Best Digital Melbourne

1. The question of what a good conversion rate is for e-retailers is among the most common questions we get at Viseo. In this blog post I will explain the answer to the question. What does conversion rate mean? Conversion rate or "conversion rate" is a term used, mainly in e-commerce, to measure the proportion of visitors who have completed an action on a website. By using conversion rate, a company can find out if their sales are effective or not. The average is lying You may have heard the quote “ Lies, damned lies, and statistics ” from Benjamin Disraeli. There are some problems with looking at the numbers above. One of the problems is that the conversion rate between different industries varies greatly. A typical conversion rate for electronics is often very different from a typical conversion rate for SaaS (Software as a Service). Let's say you find the average figure for your particular industry. Then what should you do with that number? What does it really tell you? Whether you are above or below the average, you still want to improve your conversion rate. Let's look at more average numbers to illustrate how little they really tell us. Here you can see, for example, that the conversion rate for mobile on average is much lower on mobile phones. It is true that one often uses the mobile to look at a site but then goes to the computer to make the purchase, so the "real" conversion rate for people who found you via the mobile is actually higher. But how many of the websites that were involved in producing these statistics have a website that actually works http://edition.cnn.com/search/?text=igital Marketing, SEO well on a phone or a mobile phone? If 50% of the sites that were included in the survey do not have pages that work well in mobile / tablet, then these statistics are misleading. I know from our experience that mobiles should not convert as much less than computers as the statistics above show, so do not use it as a measure of whether your site's mobile traffic converts well. Why a website's overall conversion rate is not so interesting For example, let me illustrate why a website's conversion rate is not the only number you should be interested in. Example day 1: 5% conversion rate. (4000 visitors 200 sales) Example day 2: 10% conversion rate (500 visitors, 50 sales) If we only look at the conversion rate then day 2 is better. But if the extra visitors you got on day 1 came to the site with a low cost then day 1 is best. All traffic does not convert equally well but some traffic can be very cheap and in the end you want as high a profit and Return On Investment as possible. This shows that the conversion rate is not the best KPI (Key Performance Indicator). What to look for instead

2. What you should look at are more specific, segmented conversion rates. Ask questions like: What is my conversion rate: For different browsers? (Chrome, Internet Explorer, Safari, Firefox) For the different versions the browsers (Everyone does not have the latest) The differences between computer / tablet / mobile Between different types of mobiles (Samsung S7, S6, iPhone 6, 7, Google Pixel etc.) For new regular traffic Search traffic vs other traffic sources Different countries and regions What are your bounce rate and exit rate for different pages? How many page views do you have per session? The conversion rate here is 3.84% . I have sorted countries that have only few conversions so that the statistics are not misleading and then sorted by the countries with the lowest conversion rate. We see that some countries, such as Hungary, have a very low conversion rate. In Hungary you may shop less online than in other countries but that does not mean that the conversion rate should be so low, it can always be improved. We also see that England's conversion rate is lower on average and lower than the US which is strange (this company is based in Europe.) You may also remember from the statistics at the beginning that England "should" have a higher conversion rate than the US. So what can we do with this list now? What can we improve? We should dive deeper and try to find out why Hungary converts worse by, for example, doing surveys on the site and then building hypotheses. But we can play with the idea and ask ourselves why does Hungary convert so much worse? It may be that those who visit the page from Hungary, or England for that matter, are unsure that the company is actually shipping goods to Hungary or England or that they do not know how long it will take. You could try to have a message here on the page from visitors from different countries (which is triggered depending on which IP address the visitor has) that says “Hey! We ship goods to Hungary, it only takes 3 days! ”. We could also try to translate the site into different languages ​​and then of course start with eg Germany which has a high turnover but a low conversion rate. As you can see, as you dive deeper, you start to find meaning in looking at specific conversion rates. Summary The important thing when working with Conversion Optimizer and looking at conversion rates is not the overall

3. conversion rate but segmenting the data available to find different specific conversion rates and other KPIs. Then you can discover statistics that stand out and then do an analysis of why the problem exists, develop a potential solution and then test it. If you know what to look for, you can always improve your conversion rates.