Conversion Rates: Understanding the Mechanism

Highly used by all advertisers, publishers and marketers, conversion rate metric is used to measure the performance of internet marketing campaigns. A very important fact related to conversion rate metric is that each website and its marketing techniques has its unique set of metrics and cannot be compared with any other. Therefore, no comparison of conversions rates or other metrics can ever be drawn between different websites.

Offering an accurate conversion rate for an industry is not possible. If for a website X it comes out to be 8 %, it surely can manage to be 10% for website Y, on the basis of different reasons. Obviously, now you would want to know the factors on which this difference depends, so here they are:

• Offered products/ services
• Sources of Traffic
• Structure of the Landing Page
• Branding & Overall Popularity of the site
• Seasonal Offers or discounts offered by websites.

Post the factors on which the conversion rate depends largely, the next thing we, as enthusiast internet marketing services providers need to focus on the issues that usually occur in measuring the rate. Hence, let us now take a close look at these issues:

Latency issues:

Where users typically get converted at a later point, they might also get bounced out or return after a while to sign up or complete the form. Secondly, users may opt to call you directly on the number given on your landing page. Thirdly, users may use it only for gaining information and then shop offline.

Tracking Issue:

In addition to a 30 day cookie used by Google, there are cases of analytics software having different methods of tracking and of course, deleted cookies.

Incomplete conversions:

This is very common. Many a time, users due to slow website or messy navigation fail to complete their request or leave it in between. There are buyers who would go as far as buying a product but discard the idea and the cart in between by checking out of the page.Secondly, users who provide incomplete information get mechanically eliminated from the list of buyers.

Another important thing that you need to consider and obviously measure is what from sources your visitors are coming to website and what sort of behaviour they are showing. Three could be various reasons that must be affecting your visitor’s behaviour and his chances of converting into a potential buyer, let us take into consideration a few of these.

Reasons affecting your visitors’ chances to convert

• The user was not looking for a website like yours
• Miscommunication between your given Ad text and Landing Page
• The Advertising Traffic did not get directed to the correct landing page
• The Landing Page took too long to get downloaded or did not load, at all
• Sponsored advertising and external links on landing page may be visitors’ repellent

Post all these issues, comes the list of miscellaneous users, who actually make their way to your advertisement through a variety of advertising channels. In fact, it has been noticed that most of the visitors who come from different advertising channels do not get converted. But it does not mean that these visitors are not to be cared about. Such visitors can make you learn a lot about your website through their behaviour. A number of their actions performed can tell you a lot about your campaign and your website.

Some common action performed by visitors coming from different advertising channels:

In addition to these metrics, some of the attributes of such visitors required to be noticed are:

All these metrics are followed and analyzed to understand exactly what users are actually looking for. Interestingly, the Ad text, keywords along with the channel of advertising can give us very clear idea.

Although every site in accordance to its industry has its own way to measure the conversion, in case of all ecommerce websites, one thing could be common to notice a particular behaviour. All ecommerce websites should check how many times a visitor comes on their website before making a purchase. This gives them the idea about their credibility and authenticity. Also, take notice of the count of your visitors’ and customers’ repeated visits, along with the sources they come from.

Summary: Without saying that internet marketing campaign is not devised with a motive of having One Time conversion, it focuses on building relationship. Therefore it becomes imperative to identify different users online and comprehend their activities, behaviour so that you can value and weigh them differently.

All Right Reserved By Brainpulse Technologies (SEO Services)