Conversion as a unit for measuring the success and the associated conversion rate has established itself in many areas. This is because conversions can easily be measured and evaluated using common web analysis tools such as Google Analytics. Furthermore, more comprehensive tools can be used to outline the path to a conversion through the so-called customer journey across different platforms and devices.

Conversion is a definite process in which a visitor to a website is guided into carrying out a concrete action. A classic conversion is, for example, a purchase, a download, or registering for a newsletter. Converting a visitor to a customer requires a smooth flow of interactions, from the presentation of your offer, to the product details selection, to the shopping basket and payment details, to the review page and the final confirmation of purchase. A great deal of technical issues can get in the way and an even greater deal of options to handle variations of the "standard" flow need to be thought of and taken care of.

The conversion rate is the measure of the conversion. This can be calculated using a simple formula and is given as a percentage.

Conversion rate = Number of executed actions / ((Number of all visitors)*100)

All marketing measures that contribute towards increasing the conversion rate are referred to as Conversion Rate Optimization (CRO). Conversion rate optimization is a sub-discipline of search engine optimization and online marketing. In affiliate marketing, payment of publishers is mostly done based on successful conversions. There is usually no ideal value for the conversion rate as this is highly dependent on the overall performance of a website.

Multiple conversions can be specified for a user journey. Every click by a user to access advertising material or a newsletter on the website counts as a conversion. On the website itself, every conversion represents a clear action such as filling out a contact form, subscribing to a newsletter, downloading, or the classic purchasing of a product.

Anyone who uses the Google AdWords advertising program can use it to define their own conversions in order to measure the success of their SEA campaigns. Google Analytics can also be used to define conversions as the so-called “goals”. Goals can, for example, be a certain amount of time spent on the page or even the sending of a particular form. These goals can then be exported to the Google Adwords account and used to measure the conversion of the advertising program. Linking of Adwords with the Analytics account is necessary for the export.

The chance of a conversion can be raised significantly if the user is able to access the sought product much faster. Therefore, you should always be careful to ensure that your website has short loading times, a sensible navigation as well as highly relevant content.

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