The conversion (conversion, conversion) describes a process in which a prospect carries out a transaction. The term conversion primarily refers to the Internet. Different actions can define it: Downloads, subscriptions, or sales are interactions of a website visitor connected with an informative or commercial offer. The ratio of the number of visitors to the number of conversions is called the conversion rate. This KPI is calculated as follows:
(Number of conversions X 100%) / (number of visits) = conversion rate (in%)
Customer Conversion Rate Through A Targeted Call To Actions
The conversion rate is an indicator of the quality and relevance of content. Content marketing aims to address the needs of the target group in the right place, at the right time, and in the correct format, thereby presenting the commercial offer of a company or a brand as a relevant response to those needs. The greater the added value of the content, whether entertaining or purely informative, the better the chances of a high conversion rate. The interplay between added value in terms of content, format, medium, and the call to action intended to induce conversion, must appear conclusive.
With the help of Google Analytics, individual conversions can be recorded and evaluated. To evaluate a conversion holistically, various tools are now used which can use multimedia to track the path of a converted lead (converted contact) and thus reconstruct the customer journey. These tools work primarily with the cookies with which the individual users have been marked to enable multi-channel tracking.
A conversion can include the following actions:
- Contact request from a website visitor
- Registration for an account on the website
- Newsletter subscription
- Filling out a contact form for the download of a content
- Purchase completion in an online shop
Conversion Rate Optimization
Conversion rate optimizers are primarily concerned with making it as exciting and easy for the user to carry out a specific action. In addition to the content, special attention is paid to the information architecture of online platforms. If the user experience is coherent, pleasant, and straightforward, the website visitors will deal with the offer more intensively. Interaction with the offer appears more attractive. However, effective conversion rate optimization cannot be based on intuition. Instead, a comprehensive analysis and differentiated testing must take place.
- Tools such as Google Analytics or Isometrics help track user behavior on the site and identify weak points.
- A / B testing is a widely used method to determine clues for conversion-relevant elements of a website. For this purpose, two variants of a website are switched, which differ aesthetically and in terms of content but aim at the exact conversion. The user’s behavior and the conversion rate on both sides are compared with each other to determine the high-performance success factors.
- A well-founded performance analysis based on all user and traffic-relevant factors based on KPIs such as the bounce rate or the CTR provides further clues.
The analysis results are only to be understood as indications from which the further steps for the optimization can be derived. After the measures have been implemented, the outcome must be continuously monitored and evaluated. Besides, usability testing and eye-tracking can provide helpful indications for further measures. Also, the online analysis should be supplemented by the offline dialog with employees from sales and customer service to obtain internal feedback on possible difficulties in dealing with the website.
Increase Conversion Rate Through Content Marketing
Content marketing is a strategy through which the target group is addressed through added value, and the attention of the recipient is subtly controlled through content. Suppose the added value appeals to the target group in terms of both content and form. In that case, the individual user interacts longer with the content, which leads him deeper and deeper into the content marketing funnel. The user journey through the funnel includes various stages, which are marked in conversions and ultimately lead to a purchase decision. In addition to the measurable outcome of the conversions, branding effects are also a desired communication goal. Dealing with the brand in terms of content manifests itself in the target group with higher brand awareness and positive image building.