{"id":62872,"date":"2019-03-12T20:51:43","date_gmt":"2019-03-13T03:51:43","guid":{"rendered":"https:\/\/www.bruceclay.com\/jp\/\/?page_id=62872"},"modified":"2019-04-01T11:12:52","modified_gmt":"2019-04-01T18:12:52","slug":"measureconversions","status":"publish","type":"page","link":"https:\/\/www.bruceclay.com\/jp\/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 &ndash;<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<\/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 \/>\n    operational 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<\/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\"><\/p>\n<h2 class=\"sIFR-replaced\"><span class=\"sIFR-alternate\">Website Conversions<\/span><\/h2>\n<p><\/a><\/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<\/p>\n<ul>\n<li>Home to purchase &ndash; abandonment rate for visitors going through sales path.<\/li>\n<li>Search to purchase &ndash; abandonment rate for visitors coming from site search.<\/li>\n<li>Special offer to purchase &ndash; effect of various merchandising and pricing options.<\/li>\n<li>Lead generation &ndash;abandonment rate when personal data is requested.<\/li>\n<\/ul>\n<p><a name=\"mktg\"><\/p>\n<h2 class=\"sIFR-replaced\"><span class=\"sIFR-alternate\">Marketing Campaign Conversions<\/span><\/h2>\n<p><\/a><\/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<\/p>\n<ul>\n<li>Campaign conversion rate &ndash; effect of traffic from specific campaigns.<\/li>\n<li>Cost-per-conversion &ndash; cost effectiveness for specific campaigns.<\/li>\n<li>Campaign ROI &#8212; cost effectiveness for specific campaigns.<\/li>\n<li>Segment conversion rates &ndash; track conversion progress over time.<\/li>\n<li>Percent of orders from new and repeat customers &ndash; determines effectiveness of marketing or customer retention programs.<\/li>\n<li>New and repeat customer conversion rates &ndash; helps understand barriers to online purchases.<\/li>\n<li>Sales per visitor &ndash; measures marketing efficiency.<\/li>\n<\/ul>\n<p>Below are the key indicators you should track regardless of business model:<\/p>\n<\/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<\/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>Bruce Clay JP - Using Analytics to Measure Website Conversions<\/title>\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\/jp\/analytics\/measureconversions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bruce Clay JP - Using Analytics to Measure Website Conversions\" \/>\n<meta property=\"og:description\" content=\"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. 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