Conversion rate basics
- The concept: Percentage of visitors who carry out a specific action (purchase, quote, registration)
- Calculation : (Number of conversions / Number of visitors) x 100
- Interest : Measure the real effectiveness of your site, the "yield" of your digital store
- The lever: Doubling your conversion rate means doubling your sales without spending more on advertising
Attracting traffic to your site is all well and good. But if no one buys or contacts you, it's a bit like having a store full of people who leave empty-handed.
Visit conversion rateit's the indicator that tells you whether your site is a mere catalog or a veritable sales machine. For an executive or marketing manager, it's the key metric: it doesn't measure your popularity, it measures your power of persuasion.
How do you calculate your conversion rate?
Conversion rate = (Number of conversions / Number of visitors) x 100
Case in point: If 1,000 people visit your services page and 50 of them fill in your quote form, your conversion rate is 5%. Is this a good figure? It all depends on your sector, but the important thing is to keep track of it and make it grow.
Why is it your best growth lever?
Working on your conversion rate is often more profitable than increasing your advertising budget:
- Stop filling a leaky bucket: If you spend 1,000 euros on advertising to attract traffic to a site that doesn't convert, you're wasting your money. By optimizing conversion, you get a return on every euro you've already invested
- Do more with less: Imagine doubling your conversion rate from 1% to 2%. You double your sales without increasing your advertising budget
- Identify friction points: A low conversion rate is a warning sign. It tells you that something is going wrong: form too long, site too slow, message not reassuring enough..
Macro or micro conversion: don't just aim for the final sale
Not all conversions carry the same weight:
Macro-conversion
- Valid purchase
- Contract signed
- Quotation accepted
- Subscription
Micro-conversion
- Newsletter subscription
- Add to basket
- Download brochure
- Information request
3 tips to boost your results
- Be clear from the first second: Internet users need to understand immediately what you're selling and what's in it for them. If it's unclear, they'll leave
- Reassure your visitors: Secure payment logos, customer reviews and your guarantees are "driving" conversion. Trust is the primary fuel of sales
- Simplify your journey: Every additional click is an opportunity to lose a customer. Reduce the number of fields in your forms
Manage your conversions with clarity
The challenge for a decision-maker is to know which channel converts best. Is it the SEO ? Your ads SEA ? Or new AI-based research (GEO) ?
GreenRed centralizes all your conversion rates and simply explains why some channels perform better than others. It's the co-pilot that helps you accelerate your growth.