A conversion is the moment when a customer does exactly what you expect them to do. Whether it’s completing a purchase, filling out a form, or subscribing to a newsletter, conversion is a key indicator of a marketing campaign’s success. In this article, you’ll learn what affects the conversion rate and how to optimize it to achieve better results.
What is a conversion and why is it important?
A conversion is when a customer performs the desired action a company expects. This could be purchasing a product, filling out a contact form, or signing up for a newsletter. Measuring conversions is crucial for evaluating the success of marketing activities and understanding customer behavior.
Conversion as the key to success in online business
In the online environment, conversion is one of the main goals of any website. Whether it’s an online store, an informational site, or a company page, every site aims to motivate visitors to take a specific action. The higher the number of conversions, the better the site fulfills its purpose and delivers the desired profit or value.
Examples of the most common conversions:
- Purchasing a product in an online store
- Subscribing to a newsletter
- Filling out a request form
- Downloading an e-book or another offer
Why track conversions?
Tracking conversions helps companies see what works and what doesn’t. This allows them to better optimize marketing campaigns and tailor content to their customers. Without insights into conversions, it would be difficult to measure the return on investment in advertising and other activities.
Main reasons to track conversions:
- You gain insights into visitor behavior
- You improve the effectiveness of marketing campaigns
- You can more easily identify your website’s weak spots
Conversion isn’t only about sales
It’s important to realize that a conversion isn’t always directly tied to a purchase. In some cases, the goal may be to capture a contact or increase brand awareness. Every type of website has specific conversion goals that vary based on its focus.
Examples of non-sales conversions:
- Gathering customer feedback
- Sharing a post on social media
- Clicking a specific link or ad
Types of conversions by purpose and goal
Conversions take different forms, so it’s important to distinguish between macro and micro conversions. Each type has a specific purpose based on the objective the company or website aims to achieve. Understanding these types will help you better tailor your marketing strategy.
Macro conversions — the main goals of your business
Macro conversions are key actions that directly impact profitability. They typically involve completing an important transaction. For e-commerce, this might be a product purchase; for a service, a registration or filling out a request form.
Examples of macro conversions:
- Purchasing a product or service
- Signing a contract
- Registering for a premium plan
Micro conversions — small steps that lead to bigger goals
Micro conversions are smaller actions that gradually lead to the main conversion. Even if they seem minor individually, together they have a strong impact on the overall conversion strategy. Micro conversions provide valuable insights into user interest and engagement.
Examples of micro conversions:
- Clicking on a product
- Adding an item to the cart
- Downloading a document or e-book
Direct vs. indirect conversions
Direct conversions are actions that immediately bring direct value or profit. Indirect conversions influence the long-term relationship with the customer and may show results later. Both are important for different stages of the customer journey.
Direct conversions:
- Purchasing a product or service
- Scheduling a meeting
Indirect conversions:
- Generating brand interest (e.g., clicking an ad)
- Joining a newsletter or subscribing to a blog
Examples from different industries
Each industry has specific conversion types that reflect its business model and strategy. What counts as a conversion in e-commerce may differ from goals in consulting or education.
Examples of conversions across industries:
- E-commerce – completing a purchase, adding a product to the cart.
- Services – signing up for a service, booking a consultation.
- B2B – filling out a request form, acquiring a lead.
How to increase the conversion rate?
Increasing the conversion rate is a key goal for any company aiming to improve its online marketing. There are several ways to optimize websites and campaigns to achieve better results. Focusing on user experience and content personalization is essential for boosting conversions.
Website and user experience optimization
One of the most effective ways to increase conversions is to improve the website’s user experience. If a site is hard to use or loads slowly, visitors may leave before taking the desired action. Page load speed, intuitive navigation, and clear calls to action are essential for successful conversions.
Important factors to optimize:
- Speeding up page load times
- Clearly labeled buttons and calls to action (CTAs)
- Responsive design for mobile devices
Personalization and relevant content
Personalized content tailored to visitors’ specific needs is far more likely to trigger a conversion. Visitors feel more engaged when content reflects their interests or on-site behavior. Using data and analytics on user behavior can help tailor content and offers to specific needs.
Examples of personalization:
- Product recommendations based on previous purchases
- Pop-ups with personalized discounts
- Adjusting content based on geographic location
The importance of A/B testing and data tracking
A/B testing is a key tool for conversion optimization. By testing different versions of pages or ads, you can determine which variant attracts more customers. Analyzing A/B test results and tracking visitor behavior helps you understand which changes deliver the best outcomes.
What to test to increase conversions:
- Different versions of calls to action
- Website designs and layouts
- Email campaign content
Simplifying the conversion process
The simpler and faster the conversion process, the higher the chance visitors will complete the desired action. Minimize the number of steps required and ensure all forms and requirements are easily accessible. Removing barriers such as complicated forms can significantly increase the conversion rate.
Recommended steps to simplify:
- Shorten forms to the essentials
- Allow quick registration or guest checkout
- Provide simple, clear instructions
Measuring and evaluating conversions
Measuring conversions is crucial for determining the success of marketing strategies. Without proper tools for tracking and analyzing data, it’s hard to understand what works on your site and what doesn’t. Regular analysis of conversions lets you optimize all aspects of your site and campaigns to be more effective and deliver the best possible results.
Tools for tracking conversions
Several tools help you track conversions on your website. One of the most popular is Google Analytics, which offers detailed insights into visitor behavior and on-site interactions. If you use e-commerce platforms like Shopify or WooCommerce, you may have built-in conversion tracking tools right in the system.
The most common tools for tracking conversions:
- Google Analytics (for websites and e-commerce)
- Hotjar (for analyzing user behavior)
- Facebook Pixel (for measuring Facebook ad performance)
KPIs (Key Performance Indicators) for conversions
When measuring conversions, it’s important to define key performance indicators (KPIs). These KPIs help you focus on metrics that truly influence your goal. Basic conversion KPIs include the conversion rate, average order value, and number of new registrations, for example.
Examples of KPIs for measuring conversions:
- Conversion rate: the percentage of visitors who completed the desired action
- Average order value: the average amount a customer spends
- Number of new users or leads: the number of new prospects for your products/services
Analysis and evaluation of results
After collecting data, it’s essential to conduct detailed analysis and identify which aspects of your site or campaigns lead to the highest conversions. Tracking trends over time shows whether the conversion rate is improving, stagnating, or declining. Analysis also helps uncover potential issues or areas for improvement.
Important factors in analysis:
- Comparing conversion trends over time
- Identifying the impact of different marketing channels on conversions
- Pinpointing weak spots on the website that may reduce conversions
Feedback and optimization
The data you gather also allows you to run A/B tests and experiment with changes on the site. Testing and iterative improvements are essential for conversion optimization. Continuous monitoring and user feedback help keep your conversion rate high.
Some methods to improve conversions:
- A/B testing website design
- Optimizing forms and calls to action
- Improving navigation and site structure based on user behavior
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