What is conversion?Conversion refers to the change from an originally neutral observer to a new customer or client. If these conversions of prospective customers are accompanied by high traffic figures, then high profits are achieved. A typical example is an online shop that converts the visitor into a buyer. In addition, a variety of other actions can mean a conversion, such as signing up for a newsletter, a successful download or filling out a form. Whenever a marketing message triggers a clear and desired action from a visitor, we speak of a conversion. It tells us if and how often certain goals are achieved, which every website has.
- A scalable increase in turnover
- The objective evaluation of ones own business
- Finding ways to optimise the website
- To achieve concrete goals instead of just wishes
Conversion and Conversion Rate
Closely related to the term conversion is the conversion rate, which has established itself in online marketing as a very important measuring instrument. Here is the central question: How many clicks really lead to a transaction in the end? For example, if you have 100 visitors to your website and a conversion rate of 2%, this means that 2 visitors are convinced by the product or service and order it in the end. The tracking of the conversion can be done for example by marking potential customers with a cookie. The effectiveness of advertising measures can be measured very precisely with the conversion rate. It is always important that such helpful and reliable data is not only collected, but also used sensibly. In order to increase the conversion rate, you can either bring more viewers to your own website or alternatively encourage more users who are already on it to buy or the like. Conversions are therefore of central importance for every webmaster and an extremely important indicator for measuring success. This makes it possible, for example, to check the effectiveness of various measures and to correct them accordingly. Furthermore, fair billing for agency services etc. is made possible. Even small steps towards the respective goal can be included in the measurements, in this case we speak of so-called micro conversions.
Increase in conversion
Incidentally, the probability of a successful conversion from passive viewer to active customer always increases if the user can reach his desired product even faster. A successful design, a suitable offer for the visitor, good user-friendliness and a good content structure also contribute to this. Visitors should also be part of the target group if possible, because otherwise the majority of viewers would turn away from the site very quickly. Ultimately, conversions act as an essential performance indicator, especially with regard to the return on investment of your own website. In summary, it can be formulated (more or less abstractly) that a conversion always occurs when a user is converted from one status to another desired status. Of course, the respective definition of conversation goals is always left to the user. However, the principle is always the same – a reader or viewer is to be converted into an “actor”. Even after a successful conversion, the contact to the customer should not necessarily be broken off. Rather, if possible and sensible, this conversion can be the prelude to long-term customer loyalty and successful post conversion marketing.