Data and Analytics

1. WHAT IS
CONVERSION
RATE?
• The conversion rate describes the relationship
between visits/clicks on a website to conversions. A
conversion is the process of a potential customer
becoming an actual customer. Conversions can
consist of purchases or downloads.

2. FACTORS IMPACTING THE CONVERSION RATE
• Too few payment options
• Complex log-in processes, for example too many formula fields or clicks
• Unsuitable search engine advertising (SEA) measures: visitors expect something different from what is being offered in the ad
• Unsafe purchase process, for example without https
• Technical problems with the payment method, for example an incorrect redirect to PhonePe
• Inconveniently placed buttons
• Poorly chosen landing page, or defect campaign links
• Lack of confidence building measures for the customer
• Slow loading page speed
• Information not being clear enough at first glance, such as regarding shipment or imprint
• Grammatically and stylistically incorrect texts
• Unreadable font and color
• Overloaded design

3. WAYS TO IMPROVE
THE CONVERSION
RATE
• If good amount of traffic comes from the ads of a
business but not enough people actually buying
or signing up for things (these actions are called
"conversions"), a business can take several steps
to improve. Free Google Ads conversion tracking
tool can be used to measure how many people
are actually buying or signing up for things after
they land on the website. Then, there are a
number of things a business can do to improve
the conversion rate, like adding more specific
keywords and negative keywords.

4. USE OF
NEGATIVE
KEYWORDS
TO REFINE
THE TRAFFIC
• Another way to try to improve the conversion rate is to use negative keywords. When
negative keywords is used, the ad won't show up when people search for those particular
keywords. This is helpful when a business is trying to limit the ad so that it doesn't show
up for people who are just browsing around and aren't ready to purchase anything yet.
• For example, some advertisers use "free" as a negative keyword. Unless the site offers
free products or trials, the business might want to add this as a negative keyword to
attract fewer people who are just looking for free products. People searching for free
products are probably less likely to make purchases.
This Photo by Unknown Author is licensed under CC BY-NC

5. USE THE SEARCH
TERMS REPORT TO
REACH THE RIGHT
CUSTOMERS
• Google Ads shows how well the individual keywords are
performing, but it can also show the exact words that the
guests have searched for when the ad was displayed. This
list of terms can be searched in the search terms report.
• After reviewing this report, a business can then decide to add
or exclude certain keywords from the keyword list. Doing this
can help a business to target the right customers by either
expanding or refining who can see the ad.