Conversion: How Visitors Become Customers


Entrepreneurs can use the conversion rate to measure the success of their website. Conversion is a technical term from online marketing and describes the process of how a website visitor becomes a customer. In addition to the classic process of buying an item in an online shop, the following other things can also be counted as a conversion:

  • Click on an advertising material or a newsletter and you get to the homepage
  • Filling out a contact form
  • Registration for the newsletter
  • Download
  • Registration in a community

Can you measure your conversions?

Yes, you can. The so-called conversion rate uses a certain formula to determine the proportion of visitors who turn from prospects to buyers.

(Number of buyers x 100) / total visitors = CR in%

The percentage of interested parties who become buyers determined in this way is usually between 1-5%. Even a seemingly insignificant increase in the conversion rate can have a significant impact on a company’s sales.

The key point

The goal of every website operator who runs an online shop is of course to generate as much sales as possible. This can only succeed if as many users as possible visit his shop. That in turn depends on how the shop is in terms of usability presented and how good its search engine ranking is. The key point, however, is how visitors turn into buyers. After all, what is the point if you have a lot of visitors on your site, but you lose them shortly before they buy? What’s stopping prospects from taking the final step and making the purchase? So you have to convince the interested party why they should make this purchase at this very moment and not at another webshop. This is not only possible, as one might assume, through particularly good offers. In order to become aware of the offer, the user must first find the offer. And that goes by improving search engine rankings using SEO .

Be found more easily on the Internet and increase the conversion rate

The Conversion Rate Optimization is an integral part of the marketing mix of online campaigns, as the conversion rate has a significant impact on the ROI value. The conversion rate also depends on various factors, some of which the web shop operator can influence:

  • Availability, price, quality of a product
  • Offer size
  • Usability
  • Presentation of the offer, especially on the product detail page

It is therefore in the interest of every operator of an e-commerce site to design his site in such a way that these influenceable criteria are met. This is achieved, for example, through various SEO measures:

  • Usability improvement
  • Relevant content
  • Use of appealing texts, videos and images
  • Clear and meaningful structure of the page
  • Identify negative keywords in Adwords campaigns that prevent bad traffic

All of these factors should be geared towards the conversion goal and an optimization of this helps ensure that the website already lands higher up in the search engine ranking. Internet agencies offer help with how to be found better, which creates a catalog of measures through individual SEO analysis and , if desired, also help to implement the optimizations successfully.

Due to the fact that almost 100% of the users do not even click on page 2 of the search engine results, the page is found more easily by the corresponding target group, receives more traffic and the appealing content of the page turns the visitors into the best customers.

Find out more about the topic of conversion in the following article:

Conversion Optimization – How Do You Get Started? 8 Tips That Anyone Can Implement.

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