Conversion rate and conversion

10 min read

Increasing your conversion rate will save your company company. You want them to actively move in your website and do some actions- buy, fill forms, sign up, send a message.

conversion rate

All e-commerce owners want to have endless customers and even just visitors. As I find you here, please answer my question? What is your main goal of creating a website?

Of course, I guess you are thinking about getting traffic. You are right. It must be the main goal for your further steps. Your every step will be done for increasing your website viewers. Let’s agree that you want people not only to land on your website but also you want all of them to become real customers. 

Even if you don’t sell a product but provide different services, you need conversions. In this case, visitors become conversion when they get your phone number and call you or send an email.


Types of Conversion rate


There are considered to be two types of conversion micro and macro. 



A micro conversion is when they just do some actions, such as subscription, calling you, writing on your online chat, fill a form or creating an account, adding a product to wishes, or shares pages in social media, etc.


The macro includes all real users that are making an offer or buy a good or service.

The conversion rate is the percentage of these converted visitors.

In a word, the conversion rate is simply a proportion of total visitors and converted visitors.


Calculation of Conversion rate 


Its calculation is quite easy to do. For getting the percent of conversion you need to divide the number of conversions by the total number of your website visitors.


Conversion rate=(conversions/total visitors)* 100%


Always to keep a high conversion rate is a need for every website. Here you will need a good conversion rate optimization system. It refers first of all to understand where to start. 

You can use google analytics to find from where visitors land on your website, which page they open at first and how long they stay, etc

The most effective method is A/B. This testing is a marketing tool that helps to boost your conversion rate.

Let’s see how.

This testing aims to present two different types of your website to your audience. We call them A website and B website. According to it, you will be able to understand which one gets more traffic and give you better results. Colors, blog posts, call-to-action buttons(place, color,size), headlines,images, font size,etc.


conversion rate


Several steps to improve the conversion rate


Website design


Colors you use on your website is the first thing people notice when landing on your site. It’s proven that some colours make people do correct actions. For example, red creates an environment of aggressiveness and anger. If this color is too many people will not stay on your website for too long. But if we speak about call-to-action buttons red is considered to be the best match, of course, green as well.


Customer service


It annoys anybody who has an answer connected with a product or service, but no helping tool is found. For that, it’s important to have customers support live chats to answer as quickly as possible to not let your visitors leave.


Time is gold


Every website owner will consider this fact. No one has too much time to waste waiting for a slow-loading webpage to be opened. It makes them leave with the hope to try again later or leave and never come back.

eswap-store eswap-store-mobile


Inventory, Order & Shipping Management Software



Navigation system


To be easy to use the website is a must for every website owner. It’s quite simple with desktops. But If we are speaking about conversions we must consider people using mobile devices too. In this case, we have a big problem. You should have a mobile-friendly website as well to catch the visitors and transfer them into conversions. The first thing you should is to be attentive in design for thumbs and tips. Not lazy to test all these functions’ workability.


All this analysis allows you to improve your website usability and get more customers.

Some website owners want to be more cunning and try not to waste time and money on testing. Instead, they use other experiences. But we can surely say that in 70% of cases they fail. Because a change in one website can increase conversions, but on the other will not.

The other benefit of this testing is the lowest price with the best results.


The best example of CRO became The 2008 Obama Presidential Campaign. They tested 24 versions of their website and finally found the best working one. Due to it, they increase receiving email addresses with 2,8 million.

Whether it isn’t amazing. According to 2018 statistics, the average eCommerce conversion rates of some product types are:


Food & Drink-3.58%;

Health & beauty-3.08%;

Home & Garden-1.81%, etc.


Conversion doesn’t happen itself you must boost it.


Today many CRO agencies help companies get success. It’s because Cro cannot be done by a person. It needs hard teamwork. Either you must hire specialists that will help you to carry out a conversion strategy or will apply to a CRO agency to help overcome these problems. To tell the truth it’s easier and more effective to hire an agency for both small and medium companies. Another thing is when you are a large company and have your CRO team.

Proper CRO can change your conversion rate.

After transferring your visitors into conversions, the second thing is to keep these conversions for a long time.

For that, you must carry out a special method to get a high level of visitors signing up.

Can you imagine that a single word or even letter can increase your conversion rate?

CRO can bring you more income just making visitors buy something or use a service.


Tools for CRO




Helps increase interactions, conversions, and engagements


Visual Website Optimizer


It helps to test different variants of your website to choose the best working one


Adobe Target


The simplest way for marketers to test and target



When to do testing?


This is a question a bit individual.


If we talk about the best variant we should do testing every time making essential changes. So you will understand whether it was effective to change or the old version is more workable and attractive.