Conversion
A desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
In practice
Define what your 'conversion' is: a purchase? add to cart? sign-up? Defining it wrong means optimizing for the wrong thing.
Common misconception
Thinking conversion means only a purchase. Micro-conversions (ATC, checkout, wishlist) are the map to the treasure on the site.
How to fix it
Did conversions drop? Check by stage: fewer visits to the product page? → a traffic problem. Arriving but not adding to cart? → a product page problem. Adding but not paying? → a checkout problem.
Example
A sporting goods store asked 10 friends to try buying and think out loud. 8 got stuck at checkout on the 'passport number' field. Removing the field led to +23% conversion within a week.
Priority
Map your conversion funnel from day one: visit → view → ATC → checkout → purchase.
Related terms
Keep learning. Metrics that touch the same area:
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
- Click RateAnalyticsThe percentage of recipients who clicked a link. Average: 2-3%. A CTOR (click-to-open rate) of 10-15% is a good target.
- Hard BounceAnalyticsAn email that failed to deliver due to a permanent reason (address doesn't exist). Must be removed immediately — hurts deliverability.
Jimmy tracks your Conversion, automatically
WhatsApp alerts when something important changes. No dashboards, no hassle.