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Advice for different conversion rates
27/07/2010
Website owners have been told that they may find funnel conversion rates more useful than visitor-to sale conversion rates.
A marketing expert has explained how two different conversion rate measurements can be used to help improve websites.
In an article for Practical eCommerce, Charles Nicholls points out that the visitor-to sale conversion rate, which shows the proportion of unique visitors that purchase in the same web session, may not necessarily be useful as it does not give any real insight.
Instead, he believes the funnel conversion rate, which shows how many unique visitors placed an item in their shopping cart and made a purchase, is more helpful.
"The funnel conversion rate tells you how effective your shopping cart process is at converting visitors into customers," he adds.
"It is particularly useful to look at it over time, as changes in the funnel conversion rate are intrinsically much more important than the absolute number of sales."
While Mr Nicholls concentrated on two conversion rates, another that may be of interest to website owners is that of calls-to-action buttons.
These can be extremely important, especially if a website relies on forms being filled out or collecting email addresses for newsletters.
Posted by Alexander Horton Smith
In an article for Practical eCommerce, Charles Nicholls points out that the visitor-to sale conversion rate, which shows the proportion of unique visitors that purchase in the same web session, may not necessarily be useful as it does not give any real insight.
Instead, he believes the funnel conversion rate, which shows how many unique visitors placed an item in their shopping cart and made a purchase, is more helpful.
"The funnel conversion rate tells you how effective your shopping cart process is at converting visitors into customers," he adds.
"It is particularly useful to look at it over time, as changes in the funnel conversion rate are intrinsically much more important than the absolute number of sales."
While Mr Nicholls concentrated on two conversion rates, another that may be of interest to website owners is that of calls-to-action buttons.
These can be extremely important, especially if a website relies on forms being filled out or collecting email addresses for newsletters.
Posted by Alexander Horton Smith