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Site conversion rate

The site conversion - is the ratio of the number of visitors to the resource who performed any targeted actions on its pages (for example, they registered or put the product in the basket) to the total number of visits, expressed as a percentage.

Successful conversion is interpreted differently by sellers of goods/services, advertisers and content providers. So, for a seller, a good conversion will mean the fact that a visitor bought a product or service, who was interested in a certain product, put it in the basket and paid for it. For the content provider, the successful conversion of the site can be ensured by registering visitors, subscribing to the mailing list, downloading software, buying ready-made articles.

Many analysts are too fond of monitoring the statistical information of the site, while forgetting about important components, such as: page loading speed, bounce rate, percentage of data error.


Site page loading speed


Since 2010, the Google search engine has been paying special attention to the speed of page loading. Now this indicator is taken into account when ranking sites and forming a list of search results leaders. In addition, the failure rate largely depends on the speed of the resource. Accordingly, the slower the pages load, the more visitors are lost.


Evaluation of the site page loading speed:

• 3-4 seconds or more - very bad;

• 2-3 seconds - is acceptable, but it is worth taking measures to improve;

• 1-2 seconds - good;

• less than one second - is the perfect result.


With mobile versions, everything becomes more complicated, because the Internet is slow there, so the requirements should be stricter at least twice.

To analyze the speed of loading web-pages, you can use the service -


In addition, you can also get practical tips on improving the performance of a web-project and its convenience for users.


Bounce rate


The bounce rate is the percentage of visits when users performed only one action on the resource and left it. This is one of the contradictory metrics in analytics.

This indicator reflects how much the visitor is interested in the information he is looking for, and how it is presented to him on this page.

You need to keep track of such statistics in Yandex-Metrika or Google-Analytics. You also need to take into account such actions as: scrolling, click-trough’s, internal transitions, and other non-obvious actions. It is important to know what to pay attention to, and what is not so important.


Evaluation of data on failures:

• up to 10% - that's amazing (special-professional engaged in the project!), however, you should thoroughly test the configuration Yandex-Metric and Google-Analytics;

• 10-20% - excellent;

• 20-30% - average;

• 30-40% - below average, it is necessary to improve it;

• 40-60% - it is urgent to analyze the situation and carry out the necessary measures;

• 60% or more - there are serious problems.


The lower the bounce rate, the higher the conversion rate of the site. That is why it is necessary to constantly work on optimizing the resource pages so that they attract only the target audience.




Scrolling is a form of information representation in which the content (image, text) moves across the screen in a horizontal or vertical direction.


The main types of scrolling:

• linear (objects appear at one edge of the window and, moving, disappear at the other);

• cyclic (an object, having disappeared, for example, from the left edge, appears from the right);

• bouncing (an object at the edge of the window changes its direction of movement to the opposite).


Statistical error


The fact is that there is an error in any calculations, especially when it comes to collecting and analyzing statistical data. Before making any decision to change the list of activities for the search promotion of the site or the chosen advertising strategy, it is necessary to understand that the collected information about the functioning of the web-project fully corresponds to the real situation.


Comparative analysis by year


This technique helps to look at the success of the site from the outside. Comparing the current figures with the data for the same period of previous years, you can understand in which direction the development of the web-project is moving.


A classic set of audit information:

• number of visitors;

• viewing depth;

• time of the visit;

• number of pages viewed;

• bounce rate;

• percentage of new visitors;

• site conversion.


When conducting an analysis, do not forget about the simplest metrics. It may seem that there are a lot of more attractive parameters for monitoring, but this is after all a "base", everything else depends on it. Basic metrics should always be tracked and analyzed.

Site conversion rate