How To Identify And Increase Site Conversion

Conversion tracking is an important part of site promotion, without which it is impossible to determine the effectiveness of the resource and each element separately3 min

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conversion rate written with icons around it

The quality of site promotion can be determined using various indicators. For example, the amount of traffic over time. But many indicators need to be analyzed in combination with others, only then can you see the full picture. For a more accurate measurement of efficiency, it is better to focus on achieving the goals. To do this, calculate the conversion rate.


Site conversion is the performance of a certain action on a site. It can include a range of activities from the purchase of goods to a subscription to a newsletter, posting a page on a social network, filling out a form, watching a video, using a site search, or going to a certain page, etc.
Conversion tracking is an important part of site promotion, without which it is impossible to determine the effectiveness of the resource and each element separately. After all, the site is created for specific purposes. Traffic is usually good, but it is not the main task. Thus, the conversion is a committed action: purchase, payment of the order, etc.


The number of conversions is not the main indicator of site performance. It can only be used for comparison. You should use a parameter such as conversion rate – the number of conversions from the total number of visitors (as a percentage). It can be calculated by the following formula:

Conversion rate formula

P.S Data should be taken for the same period of time.
For example:
During the week the site had 30,000 users, 2563 of them made a purchase. Conversion rate = 2563/30000 * 100 = 8.54%. 

This way you can determine the conversion for each traffic source or individual item on the site (link form, button, banner, etc).

Fortunately, there are free web analytics services that calculate this figure and provide ready-made data. One of the most popular of such service is Google Analytics.

ALSO READ: Causes of Dropping Website Traffic and Effective Solutions

Conversion rate in Google Analytics

Information about traffic and conversions in Google Analytics is tracked by installing a special code on the site.
So, to calculate the conversion rate in GA you will need 2 indicators: the number of unique visitors and the number of targeted actions (conversions). The first indicator will be tracked automatically, but how the target actions are determined is another matter. Here you need to configure a tool like “Goals” ( Administrator / View / Goals ):

Google Analytics has the following types of goals:

  1. Landing page (Contacts, Shopping Cart, Thank you for your purchase, etc.).
  2. Length of time user stays on the site.
  3. Pages/screens per session.
  4. Event (registration on the site, subscription to the newsletter, pressing a button, etc.).
  5. A smart target (you can set your own target parameters).

You can see the analytics on the achieved goals in the section Conversions / Goals / Overview :


So, you already know the conversion rate of a site, but how do you know if it’s good?

There is no normal or average conversion rate.

After all, it depends on many factors: the type of site, target audience, cost of goods, etc. But this does not mean that it is impossible to determine the effectiveness of the site. You just need to take as a basis the task of the site and targeted actions.

For example :
From contextual advertising for a month on a site 500 visitors passed. 

Of these, 80 made a purchase. Conversion rate = 16%. 
We can determine the value of this 16% by the number of purchases, advertising costs, and cost of goods. 
If your income is low, your conversion rate of 16% is too low. If you bought a few, but expensive goods and the income is good, then 16% – a great result. Now it is necessary to take care of its preservation and growth.

One thing is for sure: A high conversion rate is good anyway.

After all, he says that you have not only provided a large flow of traffic, but also attracted an interested audience!

ALSO READ: How to choose an effective domain name


The following have a positive impact on site conversion:

  • work on attracting interested users (Seo, marketing, targeting);
  • creating a good offer (affordable prices, high quality, prompt delivery, etc.);
  • good site performance (no technical errors, speed, mobile adaptation, extensive site functionality, etc.);
  • modern design;
  • well-thought-out and clear structure;
  • constant work on improving usability (site usability);
  • high-quality content (relevant, interesting, error-free, with images, photos, and videos, etc.).


Site conversion rate is a very important indicator that helps to understand whether the resource is being promoted correctly and whether it is interesting to visitors. The higher it is, the better.
And what goals does your site achieve? Share in the comments to the article.
If you need the help of professionals – contact us!

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