Conversion
In online marketing, a conversion refers to the successful conversion of a visitor into a prospective customer or customer. Whenever a user performs a desired action - for example, makes a purchase or registers - this is referred to as a conversion. It shows that a marketing objective has been achieved.
The most important facts about conversions in a nutshell:
Definition: Conversion = desired action in online marketing (e.g. purchase, registration, click).
Examples: Conclusion of purchase, form, webinar registration, CTA click, video view, cookie consent.
Types:
Macro conversions: purchase, full registration, contact.
Micro conversions: Newsletter, downloads, clicks, scroll depth.
Methods: Goals, events, tracking codes, server-side tracking.
Conversion rate: Proportion of conversions ÷ visitors × 100
What types of conversions are there?
There are basically two types:
Hard conversions (macro conversions): Important business transactions such as purchase, complete registration or contact.
Soft conversions (micro conversions): Preliminary stages that signal interest, such as newsletter registrations, downloads or reaching a scroll depth.
How does a conversion differ from similar terms?
Macro conversions are main goals such as purchases, micro conversions are smaller steps such as clicks or scroll depth.
A lead is simply the initiation of contact (e.g. providing an email address). A conversion describes the goal achieved, such as a purchase.
What examples of conversions are there?
Typical conversion actions are
✔️ Completing a purchase in the online store
✔️ Filling out a contact form
✔️ Registering for a newsletter, webinar or demo
✔️ Downloading content (e.g. whitepaper, app)
✔️ Clicking on a call-to-action (CTA)
✔️ Watching a video
✔️ Consent to cookies
Conversions that are linked to each other are ideal, such as the conversion of a website visitor into a prospective customer and the subsequent conversion of the prospective customer into a buyer - in the best case, into a long-term customer:
A visitor subscribes to the newsletter → clicks on a product in an email → completes the purchase in the online store.
How are conversions measured and tracked?
Conversions are recorded using web analysis tools such as Google Analytics, Matomo or the Google Tag Manager. Various methods are used for this. Targets are often defined, such as reaching a specific page after an order or registration. Events can also be measured that map specific interactions such as clicks on buttons, downloads or the viewing of a video.
Tracking codes are used for technical implementation, for example in the form of pixels or JavaScript snippets that log user actions. Tag management systems can be used to flexibly control and manage these codes without having to constantly adapt the website's source code. Server-side tracking, which provides more stable data and also meets higher data protection standards, is also becoming increasingly important.
What is the conversion rate and how is it calculated?
The conversion rate (CR) describes the ratio between conversions and visitors as a percentage.
Formula:
CR = (number of conversions / number of visitors) × 100
Example calculation:
50 conversions with 1,000 visitors result in a conversion rate of 5%. Average values and influencing factors vary considerably depending on the industry, website type and target group.
How are conversion, funnel and customer journey connected?
A conversion is closely linked to the customer journey and the conversion funnel.
Conversion funnel: describes the individual steps from initial contact to conversion.
Customer journey: covers the entire path of a user across various touchpoints.
Targeted funnel optimization reduces abandonment and increases the ROI, as more users are led to the conclusion.
How can the conversion rate be optimized (CRO)?
Landing pages should be consistently focused on a single conversion goal to avoid distractions.
Clear and visible CTAs motivate users to take the desired action and increase the completion rate.
A mobile-optimized website ensures a better user experience and more conversions on smartphones and tablets.
Ratings, seals and certificates create trust and lower the inhibition threshold for conversions.
Individually tailored content increases relevance and boosts the likelihood of conversion.
Regular tests help to identify and implement the most effective variants of CTAs, layouts or content.
What conclusions can be drawn on the subject of conversion?
Conversion is a decisive indicator for the success of online marketing measures. It shows whether users actually carry out the desired action - such as making a purchase, registering or filling out a form. A high conversion rate means that the target group, offer and user guidance are optimally coordinated. Companies that continuously measure their conversion and increase it through targeted optimization not only increase the efficiency of their campaigns, but also their sales and growth in the long term.
