Tag Archives: conversion rate analysis

How To Apply Smart Filter When Analyzing Graphs

When you’re analyzing a graph with many cohorts, such as conversion of a certain goal by referrer, you will get many values. It is hard to identify the meaningful values as there can be many referrers that brought only few visitors each. Using the Smart Filter you can eliminate values that are not significant. It will remove cohorts that have conversion of 100% and cohorts that have few visitors. The resulting graph will be much easier to understand and will let you focus on the important contributors to the conversion.

In figure 1 you can see part of the many referrers that contributed to page ‘albums’. In figure 2 you can see the same graph with the Smart filter turned on. The resulting graph has only 3 values. Note that the result can be different for different analysis periods. If a referrer contributed a lot at specific time and then stops bringing traffic to specific page or goal, it will eventually be filtered out when Smart Filter applied.

 

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Figure 1: conversion of page ‘albums’ by referrer with Smart Filter off

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Figure 2: conversion of page ‘albums’ by referrer with Smart Filter on

You can apply the Smart Filter on any view and it will clean the graph for you. With the resulting graph you can continue by sorting values top-down to get the most significant contributors.

Website Visitor Conversion Rate Definition

Website Conversion Rates, SEO and Website Optimization have become overwhelming for many business owners. The pressure to attract traffic and unique visitors weighs on the minds of many, but website traffic alone is not enough. Companies are incorporating conversion strategies and measuring conversion rates.

What Is Visitor Conversion Rate?

A conversion rate or “visitor conversion rate” is a term used to define the percentage of website visitors who are “converted” from passive visitors into active visitors. It is the percentage of users who take a desired action. Passive visitors will read through your content and then leave. That’s it. Those who are converted into active visitors will either buy your product, sign up for your newsletter, sign up for your course, or click on links that you request. Converted visitors can be seen as visitors who achieve your website goals. When tracking visitors to your site, it is important to track the number of visitors separately from the conversion rates so that you can monitor your true website performance. Pure number of visitors, without conversion rate can hide the real picture.  The percentage of visitors who took action on your site is the conversion rate. If out of 100 visitors per day, two people were converted into active visitors by purchasing your product for example, then your daily conversion rate is 2%.

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Visitor website conversion

How to Rank Visitors

The most important thing is to remain consistent when analyzing your converted customers. You will have repeat visitors who may continue to purchase your product and therefore increase your conversion rate. But then you might also track your conversion rate based on unique visitors. It is okay to analyze both sectors, but it is critical that you separate the data in order to have true numbers. If all of your conversion rates come from repeat clients, then you must re-strategize your social media and marketing plans.

Frequency of Conversion Rate Analysis

This schedule will differ from company to company, but there are some guidelines. If you measure your conversion rates weekly, you may not obtain true numbers. If you measure your conversion rates once or twice a year, you won’t be able to correct issues since you won’t see conversion rates drop. The ideal frequency for monitoring conversion rates is monthly, but may vary depending on the nature of your business and number of website visitors. This will provide enough data in order to track your peak business times and catch low conversion rates in a reasonable period.

Why Conversion Rates are Important

Conversion rates are the single most important indicator of your websites’ performance. If your conversion rates are low, then you must analyze what went wrong. If you have a new website and conversion rates are just not increasing, then you may want to review not only your marketing campaign, but also your web site’s design. Is your design easy to navigate? Is it clear and concise? Does it have enough white space so that it doesn’t look busy and cluttered? These are areas that you will need to consider.

Tips on Improving Conversion Rates

• Publish unique content

• Have a clear message

• Offer free trials

• Provide a fair return policy

• Throw in a free reward for conversions

• Have a clean website design

• Ensure that your user interface is easy to navigate

How To Find Conversion Rate of Specific Segments

When analyzing a goal it is important to understand the conversion rate of specific visitor segments or cohorts. For example: 14% of visitors who were referred by ‘Bing’ achieved goal ‘signup’. This means that ‘Bing’ has conversion rate of 14%. If you look just at the absolute number of visitors you might be missing important information: ‘Google’ may be driving x5 more traffic than ‘Bing’ but with lower conversion rate.
Back to Segmentation: first you choose the dimension you want to analyze (e.g. geo-location, time-of-day, referrer, etc.), and then look at the conversion rate of the sub-segments. There might be many sub-segments in some cases (for example countries) so you should remove cohorts that are too small. The ‘smart-filter’ will do that for you when you enable it for a specific graph.
The following short tutorial video demonstrates how to segment a goal by geo-location and find statistically meaningful countries.