Glossary entry: Conversion Rate


The conversion rate is an essential key performance indicator in the (Search Engine) Marketing represents. It describes the ratio (rate) of visitors to your website and visitors who have taken a purchase-deciding action on your website - i.e. a conversion.


What is a conversion?

A conversion is described as the execution of a desired action on the website. In the marketing field, one often also speaks of the conversion of a visitor to a lead to a customer.

The classic conversions of a website include measuring the clicks on the phone number, on the email address or the submission of a contact form. In the case of an online store, this can also be an actual purchase - the conversion from a lead to a customer. However, a conversion can mean something different for each business and can also be weighted differently. Signing up for a newsletter or downloading a flyer is also considered a popular conversion. 

Measuring and tracking these factors (conversion rates) is essential in SEO marketing for agencies. Based on the conversion rate, you can set measures and measure the success of an optimization.


What makes a good conversion rate?

Every industry and every target group is different - so the definition of a conversion can vary, as well as the weighting. It also depends on the company itself, its product or service, and its focus and goals. Because of this, you can't give a blanket answer to this question. In addition, the calculation of the conversion rate can also differ when using Google Ads or SEO measures. 


For an agency in SEO marketing, signing up for a newsletter can already be counted as a conversion; in contrast, for a company in the real estate industry, perhaps only the actual purchase of a house or apartment is counted as a conversion. The probabilities of a user passing on their email addresses is of course higher than buying a house. This is an extreme comparison, but it makes it clear that no blanket statement can be made about the conversion rate.


Calculation of a conversion rate

For a meaningful rate, calculate it based on actual visitors/users to get a valid measurement. 

Conversion rate = (number of conversions *100) / (number of visitors)

You can also use the ratio between conversions and impressions or visits. Depending on the type of conversion or the channel through which users reach the website, it may make sense to vary the variables of the calculation. 


Conversion rate optimization & increase 

Regardless of the definition of conversions, one clear statement can be made: 

The better the conversion rate, the more successful the company. 

Therefore, we have summarized a few tips to optimize your conversion rate sustainably - whether in the Google Ads area or in search engine optimization.

The right approach to your target group

Potential customers must feel addressed from the first moment and their needs must be covered - only by addressing the target group appropriately is there a chance that the user will actually take the action you want them to take - whether it's signing up for your newsletter or calling your office.

High quality content

The content must bring added value to the visitor of your website, only then he will stay on your website or online store. The right content is the key to lead generation. In addition, the dwell time of the visitors increases, which has a positive influence on the Google ranking and includes a measure in SEO marketing.

Website loading time

This is an important and essential point, which unfortunately often receives too little attention. If a website takes a long time to load the desired content, the website loses the visitor even before it can convince with the content or the product. Then we are talking about lost leads. 

Quality of offers, products and services

Ultimately, however, the quality of your products or services must be right, only then will the user become a lead - whether via Google Ads or in organic search. 


The conversion rate is influenced by many other factors, starting from the web design of your website or online store, the dwell time of users, your pricing policy, your usability or the way you acquire users - just to name a few more. 


Conversion Rate in Search Engine Optimization (SEO)

The conversion rate is one of the most important KPIs in (search engine) marketing. The factors already mentioned play an important role in optimizing this rate. 

SEO summarized in one sentence means that every measure should serve the benefit of the users - then the measures also influence the Google ranking positively. The first principle of Google - whether for ads or SEO measures - is "The user comes first, everything else follows by itself." Many SEO measures that are primarily aimed at improving the Google ranking also result in conversion rate optimization. That's the goal of SEO - optimizing the performance of the website or online store to increase visibility, generate leads and acquire more customers, and ultimately generate more sales.


Conclusion on the conversion rate

Conversion rate is one of the most important KPIs in online marketing (Google Ads and SEO) and describes the ratio of users of the website who perform a certain action. The measures for conversion rate optimization are also positive influencing factors for Google ranking.

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