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What is a website conversion?


Analysis of the current work of the site is the key to the successful development of Internet business. This applies to any process, from attracting visitors to building sales. The analysis of the site conversion rate, which reflects the effectiveness of the Internet project, deserves special attention. In our article, we will reveal in detail the concept of conversion and find out how to correctly calculate this indicator.

Site Conversion Definition

Let's start with the definition of conversion. Conversion is an indicator that reflects the ratio of the number of site visitors who completed the target action to the total number of visitors. This indicator reflects how useful the site is for visitors and what percentage of users perform the target action. Target action can be:

  • Making a purchase.
  • Newsletter subscription.
  • Call order.
  • Ad navigation.
  • Visiting certain pages of the site.
  • Registration in a personal account

Naturally, the higher the conversion, the better for the site owner, let's figure out how to determine the percentage of conversion.


How to know the conversion of your site?


There is a simple formula for determining website conversion: Conversion rate (%) = Number of targeted actions completed / total number of visitors * 100%. Also, determining the level of site conversion is carried out using various web analytics tools, which we will discuss later. What results should be measured when calculating the conversion?

Basic Conversion Control Methods

Conversion rate control is carried out using two universal services:

  • Yandex Metrika
  • Google Analytics

They allow you to analyze conversion rates without preliminary calculations. All information is provided in a convenient format.

Google Analytics

To track statistical information on your resource, you must first install a special visitor counter. Thanks to him, the service will receive the necessary information for data analysis. Next, you need to set up goals for conducting data analytics on user behavior. To do this, you should determine the main target action for your resource.

So, for an online store, this is, most often, making an order, for a service website - ordering a call, etc. For each goal you set, you can track conversions. This allows you to track what user actions lead to the achievement of a particular goal. Google suggests using both ready-made templates, which are often used for analytics, and creating your own goal for this. Template goals are developed by Google based on the specifics of business areas. Therefore, your Google account must indicate the type of your industry. Here are some examples of goal templates:

  • Completion of an order.
  • Video viewing.
  • Registration on the site.

For your convenience, Google Analytics offers customization of conversion analytics reports based on your goals. There are a number of separate reports for e-commerce representatives.


Yandex Metrika

Yandex Metrica works on the same principle as Google Analytics, first you also need to install a counter and determine the type of goal you would like to track. This service offers 3 types of goals for analysis:

  • views of a specific page of the site
  • the number of pages viewed by one user per visit;
  • events reflecting positive changes on the site.

If a visitor performs the actions specified in the metric when going to the site, then such actions will be considered targeted. I would like to note that there are several types of goal complexity:

  • Simple
  • Composite

Simple - are goals that require only one step to achieve. Compounds, in turn, are two or more user steps. Composite goals for conversion analysis are valuable because they thanks to them, it is possible to trace the user's path in more detail and at what stage there are obstacles to performing the target action. Information collected using the service is provided in reports. To properly set goals, you can use the services of our specialists who will develop a campaign for promotion of your site.

What conversion rate is considered normal?

There is no single answer to this question. It is generally accepted that a normal conversion is 2-3%, in fact, these figures are too approximate and do not reflect the effectiveness at all. For each specific business, this indicator can be completely different, because each company has its own characteristics. The size of the company, its location, the type of goods or services provided to the client, the seasonality of sales, and a number of other important factors are important. A good website conversion rate for your business can definitely be called the one that pays for the cost of attracting traffic to the site, maintaining the site, as well as operating expenses. Therefore, SEO promotion specialists most often derive the optimal indicator individually for your business and try to increase it in various ways.

Check out our case “Increasing the number of online store conversions” the methodology for increasing conversion for an online pet store is reflected in detail. What exactly affects the conversion rate and what methods should be used to increase it, we will consider further.


What affects the conversion rate of a website?

The conversion rate is an indicator that reflects the loyalty of resource users. Why is this rate decreasing? Our experts have covered this in more detail in the article.: “10 reasons why the conversion rate has dropped on the site?”. A number of factors affect the conversion rate of a site, below we will present the most common of them.

External factors of influence

External factors of influence are formed before the user interacts with the site. They can be divided into two groups:

  • Advertising. Attracting additional traffic through advertising campaigns is usually reflected in the conversion rate.
  • SEO. A large segment of users comes to the site through search engine promotion. If your site occupies TOP positions in search results, then this will help attract more traffic and increase conversions.

Internal factors of influence

Internal factors have a very large influence on the conversion. It depends on them whether the user performs the target action or not. Therefore, it is extremely important to pay special attention to them.

  • Site usability. If the visitor is uncomfortable using the resource, of course, he will leave it. It is extremely important to develop the correct logic and structure of the site, which will be understandable and convenient for a potential buyer.
  • Content. The quality of the content posted on the site also significantly affects the conversion. Make sure that it is useful for users and increases their loyalty to the resource.
  • Design. The appearance of the resource is often a fundamental factor in the decision of the user. If the resource is visually unattractive, this will help reduce conversion growth and increase bounce rates.
  • Technical correctness of the resource. The correctness of the site is extremely important for the conversion rate. All forms and widgets should work. And the speed of the resource should not exceed 1-2 seconds, otherwise users will leave the site.


The conversion very accurately reflects the possible problems and malfunctions of the site. It is extremely important to analyze this indicator for the effective operation of the site and increase profits.

Author: Manko Karina, Content Marketing Specialist

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