Conversion rate: what it is, how it is calculated and how to improve it

Attracting a customer to a store or bringing visitors to a site is only part of the job: what really matters is what these users do once they arrive – do they buy a product, fill out a form, sign up for a newsletter? Turning interest into concrete action is the goal of every business, online and offline, and true success is measured in the ability to convert opportunities into results. The conversion rate is the metric that expresses this effectiveness, indicating how many people take the desired action out of the total number of potential customers involved. It is a number that makes a difference in any industry: for an eCommerce business it means sales generated, for a B2B company it can indicate leads collected, for an advertising campaign it signals return on investment. Optimizing the conversion rate allows you to achieve more with the same resources, improving results without necessarily having to increase the budget and invest more in advertising or acquisition strategies. In this article we will look at what determines the conversion rate, how it is calculated and what strategies allow you to increase it; we will look at benchmark data, useful tools and practical techniques to improve performance in different areas. Because every visit, contact or click can turn into something more if it is managed with the right strategy.

What conversion rate is

Conversion rate is a metric that measures the effectiveness of a business in turning its users or visitors into customers, subscribers or qualified leads. It represents the percentage of people who take a desired action out of the total number of those who are exposed to a given message, content or offer. This metric is used in a variety of areas, from eCommerce to lead generation, from paid advertising to user experience, to understand the extent to which a campaign or web page succeeds in achieving its goals.

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In the digital world, it indicates how much a website, an advertising campaign or a landing page can persuade visitors to perform a specific action, which we define as conversions.

To clarify, we can imagine a website as a physical shop: every person who enters the shop is a visitor, but not all visitors will buy something. Those who actually buy a product become “converted” customers, and the conversion rate is essentially the percentage of visitors who have made the desired conversion.

Improving the conversion rate means getting more with the same resources: a site that turns 5% of its visitors into customers is more effective than one that converts only 1%, regardless of the total number of users. Understanding how this metric works and what factors influence it allows you to optimize acquisition strategies and maximize the value of traffic on your site.

Definition of conversion and conversion rate

A conversion occurs every time a user carries out an action useful for a business: it could be the purchase of a product, subscription to a newsletter, booking an appointment or downloading content. The type of conversion varies according to the company’s objectives and business model. If we run an online shop, a conversion could be the purchase of a product; for a blog, it could be a subscription to the newsletter; for a service site, it could be filling in a contact form. Basically, a conversion is any action that we would like visitors to carry out.

The conversion rate is therefore used to monitor the quantity of conversions on a web page or a marketing campaign, depending on what we have decided to monitor.

From a “numerical” point of view, it represents the percentage of visitors who complete a goal, as set by the site owner, and it’s a value that can also be found in Google Analytics.

Specifically, it is calculated by taking the total number of conversions, dividing it by the total number of people who visited the website, and multiplying this figure by 100 to generate a percentage.

The formula for calculating the conversion rate is therefore:

(Number of conversions / Number of visitors or interactions) × 100

An eCommerce site, for example, could register 200 sales out of 10,000 unique visitors per month, resulting in a conversion rate of 2%. In a lead generation context, the company could receive 50 requests for quotes out of 2,000 clicks generated by advertising, with a conversion rate of 2.5%.

The conversion rate of the site is therefore the number of times a user completes a goal divided by the site’s traffic: If a user can make a conversion on each visit (for example, by purchasing a product), we simply divide the number of conversions by the number of sessions (the number of unique times a user has visited the site); if we are selling a subscription, we divide the number of conversions by the number of users.

Calculating the conversion rate allows us to set a benchmark for the performance of the web page or campaign: in this way, all the changes made and the corresponding results generated can be measured against the original conversion rate. A higher conversion rate means that a higher percentage of visitors are taking the desired action, which is a good sign. On the other hand, a low conversion rate could indicate that something is wrong, such as a confusing website design, an unclear marketing message or an unattractive offer.

Metrics related to the conversion rate

The conversion rate is often associated with other metrics that provide a more complete picture of digital performance. These include macro-conversions and micro-conversions, as well as complementary KPIs such as CTR, bounce rate and retention rate.

To recap, the Click Through Rate represents the percentage of people who click on an ad or call-to-action compared to the number of views. The bounce rate indicates the percentage of users who leave a site after visiting only one page – and a low conversion rate combined with a high bounce rate can indicate problems with the user experience. Finally, the retention rate indicates the percentage of users who return to use a service or site after a first conversion, and is a useful metric for evaluating customer loyalty.

However, not all conversions have the same value. Some actions bring a direct benefit to the company, while others help guide the user towards a final goal. We can therefore distinguish between:

• Macro-conversions: actions that have a direct impact on turnover or business objectives, such as purchasing a product, taking out a subscription or requesting a quote.
• Micro-conversions: intermediate actions that prepare the user for the main conversion, such as viewing a product sheet, downloading a brochure or adding an item to the shopping cart.

Analyzing user behavior through these two categories allows you to identify critical points in the conversion process and take action to improve the purchase or registration process.

Why the conversion rate is a critical KPI in digital marketing

The conversion rate is one of the most important metrics for evaluating the effectiveness of a digital activity. Increasing the number of visitors to a site does not guarantee an increase in sales or subscriptions, while optimizing the conversion rate allows you to get more out of the same resources. A site with many visits but few conversions could have problems with the user experience, content, prices or calls to action. Measuring and optimizing the conversion rate helps to identify and resolve these obstacles, improving performance without necessarily having to increase traffic.

The conversion rate is also an essential element in paid advertising campaigns. If a campaign generates many clicks but few sales, it means that the message, the landing page or the offer are not effective enough. Reducing the customer acquisition cost (Customer Acquisition Cost – CAC) and maximizing the return on the invested budget is only possible with a solid conversion rate.

The relationship between conversion rate and ROI

The return on investment (ROI) is directly influenced by the conversion rate. If the conversion rate increases, the cost per acquisition decreases and the profit margin improves. For example, a Google Ads campaign that generates 10 sales out of 1,000 clicks with a CTR of 1% might not seem very profitable, but if optimizing the conversion rate increases sales to 20 with the same traffic, the return on investment grows without the need to increase the advertising budget.

Optimizing the conversion rate is therefore a strategic operation that improves the sustainability of any digital activity, making every euro spent on marketing and advertising more efficient.

The conversion rate and the performance of the site

In addition to representing a quantitative metric, the conversion rate is a qualitative indicator of the health of a website. If users arrive but do not interact, the problem could be related to navigation, the clarity of the information or the credibility of the brand.

A site with an unintuitive design, long loading times or a complex checkout will inevitably have a lower conversion rate. Usability, therefore, plays a decisive role: making processes more fluid and immediate can be the main lever for improving overall performance.

Macro and micro-conversions

Macro and micro-conversions allow for more detailed and personalized strategies.

Macro conversions always represent the main objective: for an eCommerce site it’s a sale, for a B2B site it’s a request for a quote. However, the user’s path is not always linear, and this is where micro conversions come into play, helping to build trust and bring the user closer to the final objective.

For example, on a clothing website, a macro-conversion is the completion of an order, while micro-conversions can be signing up for the newsletter, adding a product to favorites or viewing the reviews page. Tracking and optimizing them allows you to identify critical points in the funnel and constantly improve the overall conversion rate.

What is the conversion rate used for and why is it important?

The conversion rate is one of the most important indicators for measuring the effectiveness of a business strategy, because it provides a clear indication of the overall efficiency of a sales or lead acquisition system. When the conversion rate is high, it means that the user’s path is optimized, the perceived value of the offer is clear and the overall experience is satisfactory.

Regularly monitoring this metric is essential for any type of business, as it allows you to understand if the public is responding positively to an offer or if there are elements to be improved. A low conversion rate can indicate problems in the user experience, in the quality of traffic or in the value proposition. On the contrary, an increase in the conversion rate leads to greater efficiency, maximizing results without necessarily having to increase advertising expenditure or traffic volume.

The importance of the conversion rate extends to different sectors and business models. For eCommerce, determining how many visits translate into purchases helps optimize prices, product descriptions and the checkout process. For B2B marketing, improving the percentage of leads that become customers allows you to refine your lead nurturing strategy. In digital content, studying the impact of newsletter subscriptions or resource downloads allows you to evaluate the effectiveness of communication and calls to action.

Optimizing the conversion rate doesn’t just involve improving a single activity, but also affects the economic sustainability of a project. If each advertising investment leads to a greater number of conversions, the cost per customer acquisition is reduced and the profit margin increases. Understanding how to optimize it therefore becomes a competitive advantage, especially in highly competitive sectors.

Impact on business and marketing strategies

A high conversion rate means that a company is managing to make its interaction process with the public effective and efficient. This brings direct advantages both in terms of profitability and the sustainability of marketing activities. When a website has an optimal conversion rate, each visit obtained generates a higher value. This reduces the need to invest in expensive traffic boosts, making the available budget more efficient.

One of the most obvious effects of a good conversion rate is the reduction of the cost of customer acquisition (CAC). If an advertising campaign attracts 10,000 visitors to a landing page with a conversion rate of 2%, it will obtain 200 conversions. Increasing the conversion rate to 4% would mean getting 400 conversions without increasing advertising spend. This improves the return on investment and ensures more sustainable growth.

The impact of the conversion rate extends beyond digital marketing, involving broader business strategies as well. A company that improves its ability to convert leads into customers will increase its profitability without having to constantly expand its user base. This approach allows for more controlled scaling up, investing resources in loyalty strategies and improving the customer experience.

The conversion rate in the different phases of the funnel

Each interaction with a potential customer takes place in a specific context, and the conversion rate changes depending on the phase the user is in. The conversion funnel is a model that describes the path taken by visitors, divided into four main phases: awareness, consideration, decision and loyalty.

In the awareness phase, conversion mainly consists of obtaining initial interest. The user could view a post on social media, click on an ad or visit a page on a website for the first time. In this context, a good conversion rate relates to actions such as time spent on the page, interaction with the content or subscription to a newsletter.

During the consideration phase, users evaluate different options before making a decision. The conversion rate in this phase can depend on actions such as downloading a guide, comparing different products or interacting with reviews and testimonials. A site that facilitates comparison and offers detailed information can significantly increase the likelihood of conversion.

In the decision phase, the conversion rate directly measures how many people complete the desired main action. In an eCommerce, this means finalizing the purchase; in a B2B business it can be requesting a quote, while in a lead generation strategy it corresponds to registering for a service. Here, elements such as the clarity of the advantages offered, trust in the brand and the simplicity of the purchasing process come into play.

Finally, the loyalty phase is about maintaining the relationship with the customer. Here too there are conversion metrics, such as the repurchase rate, participation in loyalty programs or interaction with exclusive content. Optimizing conversion at this stage not only increases the value of each customer acquired, but also reduces dependence on activities to acquire new users, improving the stability of the business in the long term.

Relationship between conversion rate and company profits

The conversion rate has a direct impact on a company’s profitability. With the same amount of traffic, a small improvement in the conversion rate can lead to significant increases in sales. This happens because each visit acquired becomes more valuable: if the cost of bringing a user to a site remains the same, but the percentage of those who perform the desired action increases, a greater return on the investments already made is obtained.

The influence of the conversion rate is also evident in the optimization of the CAC, i.e. the average cost that a company has to sustain to obtain a new customer. Improving the conversion means reducing the number of interactions necessary for a user to complete his path, thus lowering the costs associated with the sales process. This concept is fundamental in advertising campaigns, where every additional percentage point in the conversion rate allows you to optimize every euro invested.

Similarly, a good conversion rate helps improve revenue forecasting and resource planning. A company that knows its conversion rate precisely can more accurately estimate how many new customers it will get for a given volume of traffic or advertising investment, making the decision-making process more efficient.

Conversion rate and marketing strategies

In digital marketing, the conversion rate is a parameter that determines the success or failure of a campaign. Any form of promotion aimed at obtaining clicks, views or engagement must generate a concrete action in order to be effective.

In pay-per-click (PPC), the conversion rate determines the effectiveness of each euro spent on advertising. If a campaign has a high CTR but a low conversion, the problem could be the quality of the landing page or a mismatch between the ad and the offer.

In content marketing, the conversion rate measures the impact that a specific piece of content has on the user’s actions. For example, an optimized blog doesn’t just generate traffic, but guides the reader towards a specific action, such as subscribing to a newsletter or downloading a resource.

In email marketing, the conversion rate indicates how many recipients perform the desired action after opening an email. Optimizing the CTA, the copy and the segmentation of the audience allows you to increase the return on each campaign.

Who uses the conversion rate and which sectors benefit from it

The conversion rate is a cross-cutting metric that can be applied to multiple sectors and business models. It doesn’t just apply to eCommerce or online advertising, but to any activity where it’s necessary to transform an initial interest into a concrete action. Whether it’s a company that sells physical products, a subscription service or a blog that aims to build audience loyalty, the conversion rate is a key performance indicator.

This metric is widely used in many areas with different objectives. In the digital marketing sector, the conversion rate is used to measure the effectiveness of advertising campaigns and evaluate the return on advertising investments. In online commerce, it plays a decisive role in measuring the percentage of visitors who purchase a product. In subscription-based or SaaS business models, it indicates how many users move from the free trial phase to purchasing a premium plan. In media and blogs, the conversion rate helps monitor subscriptions, audience engagement and monetization through advertisements.

Understanding how this metric is used in different sectors allows us to highlight its strategic importance and identify effective methods to increase it. The work of analysis and optimization is often shared among different professionals, each of whom contributes to improving specific aspects of the user experience and the conversion funnel.

Role of the conversion rate in various sectors

The conversion rate is fundamental in sectors with different business objectives, but united by the need to increase the effectiveness of acquisition and loyalty activities.

In the world of eCommerce, the conversion rate is one of the main indicators of success. It allows you to measure how many visitors make a purchase compared to the total number of visits to the site. A high value indicates that the sales process is optimized, while a low conversion rate suggests potential problems related to user experience, prices, customer confidence or available payment methods. Optimization involves strategies such as simplifying checkout, improving product sheets and using remarketing techniques.

In companies that offer Software as a Service (SaaS) or digital subscription services, the conversion rate helps to measure the effectiveness of the freemium model in converting free users into paying customers. A SaaS company can, for example, evaluate how many users activate a trial account and how many subsequently subscribe. A low conversion rate at this stage may indicate problems in the pricing strategy, in the application interface or in the perceived value of the service.

Content platforms, such as blogs and editorial sites, also actively use this metric. In the media and digital publishing sector, the conversion rate measures how many readers subscribe to a newsletter, how many interact with the content or how many periodically return to the site. Improving the conversion rate in this context means creating effective strategies to increase the time users spend on the site, boosting engagement and loyalty through personalized content, non-invasive subscription pop-ups and optimized navigation paths.

In the sector of lead generation, the conversion rate is closely linked to the ability to transform visitors into useful contacts for the company. Consulting firms, agencies and B2B businesses depend on their ability to collect requests for quotes and contact information to start business negotiations. Measuring this indicator allows you to identify critical points in the customer acquisition process, such as unpersuasive pages, overly complex contact forms or an insufficiently clear offer.

All these sectors share the objective of increasing the value generated by the traffic acquired. Monitoring and optimizing the conversion rate allows you to identify areas for improvement and adopt targeted strategies to maximize results with the same available resources.

Who analyzes and optimizes the conversion rate

Optimizing the conversion rate is a multidisciplinary activity that involves different professionals. There isn’t a single area of expertise to which it belongs, since the work of improvement involves data analysis, marketing strategies, user experience design and content management.

CRO specialists (Conversion Rate Optimization Specialists) are specifically concerned with improving conversions through A/B testing, user behavior analysis and sales funnel optimization. Their job is to identify the critical points that hinder conversion, developing strategies to make each phase of the user journey more effective.

Data analysts play a key role in interpreting the numbers. Using web analytics tools such as Google Analytics, they track user behavior and identify trends that help understand why some visitors convert and others don’t. Analyzing where users leave the site or which pages have a lower conversion rate allows you to identify any problems and intervene with targeted optimizations.

SEO specialists and PPC experts contribute to optimizing the conversion rate by working on the quality of incoming traffic. It’s not just about bringing more users to a page, but about intercepting the right audience, targeted to the offer. Qualified traffic, coming from relevant searches or targeted ads, will have a much higher probability of generating conversions than random users attracted by poorly profiled promotions.

UI/UX designers have the task of improving the user experience, creating intuitive interfaces and a navigation flow that naturally guides towards conversion. A smooth purchasing process, a clear layout of the elements on the page and the reduction of friction points are all aspects that have a direct impact on the user’s willingness to buy. Mobile optimization is also a fundamental part of their job, given that an increasingly significant part of browsing takes place on smartphones and tablets.

Finally, entrepreneurs, sales managers and product managers are directly interested in analyzing the conversion rate because this metric influences the economic sustainability of the business. A careful eye on the data helps in making strategic decisions about pricing, assortment, investment priorities and growth strategies.

Optimizing the conversion rate is therefore a process that involves several areas, from technology to marketing, from design to data analysis. Every action taken to improve the effectiveness of a site or a campaign affects the overall ability of a business to generate value from the contacts acquired, making it more competitive and sustainable in the long term.

How to calculate the conversion rate

The conversion rate is a quantitative indicator that measures the ability of a business to transform traffic or interactions into concrete actions. Calculating it accurately is essential to understand the effectiveness of the strategies implemented, identify any obstacles in the user journey and optimize campaigns and processes.

The standard formula for calculating the conversion rate may seem simple, but its application varies depending on the context in which it is used. In fact, there are different ways of calculating it depending on the type of conversion being monitored, the attribution model used and the tools employed for the analysis. For this reason, it is important to know which variant to use depending on the objective to be measured.

Standard formula and calculation variants

As mentioned, the conversion rate is traditionally calculated using the formula:

(Number of conversions / Number of visitors) × 100

For example, if an eCommerce site records 500 sales out of 20,000 visits in a month, the calculation would be:

(500/20,000)×100=2.5%

This is the most common formula used to measure the ability of a website or web page to transform traffic into concrete actions. However, the concept of “visitors” can vary depending on the context of measurement, and this is where some differences in the method of calculation come into play.

• Sessions: the conversion rate can be calculated with respect to the number of sessions instead of unique visitors. In this case, the number of times a desired action has been carried out is measured with respect to the total number of visits to the site. This is useful for sites where a user may return several times before completing an action.
• Unique users: calculating the conversion rate on unique visitors provides a more precise indication of a site’s ability to transform new users into customers or leads, without considering repeated visits by the same person.
• Advertising impressions: in digital advertising, the conversion rate can refer to the number of times an ad has been displayed instead of clicked on. In this case, the calculation is made by dividing the conversions by the impressions and multiplying by 100. This method is useful for getting an idea of the overall effectiveness of a branding campaign.

Depending on the business model or strategy used, choosing the right calculation formula allows for a more accurate assessment of the impact of conversions.

Direct conversions vs. post-impression

Not all conversions occur at the exact moment a user interacts with an ad or a page. In many cases, the conversion path develops over time and through different touchpoints. For this reason, it is useful to distinguish between direct conversions and post-impression conversions.

A conversion is direct when the user performs the desired action immediately after a critical interaction, such as clicking on an ad or reaching a landing page. This type of conversion is more common in search campaigns, where the audience is already aware of the need for a product or service and acts immediately. For example, if a user searches for “running shoes on offer”, clicks on a Google Ads ad and buys immediately, the conversion is directly attributed to that click.

Post-impression conversions – or view-through conversions – occur when a user is exposed to an ad, but does not immediately interact with it. However, in the following days, they spontaneously return to the site and complete the desired action.

This metric is particularly relevant in branding and remarketing strategies, where the objective is more oriented towards creating awareness rather than immediate conversion.

For example, a user might see an Instagram ad for a subscription service, but not click on it right away. After a few days, remembering the brand, they visit the site directly and activate a premium account. In this case, the conversion is measured as a post-impression.

Measuring post-impression conversions is crucial to evaluating the real impact of visual advertising campaigns, such as display ads and video ads. Without this metric, there is a risk of underestimating the contribution of ads that do not generate immediate clicks, but still influence user behavior over time.

Tools for tracking conversions

To correctly measure the conversion rate and distinguish between direct and post-impression conversions, it is necessary to use advanced tracking and analytics tools. The most reliable platforms offer detailed features that allow you to segment traffic, analyze user behavior and correctly attribute conversions to each source.

Google Analytics is the most widely used tool for monitoring user behavior on a website. It allows you to set custom goals, track conversion events and analyze the sales funnel. Thanks to the attribution feature, it is possible to understand which channels contributed most to the final conversion, helping to optimize marketing strategies.

With Google Analytics 4 (GA4), data-driven attribution allows you to verify the weight of each touchpoint in the conversion path, abandoning the classic last-click model in favor of a broader view of user behavior.

Meta Ads Manager, the advertising platform for Facebook and Instagram, allows you to monitor both direct and post-impression conversions. Thanks to the integration with the Meta Pixel, advertisers can track the actions that users take after seeing an ad, even if they don’t click immediately. This allows you to measure the real impact of remarketing and social advertising campaigns.

The use of post-impression conversions is particularly effective in display and video advertising, where initial engagement may not immediately translate into direct action. Meta Ads Manager also offers custom attribution models, which help advertisers understand which ads contribute most to a conversion, regardless of the time elapsed between display and user action.

For those who manage an eCommerce, Shopify Analytics is a complete tool that allows you to monitor sales, abandoned shopping carts and product performance. In addition to providing data on the overall conversion rate of the site, it allows you to break it down by different audience segments, traffic sources and devices used. One of the most valuable aspects of Shopify Analytics is the possibility to analyze user behavior at each stage of the sales funnel, identifying any critical points where the path is interrupted. With this data, merchants can implement targeted strategies to reduce abandonment and improve the overall conversion rate.

Conversion rate optimization (CRO): what it is, strategies and techniques

Conversion Rate Optimization (CRO) is the process of analyzing and improving user experiences with the aim of increasing the percentage of visitors who complete a desired action.

More precisely, CRO is a systematic process that serves to increase the percentage of visitors who undertake a specific action or goal on website pages, social channels, mobile apps or other online marketing campaigns. These desired actions can be of various types, depending on the type of site, and include, for example, the purchase of a product, a click on “add to cart”, subscription to a service, registration for a newsletter, download of a white paper, filling out a form or clicking on a link.

Unlike increasing traffic, which is based on greater exposure of content, CRO works on the quality of existing visits, improving their likelihood of translating into concrete actions. An effective conversion optimization strategy allows you to obtain more results without necessarily having to increase your advertising budget or the volume of users entering the funnel.

Techniques to improve conversion range from optimizing web pages to A/B testing to verify which elements influence user decisions, to more advanced strategies such as content personalization or the use of artificial intelligence to predict and dynamically adapt offers. Every change made must be based on real data and the analysis of user behavior, avoiding arbitrary choices or subjective hypotheses.

A well-implemented CRO brings tangible benefits: it reduces the abandonment rate, improves the browsing experience, increases public confidence and increases the return on investment of any digital activity.

Optimizing web pages to increase conversions

The way a page is designed directly affects the likelihood that a visitor will perform the desired action. An intuitive and fluid experience helps reduce friction in the decision-making process, while a confusing layout, slow loading times or non-optimized elements can cause the user to abandon the site before converting.

The first aspect to consider is the landing page, i.e. the page a user lands on after clicking on an ad or a promotional link. An effective landing page is focused on a single objective, with a clear design and a clearly visible call-to-action (CTA). The content must be persuasive, structured to highlight the benefits of the proposal without creating unnecessary distractions.

The speed of the site is another critical factor. Even the slightest delay in page loading can significantly reduce the conversion rate. Optimizing images, reducing page weight and using a Content Delivery Network helps improve performance.

Intuitive navigation facilitates the user’s path to the desired action. Well-organized menus, clear breadcrumb trails and linear purchase paths simplify the user experience, increasing the likelihood of conversion. In addition, a logical and predictable structure fosters user confidence, avoiding frustrations that could result in early abandonment.

Finally, mobile-first optimization is now essential. With an increasing share of traffic coming from mobile devices, ensuring that the site is perfectly navigable from smartphones maximizes conversion opportunities. Well-sized buttons, readable text without zooming in and a quick checkout help retain users and reduce interruptions in the conversion process.

The importance of A/B testing and heatmaps

Conversion optimization isn’t based on hypotheses, but on concrete data. A/B testing and heatmaps are two fundamental tools for understanding user behavior and making decisions based on real evidence.

A/B testing, also known as split testing, consists of comparing two variations of the same element to understand which one obtains better results. For example, a red CTA may be more effective than a blue one, a more direct title may generate more clicks than generic text, and a different image may influence the user’s perception of the product. Each test is performed on a representative sample of users, allowing the most successful version to be identified.

To perform effective A/B tests, you need to:

• Change only one element at a time to avoid ambiguous results.
• Collect enough data before drawing conclusions.
• Test on strategic pages, such as landing pages, product sheets or the checkout form.

Heatmaps, on the other hand, provide a visual representation of how users interact with a page.

Using tools such as Hotjar or Crazy Egg, it is possible to understand which elements attract the most attention, which are ignored and where users stop browsing. For example, if a CTA is placed in an area that receives few clicks, the conversion rate could improve by moving it to a more visible area. If users frequently leave a page without scrolling to the end, it may be necessary to rethink the way information is distributed or make the first content displayed more incisive.

Using A/B tests and heatmaps together allows you to obtain quantitative and qualitative data to combine to improve the performance of web pages.

Advanced CRO strategies and techniques

In addition to basic practices, there are advanced conversion optimization strategies that allow you to maximize results. Some of the most effective techniques include personalizing content, targeted remarketing, optimizing the checkout process, and using artificial intelligence to predict user behavior.

Personalization helps to offer a tailor-made experience for each user. The most advanced eCommerce and SaaS platforms use behavioral data to show personalized content, offers or suggestions, increasing the probability of conversion. A visitor who has viewed certain products could receive targeted recommendations based on their preferences or previous purchases.

Targeted remarketing allows you to recover users who have shown interest but have not yet completed the conversion. Through advertising campaigns on Google Ads or Meta Ads Manager, it is possible to show specific ads to those who have visited a site without making a purchase, reminding them of the product they saw or offering an exclusive discount. This approach allows you to reduce the abandonment rate and increase the conversion rate over time.

Simplifying the checkout process is essential for those working in eCommerce. If a user gets to the payment stage but abandons the cart, it means that there are obstacles that interfere with the final decision. Reducing the number of steps required, offering more payment methods and making the checkout process more fluid helps increase conversions. The introduction of options such as one-click checkout, which avoids the user having to repeatedly enter their details, can also make a big difference.

Finally, artificial intelligence and machine learning are revolutionizing CRO. Advanced algorithms analyze user behavior and predict the most likely actions, allowing content to be dynamically adapted or personalized incentives to be offered at the most opportune moment. Intelligent chatbot systems can guide users towards the desired action, improving engagement and reducing the risk of abandonment.

CRO today: focus (also) on user experience

CRO is the systemic process of optimizing this conversion rate, what we try to do to increase the number of people who actually complete the action.

Conversion rate optimization therefore takes place after the visit has arrived at the site and must necessarily pay attention to user satisfaction in their relationship with the content.

In recent years, in fact, the standard definition of CRO, centered on a “numerical” approach based on conversion percentages, averages and benchmarks, has been overcome and the work has been extended to understanding the people behind this data.

In this sense, CRO has been reinterpreted as the process that focuses on understanding what drives, stops and persuades users, in order to offer them the best possible user experience, which represents the reason why they convert and which, ultimately, improves the conversion rate of a website.

As Hotjar (from whom we took the image below) explains, in particular, many things happen before that coveted final action that we need to know and evaluate, such as:

• The specific Drivers that bring people to the website
• The specific Barriers that keep them away
• The specific Hooks that convince them to convert

Marketers have therefore begun to realize that CRO is not just about numbers, but also (or above all) about the people behind those data, thus focusing on the process of understanding website visitors: who they are, what they want and how we can make their experience on the site as simple and rewarding as possible. This means that instead of focusing exclusively on numbers, we have to go one step further to try to understand the behavior of users, their motivations and their needs.

This change has led to a more holistic approach to CRO: instead of making changes based only on averages and benchmarks, we need to understand the context behind the data, using tools such as user tests, interviews and surveys to gain a deeper insight into our users, and then use this information to make changes that will not only increase the conversion rate, but also improve the overall experience of the user.

The advantages of CRO and its relationship with SEO

To summarize, CRO aims to maximize the conversions of our visitors, exploiting as much as possible the incoming traffic on the pages of the site to obtain concrete results. It is therefore not directly related to attracting organic traffic to the website or to the positioning of the results page of a search engine, and therefore apparently seems “far” from SEO work, but in reality even an effective CRO activity can bring unique advantages in terms of SEO, as experienced by both professionals and the companies they work with.

These include:

• Greater user engagement

Optimizing the conversion rate also serves to optimize the website and campaigns for better engagement and, ultimately, conversions. An increase in engagement metrics can provide valuable information about campaign performance and what makes users interact with content.

• Better ROI

CRO leads to higher conversion rates, which means we can make better use of the resources we have and improve ROI, obtaining more gains from marketing: we can acquire more customers without necessarily generating more traffic or increasing the marketing budget.

• Valuable insights about users

The CRO process requires a better understanding of the audience, which will improve marketing efforts and content in general, identifying which language or message best suits their needs and supporting the identification of the right customers for our business. We will be better equipped to reach the right customers with the right messages at the right time.

• Better user experience

The website is the first “salesperson” of our brand and just like the “human” teams it must be professional, courteous and ready to answer all questions from customers. When users feel completely at ease on a website, they tend to stay there: CRO studies what works on the site and starting from these positive aspects we can work to expand them and improve the user experience.

• Increased customer confidence

Many actions require users to provide their contact information (email address, name, phone number, etc.) or directly their credit card in exchange for content, products or service information. This means that users must necessarily trust our site before releasing their information: CRO helps us build and strengthen customer trust and leave a positive impression on potential customers.

• Scalability

Even if we have a limited pool of potential customers to draw from, CRO allows us to get the most out of our existing audience to attract new customers. Our audience is not infinite: by transforming more visitors into buyers, we will be able to grow our business without depleting our pool of potential customers or exhausting our resources.

How to do CRO: the process to optimize the conversion rate

Optimizing the conversion rate is achieved through a process of optimization of the site, landing page or marketing campaign to increase the likelihood that a user will take the desired action. This optimization work gathers insights into the behavior of past users, information about customers and best CRO practices, and in general the basic CRO process is broken down into the following points.

1. Audience research

Examining the audience and analyzing the behavior of past customers in depth helps us understand what users are interested in, what they have difficulty with and how they interact with our brand.

2. Optimization

Using the insights gathered during audience research to optimize campaigns or pages for conversions. This work could include writing more compelling copy, adding enticing calls to action, redesigning the site for a better user experience, or otherwise removing bottlenecks from the sales funnel.

3. A/B testing

Most CRO changes are not completed in a single session: it is necessary to measure the adjustments on different components to see which ones really move the needle. In this sense, the classic A/B test is useful for verifying the effects of corrections: for example, we can experiment with two types of call to action to see which one performs better, i.e. has a higher conversion rate, or verify if a change in the colors of the buttons produces different effects, and so on.

4. Measurement

Data collection is also crucial, and it is therefore advisable to use analysis software (such as Google Analytics) to measure the success of the campaigns. In particular, experts suggest creating objectives to monitor conversions and then calculate the conversion rate by comparing it with the total traffic numbers.

5. Ongoing corrections

Optimization work is ongoing and we need to leverage analytics to monitor the success (or failure) of campaigns or pages, making changes as needed to improve the conversion rate as we go.

How to do it Conversion Rate Optimization: three possible paths

Working on CRO requires a combination of data analysis, testing and optimization: we should start by examining our data to understand where we are losing visitors in the conversion funnel, then test different changes to see which have the most positive effect on the conversion rate. Finally, we should implement these changes and continue to monitor our data to see how they are affecting our conversions.

The basic concept is that to optimize conversion rates we need to know where, what and for whom to optimize: this information is the cornerstone of successful CRO strategies.

Then there is the common myth about CRO that it can only be used for e-commerce sites: in reality, any website that presents a desired action for visitors can benefit from CRO, whether it’s a blog that wants more newsletter subscriptions, or a service site that wants more requests for quotes.

Before describing the methods for doing Conversion Rate Optimization, however, we need to talk about the possible approaches to this activity, which Moz distinguishes as the “analytics, people, bad” method.

• The analytics approach

Also called quantitative data analysis, this method provides tangible data on user behavior on the website. It all starts with the use of a solid web analytics tool, such as Google Analytics, to which conversion tracking is added. Adopting a CRO strategy based on analytics can provide answers to crucial questions regarding user interaction with the site, and in particular quantitative examination offers details such as:

• Where people access the site, i.e. the first web page they visit (or the first ones).
• Which functions they interact with, for example where they spend their time on a page or within the site.
• Which channel and referrer directed them, i.e. where they found and clicked on a link to the site.
• Which devices and browsers
• Who the customers are (age, demographics and interests).
• Where users abandon the funnel, i.e. at which point or during which step users leave the site.

This data will allow us to identify the areas on which to concentrate our efforts and, by working on the most engaging and valuable pages for users, we could achieve maximum impact.

• The people-centered approach

Starting with quantitative analysis is particularly advantageous if we manage a large website with varied content, because it provides a numerical overview of the areas and points on which to focus our efforts. However, once we understand how users interact with the site, it is possible (and useful) to investigate the “why” behind their behavior.

This type of approach, centered on the user and known as qualitative data analysis, is more interpretive: we always start from quantitative data, which we will use to identify who to address. We can’t optimize for all users, so we aim for the ideal user prototype (a bit like the buyer persona), that is, the user we consider most valuable to capture as a customer.

We can use various methods to obtain this data, such as website surveys, tests on user samples or customer satisfaction surveys.

Qualitative analysis helps optimize conversions by providing information about users and, in particular:

• Why did they get involved? Why did they decide to visit the website or access a specific page? What attracted them to the page or product?
• What do they find unique about the site compared to competitors? Is there a feature or service offered by the company that makes the purchase a better experience?
• What words do they use to describe products, services and pain points they face? How would they describe the product or service to a friend? Essentially, how do they talk about what we do and offer?

There is some information that purely numerical, raw data, can’t provide about what brought a user to the site or how to improve their experience; however, by combining this information with analytical data we can gain a much deeper understanding of which pages of the site present the best opportunities to optimize and engage the audience we want to reach.

• The wrong approach

There are some forms of CRO that are not effective from the start due to basic errors; for example working on:

• Hypotheses, hunches and gut feelings
• Imitation strategies (doing CRO because the competitor does it)
• Making changes based on the opinion of the “highest paid” person or the person with the most senior role

have something in common. They are not data-driven methods and could also be random shots in the dark. It’s better to spend time collecting and analyzing data so that you can create meaningful tests based on clear information, also because nobody likes to run tests that fail.

CRO best practices

We have described the best working process for optimizing the conversion rate, but in the world of digital marketing there are some widely held beliefs about best practices in CRO – and, in particular, that performing particular actions can guarantee an improvement in the rate, such as:

• Use a strong color for all CTA (call-to-action) buttons.
• Position the call to action above the fold.
• Use the urgency (for example, time-limited offers) to incentivize sales, exploiting the principles of neuromarketing to stimulate action.
• Always show customer testimonials.
• Use as few fields as possible in the forms.

The use of CRO best practices would serve to improve on any existing conversion rate, a belief that is questionable for a number of factors; first of all, by definition, these practices are old, meaning something that worked in the past for someone else and that is not guaranteed to work today. Furthermore, and more importantly, just because a technique has been successful for someone else does not mean that it will work for us.

And so, the real best practice is to invest time in understanding our users and customers, building a customer-centric culture, because it’s people that matter to our business and they have the answers we need to improve results.

The components of a successful effective CRO

CRO is therefore a comprehensive process involving a variety of components, from landing page design to the contact forms we use; a successful CRO campaign requires an in-depth analysis of the target audience, multiple tests to measure performance, and continuous optimization to ensure maximum results.

During this process, it is likely that some key elements can be optimized to bring higher conversion rates:

1. Design

The appearance of the website and landing pages plays an important role in CRO: an aesthetically pleasing design that is easy to navigate is likely to improve usability and facilitate conversion by users.

When designing landing pages, it can be useful to work with a web designer who understands CRO and how users generally navigate a website.

Basically, the site should be accessible on mobile devices, include readable fonts and interactive menus, and allow visitors to easily find what they are looking for.

2. Site speed

Fast website loading speed is an essential part of any search engine optimized website and is also a component of CRO. The longer it takes for a page to load, the more likely users are to abandon the page and visit a competitor’s site.

Ideally, a website should load in less than 3 seconds on both desktop and mobile devices; to achieve this standard and ensure fast loading times we can reduce the size of the image file and remove slow-loading site elements, for example: this alone can increase conversions on the site.

3. Copy

Copy refers to the words that users read on the website and on the landing pages: expert copywriters are able to create texts that meet the specific needs of the identified target audience, and it is not enough to simply write “off the cuff” and hope for the best.

This is where audience research comes into play once again: if we know what problems our audience is facing and what solutions they are looking for, we will be able to communicate the value of our offer, its characteristics, advantages and more.

Ultimately, we can try to convince users that our service or product is the best solution for their needs.

4. Call to action

As we know, a call to action is an appeal, often short and concise, to users to take action on the site. The most commonly seen phrases are “Contact us”, “Buy now” and “Work with us”, but of course we can be much more creative.

For example, if we know that our audience is interested in a particular offer, the call to action can be more direct, such as “Buy X here” or “Download Y now”.

A good practice is to make it clear what users will receive after clicking on a link or submitting their information.

5. Navigation

The structure of the site should be designed with the main objective of making the entire site easy to navigate for users; generally, it consists of a layout of where the pages on the site are and how they interact with each other.

Most websites adopt a hierarchical site structure, with the most important pages in the main menu and sub-pages in the drop-down menu. As a general rule, pages should not be “buried” more than 3 clicks away from the home page.

To optimize this aspect we can identify with the navigation path of a typical user, studying the contents to see how users pass from one page to another.

This path could resemble:

• Home
• Services page
• Individual service page
• Contacts page
• Completion of objective (form compilation)

Or, for an e-Commerce site:

• Home page
• Products page
• Product category page
• Individual product page
• Add to cart
• Cart checkout
• Thank you page

Overall, creating a site that is easy to navigate is the key to increasing conversions, building customer trust and improving customer loyalty over time.

6. Forms

Contact forms are the most popular tool used by site owners to collect user information, particularly for service and agency sites. E-commerce sites, on the other hand, may have individual product pages and a typical shopping cart feature.

Contact forms should be easy to use and functional: that is, users should be easily able to submit their information and these forms should be collected within the website to ensure a quick follow-up.

There are also some CRO best practices for using contact forms:

• The fewer the fields, the better (generally, as already mentioned): it is better to collect information that allows us to follow up leads in a timely manner; if we want to better qualify these leads, we can provide additional fields, such as Industry or Budget.
• The design. Good-looking forms generally equal a better user experience. Make the text easy to read, use a consistent style and make sure the submit button is clickable.
• Consider the privacy of your customers. With the introduction of the GDPR and other consumer privacy laws, it has become increasingly important to tell users how their information will be collected and used. We should always include a disclaimer that tells users what they are signing up for, how we will be in touch with them, and that they can unsubscribe at any time.

How to measure conversion rate

There are numerous quantitative tools that allow us to collect data to monitor conversions on the site: general analysis tools such as Google Analytics, site heatmap tools, sales funnel tools, contact form analysis tools and many more.

Basically, we can use any tool that allows us to monitor conversions or goal completion and to see data on site traffic to calculate conversion rates. Once we have the conversion rate, we will have data on the past and current performance of the site: at this point, we can use a variety of CRO tactics to generate even more leads, customers and revenue for our business.

How to improve the conversion rate

The key to improving the conversion rate over time is to keep an eye on the data regarding customer behavior and monitor how users interact with our site.

In this sense, we can start from a heuristic analysis of the website or e-commerce performance with tools such as Google Analytics, which we can use to measure goal completions, traffic numbers, user engagement and more, but – as also mentioned for best practices – there is no one-size-fits-all strategy for having an excellent CRO.

What works for our business will depend largely on the interests and behaviors of our target audience, the offers we are promoting, the site layout and much more.

With this in mind, we can still look at some conversion rate optimization tips to improve the site over time: for example, including the implementation of UX best practices, CRO adjustments with A/B testing, creating better sales texts or improving CTAs for higher conversions.

Free tools to understand your audience and improve conversions

Then there are the free tools that are fundamental for CRO: our brain, ears, eyes and mouth, which we must use to understand our customers, empathize with their experience, draw conclusions based on the data and, finally, make the changes that improve our conversion rates.

In practical terms, we can (and must, if we want to increase conversions) listen to what users have to say about the site, look at how people use the site, dive into the market by studying competitors, work closely with those who design and build the site, the product or service (or who have done so in the past), talk to the staff who sell and support the product / service and, last but not least, draw connections between different sources of feedback.

Ultimately, therefore, the winning approach is based on investing in understanding and learning from our users and using these insights to build an optimization strategy that improves conversions and, more generally, allows our business to grow continuously.

What is a good conversion rate: reference values and how to recognize it

Let’s start by saying that there is no single, universal figure that qualifies as a “good” conversion rate, and in reality even what is considered an “average” conversion rate varies according to sector, niche market, campaign, specific conversion objectives and so on.

Determining what a “good” conversion rate is is not simple, as the optimal value depends on a series of variables, including the reference sector, the target audience, the device used and the specific action measured. If a landing page has a conversion rate of 5%, can it be considered a success or a problem? To answer this question, it is necessary to compare the figure with industry benchmarks and evaluate the context in which it is measured.

However, it is usually stated that the average conversion rate is between 1% and 4%, but this figure is somewhat meaningless, since the conversion rate varies considerably depending on the conversion goal and, moreover, every website, page and audience are different.

Therefore, the best measure of what is considered “average” is to calculate past and current conversion rates and compare them with future results for our specific business: instead of focusing on reaching a value that we consider optimal, it is more useful to investigate what motivates our target audience and then provide the value they are looking for, so that conversions will naturally follow.

A conversion rate that is considered high in one sector may be mediocre in another. For example, eCommerce generally has lower conversion rates than B2B lead generation sites, where the audience is more qualified and willing to complete an action. The platform on which the interaction takes place also plays a central role: desktop users tend to convert more frequently than mobile users, for reasons related to ease of use and more convenient navigation.

Measuring and comparing your conversion rate with industry averages is a starting point, but a more in-depth analysis must also take into account other factors, such as user experience, traffic quality, brand trust signals and pricing strategy. A low conversion rate doesn’t always indicate a problem: it could be the result of a strategy that focuses on the average order value (average order value – AOV) rather than on the quantity of conversions.

To correctly interpret this metric, let’s analyze the most common conversion thresholds in various sectors and the main elements that influence their progress.

Sector benchmarks and statistical data

Conversion rates vary significantly depending on the sector, the business model and the type of audience reached. Here are some reference data based on recent studies:

• eCommerce: the average conversion rate for an online store is between 1.5% and 3%. Some sectors, such as fashion and technology, record lower percentages, while the beauty and wellness sector tends to have higher conversions, often above 4%. Brand trust and checkout complexity greatly affect conversions in online stores.
• SaaS and subscription software: companies offering subscription-based products have very variable conversion rates, generally between 3% and 7%, depending on the ease of access to the service and the quality of the free trial. Freemium models tend to have lower conversion rates than direct payment models, but generate higher volumes of users.
• B2B lead generation: in sectors that require the collection of qualified leads for commercial activity, conversions can exceed 10%, especially when traffic is highly targeted. Landing pages optimized for lead collection often record rates between 5% and 15%, depending on the offer and the value perceived by the user.
• Finance and insurance industry: websites offering financial services tend to convert between 4% and 10%, thanks to an audience that generally already has a clear purchase intention when they start looking for solutions.
• Real estate: here, conversions vary greatly depending on the type of request (purchase or rent), but can range from 2% to 7%, with better results for contact requests for real estate agents than for direct conversions on property listings.

Differences between mobile and desktop

Conversions are profoundly influenced by the device used. The data clearly shows that user behavior changes between mobile and desktop.

On desktop computers, conversion rates are higher, generally 30-50% higher than on mobile devices. This is because users tend to complete purchases or registrations more easily from a computer, where the process is often more intuitive and without navigation limitations.

On mobile, the conversion rate is generally lower due to typing difficulties, less convenience in filling out forms and the tendency of users to carry out quick searches without immediately completing the action. However, a well-optimized mobile-first strategy can bridge the gap, for example with simplified payments and adaptive design.

These differences highlight the importance of optimizing user experiences based on the type of device, avoiding losing conversion opportunities on mobile due to usability problems or friction in the purchasing process.

Factors that influence the conversion rate

A good conversion rate doesn’t depend only on the number of visitors or the quality of traffic, but is the result of a combination of elements that affect the user’s perception and final decision.

The usability of a site plays a decisive role in user conversion. If a page is difficult to navigate, has slow loading times or requires too many steps to complete an action, the conversion rate will suffer. A clear interface, clearly visible call-to-action buttons and a simplified checkout process reduce barriers and increase the chances of finalizing a conversion.

Not all traffic has the same value. Attracting users who are not part of a brand’s ideal audience can artificially lower the conversion rate. Advertising campaigns must be segmented effectively to reach users with the highest probability of converting, avoiding wasting budget on generic or poorly qualified targets.

An often underestimated element in CRO is user trust and confidence. Authentic reviews, safety certifications, testimonials and guarantee badges can make all the difference when a user is deciding whether to complete a conversion. Even small details, such as the inclusion of logos of reliable partners or a transparent “About Us” page, can positively influence brand perception and increase conversions.

The opinions of other customers – social proof – significantly influence purchasing behavior. A product or service that has positive reviews is more likely to convert than a page without real feedback. Star rating systems, testimonials and case studies help build trust and reduce indecision in the decision-making process.

The perceived price of a product or service has a direct impact on the conversion rate. Strategies such as limited-time discounts, bundle offers and free shipping can encourage users to complete an action without procrastinating. Clear price communication and the absence of hidden costs also prevent users from abandoning the conversion process due to unexpected surprises at checkout.

History and evolution of conversion rate optimization

CRO is not a concept that was born with digital marketing, but has its roots in traditional sales and advertising strategies. The need to understand what drives a potential customer to take a specific action and how to improve this process has always accompanied commercial strategies, from the era of direct marketing to the current era of data and artificial intelligence.

This technique has evolved in parallel with the advancement of communication channels and available analysis tools: if in the past the improvement of conversions was entrusted to manual tests and hypotheses based on marketing intuitions, today the process is scientific, based on controlled experiments and data analyzed in real time. In addition to the classic A/B tests, technological progress has introduced new possibilities, such as the integration of machine learning and the automation of content optimization, opening up scenarios that were unthinkable until a few years ago.

How CRO has changed over time

Before the advent of the web and digital marketing, the concept of conversion optimization already existed in direct marketing. Mail advertising campaigns and magazine ads were refined through testing different formats and messages, trying to maximize user response. Companies selected specific targets based on rudimentary demographics and market segmentation, applying techniques that we see replicated today in online targeting.

With the spread of the Internet and eCommerce in the 1990s, the need arose to measure visitor behavior more precisely and understand why some completed a purchase while others abandoned the site. In this initial phase, the analysis was based on basic metrics such as the number of page views and click rates, without advanced tools to test variations or customize the user experience.

The introduction of A/B testing was one of the fundamental turning points in CRO. This methodology, borrowed from experiments used in the social sciences and pharmaceutical world, allowed digital marketers for the first time to compare two versions of the same page or email to determine which one had a greater impact on conversions. At the same time, the use of heatmaps and session recordings allowed us to see exactly where users clicked and which areas of the page attracted the most attention, providing valuable data for optimizing layouts and navigation paths.

It was around this time, particularly after the dot-com bubble burst, that technology companies became more aware of their spending, investing more in website analysis and processes to improve website performance. In fact, in the wake of the spread of the Internet and the ability to easily create websites, at the end of the nineties there were tons of pages with a negative user experience; however, already in the early 2000s, increased competition and the availability of website analysis tools had led to an increased awareness of the value of website usability, pushing online marketers to measure their tactics and improve the user experience provided by the site.

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Throughout the 2010s, increased competition in the digital sector pushed many companies to invest in data-driven strategies, making CRO an increasingly structured process. The focus shifted from optimizing individual pages to creating entire conversion funnels, analyzing each phase of user interaction. The integration of advanced tools, such as Google Optimize and Optimizely, has made content testing and user journey monitoring more accessible to an increasing number of companies.

Subsequent tools have made it possible to start experimenting with website design and content variations to determine which layouts, text copy, offers and images work best, and today optimization and conversion are key aspects of many digital marketing campaigns: a research study conducted among Internet marketers in 2017, for example, showed that 50% of respondents believe that CRO is “crucial to their overall digital marketing strategy”.

Today, CRO techniques are no longer limited to analyzing past behavior, but use predictive models and artificial intelligence to anticipate user decisions and offer personalized experiences in real time. Optimization is no longer a manual process based on hypotheses, but an automated mechanism that dynamically adapts to user needs.

The role of artificial intelligence and automation in CRO

The advent of generative artificial intelligence and machine learning has marked a new phase in the evolution of CRO, shifting the focus from statistical data analysis to predicting user behavior and advanced personalization. Companies no longer limit themselves to hypothesis testing, but use algorithms capable of learning in real time and autonomously optimizing the user experience to maximize the probability of conversion.

In particular, the use of machine learning allows for the processing of large amounts of data in real time, identifying patterns and correlations that would be impossible to detect manually. Thanks to this technology, websites can adapt dynamically the content shown to each user based on their past behavior, the preferences expressed and even the device used.

For example, an eCommerce site can use machine learning algorithms to:

• Automatically display recommended products based on user preferences.
• Dynamically adjust the price or offers based on the visitor’s previous behavior.
• Customize the home page based on the interests of regular users, increasing the likelihood that they will complete a purchase.

Automated decision-making reduces optimization time and makes the whole system more efficient, allowing data-driven decisions to be made without the need for direct human intervention.

AI is changing (also!) the optimization of web interfaces: thanks to adaptive design tools, pages can change in real time to improve the user experience and increase the conversion rate.

Among the most widespread applications of artificial intelligence in this context we find:

• Dynamic Content Personalization: systems that automatically modify headlines, images or CTAs based on the user’s profile. A regular visitor may see different special offers than a new user.
• Chatbots and virtual assistants: the integration of chatbots powered by AI reduces friction in the conversion process. An uncertain user can receive real-time suggestions or precise answers to overcome any doubts, improving the chances of finalizing a purchase.
• Predictive analysis for recovering abandoned carts: advanced algorithms analyze user behavior and send personalized notifications or automatic emails with special offers to convince those who have left products in their cart to complete their purchase.
• Automated A/B Testing: AI systems not only perform A/B tests, but analyze multiple variables simultaneously, adapting pages based on results in real time to automatically optimize conversions.

The integration of automation in CRO is changing the traditional paradigm: it is no longer necessary to wait for the results of long tests before making decisions, because adjustments are made in real time, making the optimization process faster and more efficient.

Thanks to the growing adoption of artificial intelligence, the future of CRO will be increasingly based on adaptability in real time and on the ability to personalize the user experience in a highly targeted way. Algorithms will continue to refine the way websites and digital platforms respond to users, eliminating friction points and making the conversion process increasingly fluid and intuitive.

Conversion rate, the main FAQs

The conversion rate is a fundamental metric for evaluating the effectiveness of a marketing strategy, but interpreting it correctly can be difficult. Companies in different sectors ask themselves many questions about how to optimize it, what values to consider acceptable and what tools to use to measure it.

Below we answer the most frequently asked questions to clarify every aspect of conversion rate optimization (CRO) and offer concrete solutions to improve the results obtained.

1. How do you calculate the conversion rate in eCommerce?

The conversion rate in eCommerce is calculated by dividing the number of purchases by the total number of website visitors in a given period, then multiplying the result by 100. The formula is:

(Number of completed orders / Number of unique visitors) × 100

For example, if an online shop has 50,000 monthly visitors and generates 1,250 orders, its conversion rate will be:

(1,250 / 50,000) × 100 = 2.5%

2. What is a good conversion rate for a B2B site?

B2B websites generally have a higher conversion rate than eCommerce sites, as the target audience is looking for specific solutions and is more likely to interact with the company. A good conversion rate for a B2B site that collects leads is between 2% and 10%, depending on the sector, the complexity of the product/service and the effectiveness of the lead nurturing strategy.

3. How can I improve the conversion rate without increasing traffic?

Optimizing the conversion rate requires targeted interventions on web pages and marketing strategies. Some effective methods include:

• Improving the quality of landing pages, with more effective CTAs and persuasive content.
• Reducing the number of steps needed to complete an action (e.g. simplified checkout).
• A/B testing of titles, images and buttons to identify the best performing versions.
• Personalizing content based on user behavior.

4. What is the relationship between CPA (Cost per Acquisition) and conversion rate?

The cost per acquisition (CPA) indicates how much it costs to obtain a customer or a conversion thanks to a specific advertising campaign. The conversion rate directly affects the CPA: if the conversion rate increases, the cost per acquisition decreases because the same advertising budget leads to more results.

5. What mistakes lead to a low conversion rate?

Among the main factors that reduce the conversion rate are:

• An unintuitive user path or one with too many frictions.
• Registration or checkout processes that are too long or complex.
• Unoptimized landing pages, with unclear texts or poorly visible calls-to-action.
• Long loading times, which increase the abandonment rate.
• Low brand trust, due to the absence of reviews, certifications or guarantees.

6. Does CRO have an impact on SEO?

Yes, there is a relationship between CRO and SEO. Google evaluates user behavior on pages, so an optimized layout that reduces the bounce rate and increases the time spent on the page can improve the ranking in the SERP. In addition, pages with a good conversion rate tend to offer a better user experience, indirectly influencing SEO.

7. How much does Google Ads convert on average?

The average conversion rate of a Google Ads campaign depends on the sector, the quality of the landing page and the target audience. In general, conversion rates vary between 1% and 5%, with some niches recording higher percentages. Well-optimized campaigns with ads in line with the user’s search intent tend to perform better.

8. What is the relationship between user experience and conversion rate?

User experience (UX) is one of the main factors influencing conversion. A clear, intuitive and fast interface improves the probability that the user will complete the desired action. This includes:

• Smooth and mobile-friendly navigation.
• Clear page structure, without distracting elements.
• Fast loading pages.
• Visible and persuasive buttons and CTAs.

9. How can we tell if our conversion rate is too low?

To determine if the conversion rate is lower than average, it needs to be compared with industry benchmarks. If it is significantly below the percentages recorded by competitors, it may be necessary to review optimization strategies, improve UX or identify any obstacles in the funnel.

10. What are the best tools for CRO?

There are several tools for analyzing and improving the conversion rate, including:

• Google Analytics: tracks user behavior and conversions.
• Hotjar and Crazy Egg: analyze heatmaps and session recordings.
• Google Optimize and Optimizely: allow you to perform A/B tests.
• Meta Pixel: useful for monitoring conversions on social media.

11. What is a good conversion rate for an eCommerce site?

The average conversion rate for an eCommerce site is between 1.5% and 3%, but the values can vary according to the sector and the type of product. Improvements are obtained by reducing the number of steps in the purchasing process and improving the browsing experience.

12. What is the relationship between CPC (Cost per Click) and conversion rate?

The Cost per Click (CPC) measures how much you pay for each click on an advertisement, while the conversion rate indicates the percentage of users who complete an action after clicking. If the CPC is high but the conversion is low, it means that something is not working in the post-click experience, such as the quality of the landing page or the segmentation of the audience.

13. How do you measure the conversion rate for social media and Google Ads?

For social media and Google Ads campaigns, the conversion is measured through tracking tools such as Meta Pixel and Google Ads Conversion Tracking, which allow you to analyze the actions taken by users after clicking on an ad.

14. Is the conversion rate also relevant for non-commercial sites?

Yes, even non-commercial sites monitor the conversion rate to evaluate the effectiveness of their digital strategies. For example, blogs and newspapers can measure the percentage of users who subscribe to a newsletter or who click on an article from the homepage.

15. What can I do if my site has a high traffic but few conversions?

If a site receives a lot of traffic but has few conversions, the problems could derive from:

• Wrong target: the users who arrive are not in line with the offer.
• Poor clarity of the CTAs or confusing layout.
• Long loading times that discourage the user.
• Lack of trust in the brand (absence of reviews, not very visible customer support).

To improve, it is necessary to review the funnel, identify obstacles through A/B testing or heatmaps, and optimize the user experience.

16. How long does it take to see improvements in the conversion rate?

It depends on the strategy applied. A/B testing and landing page optimization can yield results in a matter of days or weeks, while advanced personalization and customer loyalty require long-term interventions.

17. Are A/B testing and heatmaps really necessary to improve conversion?

Yes, testing the variations of a page and analyzing user behavior through heatmaps helps to avoid interventions based on guesswork. The data collected allows you to make informed decisions, increasing the effectiveness of optimizations.

18. Can dynamic pricing influence the conversion rate?

Yes, using variable prices based on demand or user behavior can improve the conversion rate, offering users incentives to buy at the right time. Strategies such as timed discounts are often used to maximize conversions.