Basic Guide to the Conversion Metrics You should not Miss

Lorna Gill Posted by Lorna Gill

In my opinion the core reason for a website to exist is to make profit or fulfill a specific goal of your company. This can either be done by gaining more leads, selling a product or engaging visitors in the useful content on the website.

The ability to retain those visitors and convert those visitors into loyal customers is known as conversion. With the help of few of the following converting metrics you can make more informed decisions about how your visitors are interacting with your website and what necessary steps could be taken to increase their time spent on your website.
Google Adwords provide an abundance control over how can you measure your audience and drive your actions to suit their and yours best needs.
These metrics are the key to your strategic realisation of your goal and the ultimate source to understand the conversion metrics;

Conversion rates
Website’s success or future potential arguably depends upon how often and to what rate your visitors are converting to your specified goal. It could either be converting them to leads, to increase brand awareness or signing up to your newsletter.

Conversion rate can be applied to any situation where you need to measure a number of successful outcomes out of the total number of possible outcomes.
Traditionally conversion rate is defined as the percentage of visitors or visits that actually converted into the desired goal.
Website conversion rate = Numbers of desired goals achieved / number of visitors.
It is incremental to keep the seasonality conversation rates in point as they can fluctuate as the season evolves.

Traffic Source
It is important to know which source your visitors are coming from and how are they getting connected to your website. Adwords show three types of visitor sources to your website. Direct Visitors; are the ones that visit your website by typing your website’s address in their browser. Search Visitors; are those who visit your website while they were searching for a particular information over the search engines and the last one is Referral Visitors; these are those who have come to your website because of its mention over another blog or a website.
It is important to know which channel is being used for your visitors and then capitalise on those channels or improve the ones you think are not bearing fruit.

Bounce Rate;
In a nutshell bounce rate is the quality of traffic you receive. It measures the percentage of people who came to your website and left instantly.
And as Avinash from Occam’s Razor it is usually measured in two ways;

  • The percentage of website visitors who see just one page on your site.
  • The percentage of website visitors who stay on the site for a small amount of time (usually five seconds or less).

Higher bounce rate can have a ray of many different reasons but essentially it means that visitors are clicking away from your website as soon as they visit it. It could mean the source they came to your website from was irrelevant to your landing page, improper optimisation, or the call to action buttons are not attracting enough attention by the user.
Remember, the conversion is more likely to happen if the visitor stays more than 5 seconds on the webpage.

Interaction with the website

  • New / Unique Visitors

Unique visitors, who are first time visitors on your website, interact in a very different from those who are returning. The best way to improve the conversion rate for new visitors is to separate returning visitors from unique visitors and analyse what they see when they visit the website for the first time. You can then ascertain the key points which will help in improving visitor attraction and reduce bounce rate for first timers.

  • Return Visitors

Return visitors are those who at the first visit found something interesting on your website which made them come back. Reading your return visitor ratio, you should be asking yourself two questions 1- why the visitor returned? 2- Did the visitor convert the first time and if not what was the reason and how could that reason be improved?
Return visitors is always a good sign as there was something on your website which made them return.

  • Interactions per Visit

This is the third most interesting interaction variable. It is important to know how your visitors are behaving on your website. What, to be precise are they doing on the website and how can you alter their behaviour from only interactions to conversions. Once you identify their path of interaction you can then use different techniques to maximise the conversion per visit per unique visitor.

Visitors Flow
It is the path followed by your visitors on your website, from the source, through various pages and where along these paths they exited your website.
It is quiet intuitive to know the flow of traffic to your website, their sources and their drop of points. This is particularly helpful if you need to know where your visitors are dropping of and those points could be improved more so that visitors say intact with the flow of the website and ultimately convert.
Did I miss on any points? Please share more ideas on how you measure your conversions.

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.