{"id":62872,"date":"2019-03-12T20:51:43","date_gmt":"2019-03-13T03:51:43","guid":{"rendered":"https:\/\/www.bruceclay.com\/au\/\/?page_id=62872"},"modified":"2024-01-05T13:55:55","modified_gmt":"2024-01-05T02:55:55","slug":"measureconversions","status":"publish","type":"page","link":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/","title":{"rendered":"Measuring Conversions"},"content":{"rendered":"<hr \/>\n<p>Conversion metrics are among the most important indicators to measure<br \/>\nand monitor. Conversion rates are easy to measure and can be improved<br \/>\nby fine-tuning your website; thus every online business should watch<br \/>\nthese numbers and have Plan B ready in case key conversion rates<br \/>\nsuddenly plunge.<\/p>\n<p>When you measure conversions you are also looking at abandonment \u2013<br \/>\nthe visitors who got away. Maybe they intended to complete an action but<br \/>\nwere frustrated during the process and bailed out. Industry average<br \/>\nconversion rates hover around 3 percent. This means only 3 out of 100<br \/>\nvisitors complete an intended action.<\/p>\n<p>What conversion rates should you measure? There are three basic<br \/>\nprocesses that can be measured for conversion versus abandonment:<\/p>\n<ul>\n<li>Activities that lead to an acquisition.<\/li>\n<li>Activities that lead to gathering important data.<\/li>\n<li>Activities that direct visitor to information that reduces your<br \/>\noperational costs (e.g., fewer calls to your tech support group).<\/li>\n<\/ul>\n<p>Each activity should subtly be directing the visitor toward<br \/>\nconversion. Before any further analysis can be done, it is important you<br \/>\ncan identify (1) which processes on your website are candidates for<br \/>\nmeasurement, and (2) how your web analytics solution will achieve these<br \/>\nanalyses. Ask yourself the following questions when deciding which<br \/>\nprocesses to measure. Yes answers indicate that the process is a good<br \/>\none to measure.<\/p>\n<ul>\n<li>Can visitors contact you if they have difficulty with the process?<\/li>\n<li>Will you be able to collect the appropriate data when visitors complete the process so that you can retain them in the future?<\/li>\n<li>If visitors have difficulty on your site, can they complete a similar process on a competitor site?<\/li>\n<\/ul>\n<p>Before going into the details of conversion metrics, it is important<br \/>\nto note that you are dealing with two types of conversions, your website<br \/>\nconversions and your marketing campaign conversions.<\/p>\n<p><a name=\"website\"><\/a><\/p>\n<h2 class=\"sIFR-replaced\"><span class=\"sIFR-alternate\">Website Conversions<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>Once you have decided which site-wide processes to measure and how to<br \/>\nmeasure them, the following metrics can help you understand visitor<br \/>\nsuccess or failure:<\/p>\n<ul>\n<li>Home to purchase \u2013 abandonment rate for visitors going through sales path.<\/li>\n<li>Search to purchase \u2013 abandonment rate for visitors coming from site search.<\/li>\n<li>Special offer to purchase \u2013 effect of various merchandising and pricing options.<\/li>\n<li>Lead generation \u2013abandonment rate when personal data is requested.<\/li>\n<\/ul>\n<p><a name=\"mktg\"><\/a><\/p>\n<h2 class=\"sIFR-replaced\"><span class=\"sIFR-alternate\">Marketing Campaign Conversions<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>It is important to measure the effect of marketing campaigns on your<br \/>\nwebsite traffic. The following metrics are specific to marketing<br \/>\ncampaigns aimed at driving traffic to your site.<\/p>\n<ul>\n<li>Campaign conversion rate \u2013 effect of traffic from specific campaigns.<\/li>\n<li>Cost-per-conversion \u2013 cost effectiveness for specific campaigns.<\/li>\n<li>Campaign ROI &#8212; cost effectiveness for specific campaigns.<\/li>\n<li>Segment conversion rates \u2013 track conversion progress over time.<\/li>\n<li>Percent of orders from new and repeat customers \u2013 determines effectiveness of marketing or customer retention programs.<\/li>\n<li>New and repeat customer conversion rates \u2013 helps understand barriers to online purchases.<\/li>\n<li>Sales per visitor \u2013 measures marketing efficiency.<\/li>\n<\/ul>\n<p>Below are the key indicators you should track regardless of business model:<\/p>\n<ul>\n<li>Conversion rates for any process that makes or saves money, or is critical to the customer experience.<\/li>\n<li>Campaign conversion rate for current campaigns, or the most expensive campaigns if too numerous.<\/li>\n<li>Cost-per-conversion for the campaigns you selected to monitor.<\/li>\n<li>Segment conversion rates for key or critical group conversions.<\/li>\n<\/ul>\n<p>Below are the key indicators e-commerce sites should track:<\/p>\n<ul>\n<li>Site-wide conversion rate (all purchases to all visits or visitors)<\/li>\n<li>New and repeat site-wide customer conversion rates<\/li>\n<li>Percent of orders from new and returning customers<\/li>\n<li>Average order value, site-wide and for new and returning customers<\/li>\n<li>Sales per visitor (compare to site-wide conversion rate)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Conversion metrics are among the most important indicators to measure and monitor. Conversion rates are easy to measure and can be improved by fine-tuning your website; thus every online business should watch these numbers and have Plan B ready in case key conversion rates suddenly plunge. When you measure conversions you are also looking at [&hellip;]<\/p>\n","protected":false},"author":101022,"featured_media":0,"parent":62564,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"tags":[],"class_list":["post-62872","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<title>Using Analytics to Measure Website Conversions | Bruce Clay Australia<\/title>\n<meta name=\"description\" content=\"Conversion metrics are among the most important indicators to measure and monitor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Analytics to Measure Website Conversions | Bruce Clay Australia\" \/>\n<meta property=\"og:description\" content=\"Conversion metrics are among the most important indicators to measure and monitor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay Australia\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-05T02:55:55+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/measureconversions\\\/\",\"url\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/measureconversions\\\/\",\"name\":\"Using Analytics to Measure Website Conversions | Bruce Clay Australia\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/#website\"},\"datePublished\":\"2019-03-13T03:51:43+00:00\",\"dateModified\":\"2024-01-05T02:55:55+00:00\",\"description\":\"Conversion metrics are among the most important indicators to measure and monitor.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/measureconversions\\\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/measureconversions\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/measureconversions\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What Is Web Analytics? How Do I Optimise for Conversions?\",\"item\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/analytics\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Measuring Conversions\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/#website\",\"url\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/\",\"name\":\"Bruce Clay Australia\",\"description\":\"SEO and Internet Marketing Blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.bruceclay.com\\\/au\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-AU\"}]}<\/script>","yoast_head_json":{"title":"Using Analytics to Measure Website Conversions | Bruce Clay Australia","description":"Conversion metrics are among the most important indicators to measure and monitor.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/","og_locale":"en_US","og_type":"article","og_title":"Using Analytics to Measure Website Conversions | Bruce Clay Australia","og_description":"Conversion metrics are among the most important indicators to measure and monitor.","og_url":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/","og_site_name":"Bruce Clay Australia","article_modified_time":"2024-01-05T02:55:55+00:00","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/","url":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/","name":"Using Analytics to Measure Website Conversions | Bruce Clay Australia","isPartOf":{"@id":"https:\/\/www.bruceclay.com\/au\/#website"},"datePublished":"2019-03-13T03:51:43+00:00","dateModified":"2024-01-05T02:55:55+00:00","description":"Conversion metrics are among the most important indicators to measure and monitor.","breadcrumb":{"@id":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/#breadcrumb"},"inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.bruceclay.com\/au\/analytics\/measureconversions\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.bruceclay.com\/au\/"},{"@type":"ListItem","position":2,"name":"What Is Web Analytics? How Do I Optimise for Conversions?","item":"https:\/\/www.bruceclay.com\/au\/analytics\/"},{"@type":"ListItem","position":3,"name":"Measuring Conversions"}]},{"@type":"WebSite","@id":"https:\/\/www.bruceclay.com\/au\/#website","url":"https:\/\/www.bruceclay.com\/au\/","name":"Bruce Clay Australia","description":"SEO and Internet Marketing Blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.bruceclay.com\/au\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-AU"}]}},"_links":{"self":[{"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/pages\/62872","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/users\/101022"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/comments?post=62872"}],"version-history":[{"count":1,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/pages\/62872\/revisions"}],"predecessor-version":[{"id":92078,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/pages\/62872\/revisions\/92078"}],"up":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/pages\/62564"}],"wp:attachment":[{"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/media?parent=62872"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bruceclay.com\/au\/wp-json\/wp\/v2\/tags?post=62872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}