to surf the website smoothly.
The second reason is your offer or whatever you are promoting is not valuable enough for your audience, which makes them look away from making any meaningful actions.
How To Fix Low Conversion Rate In Digital Marketing?
Firstly, you need to adjust and improve your offer or whatever you are promoting for, it is the absolute best way to increase your conversion rate, try to make your offer with more value for your targeted audiences, make it irresistible, and more people will visit your website.
Second, optimize your site, after adjusting your offer and making it irresistible you need to do some work on your website and make optimization for your website such as:
- Making your headlines clear and sound to communicate your value proposition
- Use A/B to test different elements on your page
- Use a strong Call To Action (CAT)
- Use high-quality images to make your page more appealing
- Make sure that your website is mobile and desktop-friendly
- Make it easy for potential customers to reach you via chat or phone