Conversion

This entry keeps to that shop sense of the word; conversions as an advertising metric are a separate subject.

The analytics tool Matomo describes its Goals feature as a way to track a website's performance against business objectives such as lead generation, online sales and increased brand exposure. Matomo Matomo Matomo is an analytics platform, a PHP and MySQL program that you can install on your own web server; it is released under the GPL version 3 or later. 's FAQ says the conversion rate is usually the most important goal metric, because it lets you compare whether a site is converting better or not. The absolute number of conversions on its own tells only part of the story.

Our Conversion Optimization service works on the path to purchase: product pages, filter navigation and checkout. It combines A/B tests, which compare versions of a page, with analysis of how visitors use these pages and work on each step along that path. On rollenrampe.de, one of our own shops, the tool that really turns visitors into buyers is a product finder based on dimensions: rolls are identified by width, core diameter and length. In one client project, automatically generated guide articles show readers, partway through the article, products they can buy, so an article brings in visitors and also leads them towards a purchase.