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CRO: 11 Most Important Conversion Rate Metrics You Should Track

Are you wondering which conversion rate metrics you should measure for more conversions? No matter what stage of business you’re in, the key to digital marketing isn’t just bringing people to your site; it’s converting them into leads or customers after they’ve arrived.

Are you tracking the correct data so you can figure out how to boost your site’s conversion rates? Conversions are the lifeblood of your content marketing, whether they’re click-throughs, email subscriptions, or just plain old sales.

When it comes to marketing campaigns, the goal is to increase conversions. Therefore, you must study several data when launching paid ads and blog posts to determine the success of your efforts. The conversion rate, which shows how many of the people you reach complete a desired activity, is one of the most valuable indicators for measuring your marketing performance.

What Is Conversion Rate Optimisation?

Increasing the number of users who do the desired action on your website is known as conversion rate optimisation (CRO). It includes different marketing tactics such as: 

  • Identifying and optimizing the website elements that cause visitors to bounce back so that they convert better.
  • Any friction points in your conversion process should be reduced or eliminated.
  • You want to rank higher and first on search engine results pages (SERPs) to acquire more traffic from those sources.

Conversion Rate Metrics To Track

There are several conversion rate metrics you could track. Which ones should you focus on? This article will discuss the eleven most crucial conversion rate metrics you should be monitoring.

1. Bounce Rate

This is the percentage of people who come to your site and leave without doing anything. It’s a metric that tells you how many visitors are reading through your content or looking at your products but never taking action. It’s a hint they’re not going to convert because they’re not investing time or interacting.

A high bounce rate can indicate several factors, such as ineffective or irrelevant traffic sources or landing pages that aren’t optimised for conversion. Poor design, low usability, no CTA and long load times are common issues.

2. Your Site’s Loading Times

It’s better if your website loads quickly. Not just because people may abandon your page if it takes too long to load, but also because it improves your Search Engine Rankings. Google Analytics can tell you how long your pages take to load on average. Google also provides a page called Google PageSpeed Insights that will give you several suggestions on improving and adapting your sites to make them load faster.

3. Page Speed

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Page speed is critical for CRO since it significantly impacts the number of time visitors spends on your site. And, as long as you’ve set up tracking for that statistic, the more engaged they are with your content, the better their conversion rate should be. It’s better if your website loads quickly. Not just because people may abandon your page if it takes too long to load, but also because it improves your Search Engine Rankings. You can use a tool like PageSpeed Insights to improve performance.

4. The Cost of Each Conversion

Another conversion rate metric is to focus on the cost of each conversion. Cost-per-conversion is how much you spend on marketing to generate a conversion. Just like having a conversion of 60% with only ten visitors a month is something to worry about, if this 60% conversion (even if the conversion value is high) comes with a high cost, then your business will not survive. So always keep this in mind when you’re trying to increase your conversion rate!

This type of conversion rate metric is crucial since it aids marketers in calculating their return on investment (ROI). If your CRO strategy isn’t yielding results, it’s time to try something new or, at the very least, tweak what you’re doing today.

5. Email Growth Rate

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The email growth rate is essential when it comes to conversion rate metrics to track. Your email growth rate indicates how quickly the number of people on your email list, or those who have signed up to receive future emails from your organisation, grows over time. The more people who sign up each month and then return to read new stuff in their inbox, the better.

A high rate of email list growth could indicate that your CRO strategy is succeeding and a hint that you’re establishing trust with visitors who want to hear from you again.

6. Exit Pages

It would be best to determine which pages are prompting visitors to leave. In many circumstances, your ultimate call to action or conversion may be on page two or three of a process. For example, you might want customers to explore products, add them to a basket, and enter their payment information. If people leave before completing the final step, you’re losing out on potential consumers.

These are the pages from which visitors exit your website, and the majority of them will exist on the same page from which they entered. Therefore, you need a makeover if you notice that most people leave on the same page, such as your home page and then leave again.

If consumers leave on the first or second page of a two- or three-page subscription or purchase procedure, it may be too confusing and needs to be redesigned. On the other hand, people are more likely to complete a task if it is simple.

7. New Versus Returning Visitors

Although there are three methods for determining the origin of your website visitors, your visitors can only be divided into two groups – new and returning visitors. Someone has either visited your website before or visited it for the first time. This can be measured using Google Analytics.

There are two sorts of viewers: first-time visitors and repeat visitors. They’ve either been there previously or haven’t. The IP address of each visitor helps to determine this. The visitor is new if the address is new. They are, however, repeat visitors. Returning visits indicate a higher level of interest.

When it comes to CRO, you’ll want to know how many new visitors arrive at your site each month vs how many users come back month after month. This is crucial for conversion optimisation because it could signal that your content isn’t engaging your target audience.

8. Traffic Acquisition

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Traffic acquisition is another conversion rate metric to track. How did they find your website? Social? What is organic search? What about direct clicks? Knowing this will help you decide where you should focus your energy and what you should turn off. It’s an excellent sign if organic search accounts for more than 50% of your traffic. If, on the other hand, your email newsletter only receives 2% of the time, you should focus your efforts on enhancing your lists and the content you send out.

How did they find your website? Did they come in through social media? What about a Google search? It would be best if you aimed to have a broad portfolio of website traffic to maintain a consistent flow of website visitors.

How well your Search Engine Optimisation (SEO) efforts are performing can be determined by looking at your traffic sources. Google Analytics is a fantastic tool for deciding which sources provide the most traffic to your website. This divides traffic sources into numerous categories, with the following being the most important to pay attention to:

Direct: Direct visitors are people who come to your website by bookmarking it or typing your URL into their browser’s address bar.

Search: Visitors who find you through a search engine, including organic and paid search.

Referral: Referral visitors come to your site via a link from another website, such as a blog. Prospective buyers are 71 per cent more likely to purchase based on social media referrals, making it the best traffic source for referrals.

9. Mobile vs desktop visitors

This lets you see what devices users use to access your site, whether a laptop, tablet, or smartphone. You can even observe what type of device your visitors use. At the very least, this demonstrates the significance of having mobile-friendly websites. And you’ll understand why if you’ve been getting notifications from Google Webmaster Tools recently alerting you that your site isn’t mobile-friendly.

As mobile devices grow, it’s becoming increasingly necessary to develop a mobile-friendly website. If you’re creating a new website, ensure it’s built with HTML5 and is responsive. Make sure your website is mobile-friendly if you have one. Use the WPtouch mobile plugin if you have a WordPress site or blog. Conversions are your goal, and that includes the mobile environment.

10. Time On-Site

One of Google’s signals to evaluate how good a site is is Time On Site (TOS). This refers to the amount of time visitors spend on your site per visit and per page. A well-written blog article might keep visitors for a few minutes, but a poorly-written one or a website with little helpful content can have them gone in seconds. This is one of the signals Google uses to determine the quality of a website. Because the search engine does not know how well (or poorly) anything has been written, it looks to the TOS to see if we believe it’s good. It is better if people spend more time on it.

Simply by writing decent material, you can improve this time. A/B test your various sorts of content and then reproduce the content that consumers spend the most time reading. Consider including short videos on a page as well.

11. Click-through rate (CTR)

The click-through rate is one of the first conversion rate metrics to consider (CTR). CTR is a metric that counts how many people click on links to your site when they come across them. Remember that CTR isn’t only about the number of visitors to your website. It’s all about how many people click on your site’s links compared to how many people noticed the links in the first place. For example, in the case of an email campaign, it would be proportional to the number of individuals that opened it. When you track your CTR, you can see how efficient your off-site marketing is at bringing users back to your website.

LiftedWP Can Help You Track Your Conversion Rate Metrics

Conversion rates are the key to success, whether you want to sell more things, gain more customers, or bring more traffic to your offline business. To be truly successful, you must concentrate on the appropriate numbers. Improving conversion rates requires understanding how your audience reacts to your website.

Need some assistance getting your conversion rate marketing up and running? Allow LiftedWP to help. You’ll get help optimising each conversion metric listed above and more with our conversion rate optimisation (CRO) services.

What metrics do you currently track, and how do you track them? What indicators are most important for assessing and optimising your performance? Please share them in the comments section!

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