The quality of the site and the literacy level of the efforts of specialists aimed at its promotion can be determined by various indicators. For example, analyzing the number of visits for a certain period.

But many analysis parameters alone do not report much. They are informative in combination with other data. In addition, to determine effectiveness it’s always better to build on goals, that is, from whether the result was achieved, for the sake of which all the work started. In this case, we need to calculate the conversion factor, which we will consider in detail in this article.


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What is site conversion: concept and calculation procedure

Conversion is an indicator of resource efficiency in terms of motivating users to perform targeted actions. Work to improve the site is all the more effective, the larger the proportion of users who visited it was brought to the purchase, viewing video materials, moving to a specific page or any other action that is targeted.

Tracking the conversion of the site is a necessary part of the work on its optimization. Otherwise, it is impossible to determine the benefits of the functioning of the resource and each of its elements. Nevertheless, we are creating a site for some specific purposes. The number of visitors in itself, of course, speaks a lot, but is hardly the main task. Most likely, the online store is not created so that 5,000 users visit it, but so that visitors make X purchases or spend Y money on them. Similar to service sites. In this case conversion is actually a perfect purchase, payment, etc.

We figured out what the conversion of the site means. It remains to understand how to calculate it and put it in numbers for the convenience of using the data.

How to calculate the site conversion coefficient: formula and unit of measurement 

To evaluate performance, it is not enough to know the number of conversions. An absolute indicator can only be used when comparing. Therefore, we need to use the calculation parameter - the conversion factor, which contains the total number of site visitors and the number of targeted targeted actions, the share of which will determine the effectiveness.

The parameter is measured in percent and is considered by the formula: 

Number of targeted actions / number of site visitors * 100

It is worth noting that the data are taken for the same time period.

The formula is very simple and understandable. It is convenient to put into practice. For example, within one day, 1,200 users visited the site, 29 of them made a purchase. We find the conversion factor: 29/1200 * 100 = 2.42 %. Similarly, you can calculate the conversion for each of the sources of traffic or a single element of the site, for example, a banner or button.  

A full-fledged analytics must also take into account the conversion of sites. Therefore, analytics services include this indicator and independently calculate it, providing information in the reporting data. Let's get acquainted with how this moment is implemented in the most popular services from Google and Yandex.

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Conversion rate in Google Analytics and Yandex Metric

Both services are convenient tools for analyzing the functioning of sites and mobile applications that collect information using the counter codes installed on the site, store data in the system and form various reports based on them. Of course, they have many differences, but the principle of work and the statistics provided are similar.

In order for the service to calculate the conversion factor, it needs to take into account two indicators. With one of them, more or less clearly - this is the total number of unique visitors to the resource for the period under review. But how to set a specific, targeted action that interests us and make Google Analytics or Yandex Metric count this action and insert it into the formula? Services cope with this task using a special tool, called "Goals".

The following are used to calculate the conversion coefficient types of goals in Google Analytics:

  • a page whose visit is counted as a goal (for example, visit the page “Thanks for the purchase»or baskets);
  • the specified duration of stay on the site (often used in evaluating a blog or information portal);
  • a certain number of pages viewed per visit;
  • an event whose achievement is considered a goal (click on the “Make payment” button, subscription to the newsletter, registration on the site).

Google Analytics offers to use target templates, and you can also set your own target parameters, the achievement of which will appear in the numerator when calculating the conversion coefficient.

Как узнать конверсию сайта в Google Analytics

In Yandex Metric goals also presented by 4 types of conditions:

  • the number of pages viewed during one visit;
  • visiting a specific target page of the resource;
  • performing the target action, like clicking on a button, clicking on a link, watching a video, etc., called JavaScript event;
  • sequential execution of several specific actions, which is a condition of an integral goal (may coincide with a sales funnel).

Given that several goals can be set for the site at once, the conversion factor will be calculated for each of them. This will allow you to evaluate the effectiveness of each element of the site and correct those that clearly do not reach the desired results.

Как посмотреть конверсию сайта в Яндекс Метрике

How to understand if your site has a good conversion percentage?

The fact that we can understand what percentage of visitors to our site perform the cherished purposeful action and add points to the conversion piggy bank is great. But one figure is not enough. It must be understood whether the result obtained is outstanding or leaves much to be desired and requires immediate intervention to rectify the situation.

Any normal, or even the average site conversion coefficient does not exist. This figure and its estimation depend on many factors. This is both the type of site and the nature of the target audience, and even the price niche of the products sold. But this does not mean at all that you will not be able to independently determine whether you are satisfied with the obtained indicator or not. It’s just worth considering the tasks that are set for the business, site and every targeted action that we expect from users.

Suppose we get 150 visitors to the site in a week using advertising shows. Of these, 12 people became buyers. We get a conversion factor equal to 8 %. In this case, we can evaluate the value of these 8 % conversion through the amount received from buyers and the costs that were required to attract them plus the cost of production. If the profit is absent or negligible, then the conversion factor 8 % is too small. If the benefit is obvious, then 8 % is an excellent result that is worth repeating.

Anyway, the higher the conversion coefficient, the better. After all, he shows that you were able to not only attract a crowd of visitors, but acted so purposefully and competently that you were interested in exactly those people who are really interested in your offer. Therefore, it is natural to want to understand what needs to be done so that the conversion factor becomes higher.

Какой процент конверсии считается хорошим

How to increase site conversion

Despite the fact that there are no exact guidelines for assessing the size of the coefficient, which can be considered good, there are quite understandable and very effective ways to increase it.

The following have a positive effect on the site conversion factor:

  • Effective work to attract the target audience
    Task SEO professionals, targetologists and marketers - to attract not all in a row, but those users who are really interested in your offer, products and information posted on the site.
  • Creation of adequate conditions for cooperation
    The offer must meet the needs and capabilities of the target audience. High or low price, non-competitive terms of cooperation, insufficiently high-quality products and other factors can scare away the bulk of visitors.
  • Good technical condition of the resource
    Care should be taken to ensure that the pages are quickly loaded adapted to different types of devices and various browsers, did not contain errors. All this will help minimize the loss of visitors due to their technical condition and bugs, without interfering with making purchases or other targeted actions.
  • Design development
    Outdated site, the design of which does not meet modern trends and does not attract attention, prevents users from making a choice in favor of your proposal. If the failure rate is very high, pay attention to how your resource looks. Perhaps it is in his “close” that there is a lack of desire to perform the targeted action.
  • Improvement usability
    The convenience of the site and the elements located on it is not only the key to the heart of selective people. If the site “everything is at hand” does not need to look for the necessary and important information, prompts and pop-ups are timely and not annoying, and the navigation is simple and clear, the number of conversions will be higher.
  • Quality Content
    Signs of quality content are its compliance with the needs and interests of users, the absence of semantic and, of course, spelling errors, the presence of a logical structure and benefit for readers. Such content not only helps to attract users, but also increases their confidence, which positively affects the conversion.


The site conversion factor is a useful tool that allows you to understand how correctly the resource is moving and whether it meets the needs of visitors. The higher this indicator, the better you cope with your task of attracting the attention of the target audience, working out the proposal and delivering information to users.

What are the conversion goals for your site?

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