In digital business models, conversion analysis is a crucial method for making the success of sales and marketing strategies measurable. By systematically examining how users are guided through the various phases of a funnel, weak points and optimisation potential can be identified. This article takes a practical look at how conversion analysis provides impetus for better results and effectively supports your projects.
Conversion analysis: Understanding insights into the user journey
Conversion analysis describes the process in which each stage of a funnel is closely monitored - from the first touch to the completion of a desired action, such as a purchase or registration. The funnel is typically divided into phases such as awareness, interest, desire and action. The analysis shows where potential customers drop out or hesitate.
For example, thanks to conversion analysis, an online shop in e-commerce discovers that many users place goods in the shopping basket but abandon them at the checkout. The marketing department of a software provider can use differentiated user analyses to find out that many interested parties watch product videos but do not request a demo. A service provider in the field of further education recognises that although many people reach the registration page, the number of registrations themselves is falling sharply.
Targeted measures can be taken on this basis
In a B2B context, for example, conversion analysis can be used to customise the landing page so that it contains clear calls to action. In online retail, user guidance is improved through optimised navigation and shortened checkout processes. Personalised recommendations also often increase engagement and conversion rates.
BEST PRACTICE with one customer (name hidden due to NDA contract) The conversion analysis showed that the majority of visitors had not used the FAQ section. After the installation of interactive help functions, the number of support enquiries was reduced and the completion rate increased by 12 %.
How conversion analysis improves your strategy
Conversion analysis creates a clear picture of the target group's behaviour. It helps to deploy marketing expenditure more efficiently by recognising which channels or campaigns actually encourage users to participate. One tour operator, for example, is increasing its budget for influencer marketing and social ads after the analysis showed highlighted successes.
A SaaS company also benefits by improving user guidance through the analysis of behavioural data in the trial process and thus converting more free users into paying customers. An education platform uses conversion analysis to find out that email nurturing better addresses the needs of prospective customers and thus increases the number of registrations.
BEST PRACTICE with one customer (name hidden due to NDA contract) The conversion analysis showed that users often cancel the registration form because the entries are too extensive. By simplifying the forms, the registration rates increased by 18 %.
Practical tips for your optimisation
Regularly check where potential customers leave your funnel. Use tools such as session recordings or heat maps to better understand user behaviour. Test different variants of your landing pages or communication paths („A/B tests“) and focus specifically on the channels that generate the highest conversion rate.
Make sure that your users are not disturbed by superfluous steps or complicated processes. Simplification and clear instructions support a smooth customer journey. Also think about following up via targeted email campaigns to activate interested parties.
BEST PRACTICE with one customer (name hidden due to NDA contract) The use of personalised follow-up emails, supported by conversion analysis, significantly improved customer loyalty and increased the reactivation rate of former users by 14 %.
Conversion analysis as a continuous companion
Conversion analysis is not a one-off project, but a dynamic process. Companies often report that the constant monitoring and adjustment of funnels helps them to react flexibly to market changes. For example, an online retailer keeps a permanent overview of seasonal fluctuations, while a consulting firm constantly adapts its offers to new customer needs.
iROI-Coaching supports you in such conversion analysis projects. Whether defining KPIs, carrying out user tests or deriving specific measures - we provide impetus and practical support.
My analysis
Conversion analysis provides valuable insights to better understand your customers and optimise user guidance in a targeted manner. It supports the allocation of resources and thus increases the efficiency of your marketing and sales measures. Integrating this analysis into your processes gives you impetus for sustainable improvements and accompanies your projects with confidence on the way to better results.
Further links from the text above:
What is conversion funnel analysis? - Statsig
Conversion Funnel Analysis - UXCam
Conversion funnel analysis: How to achieve more sales - FullSession
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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