Conversion tracking
The term visit action evaluation or English conversion tracking describes the part of website analytics that measures the effectiveness with which an addressed group of people is induced to carry out desired actions. The number of conversions is determined.
Determination of parameters
The general calculation of a rate is based on the formula
For the order conversion rate, the base event is visiting the website and the target event is placing an order. If a website has 10,000 visitors within a month and booked 250 orders during this period, an order conversion rate of was achieved .
However, web-based conversion tracking usually reaches its limits when the user leaves the Internet and establishes a telephone contact. This so-called media break has now been overcome by so-called telephone tracking .
Conversion tracking methods
- Log analysis - This method relies on the records of the website's web server .
- Script Tracking - The program used ( CMS , online shop ) records relevant data.
- Tracking Service - Scripts from a third-party service are built into the individual pages of the website and record relevant data. The site operator logs in to the service provider's website via password-protected web access and calls up his data there.
In all three cases, the recordings are evaluated by a program that generates statistics and reports from them.
Most important parameters
In the e-commerce conversion tracking is particularly important because it sheds light on the success of measures, presentations, user guidance, etc., have a direct impact on the turnover generated. The most important parameters (always related to the number of objects mentioned) are
- Order conversion rate - the ratio of orders to visitors
- Basket conversion rate - the ratio of orders to shopping carts
- Order abandonment rate - the ratio of orders to started order processes
- Visitor conversion rate - the ratio of visitors to an explicit website (webpage) to visitors to the website
- Registration conversion rate - the ratio of visitors to a website who register to visitors who leave the website without registering.
- The ratio of newly registered customers to new customers (without registration)
- The ratio of registered customers who order several times (regular customers) to registered customers
- The ratio of newsletter recipients to readers and (due to the newsletter) to visitors ( click-through rate ) and to buyers (order conversion rate of the newsletter)
literature
- Jörg Dennis Krüger: Conversion Boosting with Website Testing . mitp-Verlag, 2011, ISBN 978-3-8266-9079-2 .