Conversion
Conversion is the potential of the site to convert visitors to customers - for instance when the site is successful in converting the visitor to a shopper or to a newsletter subscriber. From the viewpoint of marketing conversions it turns non-buyers to buyers, from the controlling viewpoint it turns costs into contributions. The conversion rate is the ratio of the total visitors to those who have completed the desired actions (purchase, filling out a contact form, downloading a brochure etc.). It is a decisive success factor for the evaluation of websites, and therefore an important value for the analysis. contentmetrics defines with its customers the success metrics and KPIs that will contribute to the success of their strategy. The tools used will be configured based on this concept, and as a result practical conversion rates may be calculated. Conversion may also be split into individual segments and evaluated that way. For instance, a purchase may be divided into the steps "Look - Click - Basket - Buy" for this micro conversion. This process will provide insights into critical phases of the "customer live cycle".
