In online marketing, conversion is what?

"Conversion" is probably the most favorite word among current Internet marketers. When it comes to advertising space or a new marketing product, immediately the question is: "What is your conversion?". Let's analyze what this concept is.

To begin with - the definition. In a general scientific sense, conversion is a change, a transformation of something. This term is widely used in chemistry, physics, economics, medicine.

And in Internet marketing, conversion is the ratio of the number of visitors who have made a certain targeted action on the site, to the total number of visitors to this resource. Targeted actions can be put the most different: from simple registration on a site before purchase of the offered product. The level of conversion means how much visitors are willing to interact with the business that is moving forward on this resource.

To determine the level of conversion, you need to calculate the percentage of the total number of visitors to the number of visitors who have committed a particular action. For example, if within a day of advertising on the site went 100 people, and made a purchase of 3 people, in this case, the conversion rate will be 3%. Analyzing this way, you can also separate components: the quality of traffic, the conversion of individual pages of the resource, the quality of advertising.

Thus, conversion is a great tool for determining the effectiveness of a resource. With the help of simple calculations, you can determine whether the site matches the needs of the target audience, whether visitors find on their pages what they need.

The increase in conversion depends on external and internal factors.

The internal factors include the following:

1) Internal content and informative content of the site.

How easy is it for visitors to find the information they need on the site, is this information attractive?

2) Motivation of visitors.

Are the benefits of buying the product convincingly sounded on the site?

3) Culture of communication.

How quickly and qualitatively does the center of reception of orders of the addressed visitors serve?

4) The level of business processes.

Is everything thought out and arranged in the order-receipt scheme?

If the internal factors are all right, now the increase in conversion depends on the external components. After all, potential customers can get to a certain resource only after learning about it from any sources of information: search engines or advertising. It is necessary to assess the availability of a resource by several parameters:

1) How many people have the opportunity to see ads and go to the site? This directly depends on the quality and attendance of the advertising platform on which the ad is spinning.

2) How many people eventually go to a link to the right site? It depends solely on the attractiveness and external design of the ad itself.

3) How many visitors who went to the site are really interested in purchasing a product or service. The decisive role here is the relevance of advertising to the needs of the target audience. After all, to increase the total traffic is not at all difficult: it's enough to place your ad on the first pages of search resources. But the amount of goods sold will not be affected in any way, if the majority of visitors leave the site in the first seconds.

According to expert estimates, in RuNet, the average percentage of conversion is from 0.3% to 3%. The main ways to increase traffic (site traffic) is the active use of high-quality banner and teaser advertising, the placement of contextual ads, work on optimizing the resource for search engines and increasing the external attractiveness and informative content of the site. After all, conversion is, figuratively speaking, a litmus test of the effectiveness of the promotion of an Internet project.