{"id":111863,"date":"2023-01-16T10:55:05","date_gmt":"2023-01-16T10:55:05","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/calculate-analyze-conversions\/"},"modified":"2026-09-02T20:28:12","modified_gmt":"2026-09-02T14:58:12","slug":"calculate-analyze-conversions","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/calculate-analyze-conversions\/","title":{"rendered":"How to Calculate, Track, and Analyze Conversion Rates"},"content":{"rendered":"

What’s one of the most important metrics to keep track of when building your business online and watching it grow? Conversions<\/strong><\/a>.<\/p>\n

In an increasingly competitive digital world, it\u2019s tough to know what works and what doesn\u2019t when it comes to conversions.<\/p>\n

As each e-commerce site is unique, there’s no \u201cone size fits all\u201d for setting and achieving your goals. So, whether you\u2019re just starting out, scaling up, or expanding quickly, there is a lot to understand when it comes to prioritizing, tracking and tackling your conversations in order to optimize your website<\/strong> and know your customers better<\/strong>.<\/p>\n

In this article, we’ll look into how to calculate conversion rates and discuss some helpful tracking methods and benchmarks for conversion rates. We will then provide some tips on how to increase your conversions.<\/p>\n

How to calculate conversion rates<\/b><\/h2>\n

Before discussing the formula, let\u2019s define what we mean when we say conversion<\/em><\/strong>.<\/p>\n

This is a broad term that could refer to anything from newsletter signups, buying a product or service, downloading an e-book, completing a form and so on.<\/p>\n

Basically, a conversion occurs when a website visitor completes a desired action<\/strong>.<\/p>\n

What does this mean?\u00a0 To calculate a website\u2019s conversion rate, you need to know exactly what you\u2019re trying to measure. It\u2019s a matter of having clearly established business goals<\/strong> and being able to translate those into quantifiable website metrics<\/strong>.<\/p>\n

To determine a conversion rate for your website, divide the number of goals achieved in a given time frame by the total number of visitors to your website, then multiply that number by 100.<\/p>\n

Conversion rate = (Conversions or goals achieved \/ Total visitors) * 100<\/p>\n

So if your landing page had 16,982 visitors and of those, 3,604 took the desired action, then your conversion rate is 21.22%.<\/p>\n

Once you understand how to calculate the website conversion rate<\/strong>, you should think about how you can track the conversions that you receive.<\/p>\n

How to track conversions <\/b><\/h2>\n

You can set up a system for tracking conversion rates with the help of one or a combination of the following tools:<\/p>\n

Google Analytics and AdWords<\/h3>\n

These two tools collect large amounts of raw data<\/strong>. With so much data available, it\u2019s important to set filters so you can focus on specific data sets to avoid missing key insights related to your goals.<\/p>\n

Heatmaps<\/h3>\n

These maps capture users\u2019 eye movements and clicks on your website. With this information, you can identify top-performing or weaker elements on pages to help steer your optimization strategy.<\/p>\n

\"heatmap
Heatmaps highlight user engagement and interest on web pages<\/figcaption><\/figure>\n

Session recording and replay tools<\/h3>\n

Replaying user sessions shed light on how visitors navigate and interact with your website on their digital customer journey<\/a>. Seeing the user experience in action can help to identify bugs that were missed or understand bounce rate<\/a> fluctuations at specific sections in the funnel.<\/p>\n

Customer satisfaction surveys or Net Promoter Scores<\/h3>\n

Both customer satisfaction surveys and NPS measure how happy your customers are with your business and in what areas you can improve. Focusing on the customer experience is essential for retention and driving more conversions.<\/p>\n

For example, OUI.sncf<\/a>, France\u2019s national railway company, focused on their user behavior and noticed a low click-through rate on their ticket information page. To fix this problem and increase their client satisfaction and optimize the user experience, they used Flagship<\/a> (Wingify\u2019s server-side platform) to run an A\/B test that quickly led to a 61% increase in their conversion rate.<\/p>\n

What\u2019s considered a good conversion rate? <\/b><\/h2>\n

Is there a benchmark for conversion rates?<\/em> The best answer to this popular question is that a \u201cgood\u201d conversion rate varies considerably from industry to industry<\/strong>.<\/p>\n

As you can see in the image below, Unbounce<\/a> analyzed over 44,000 landing pages across popular industries and found that each industry has a different average, with the catering and restaurant industry having the highest one.<\/p>\n

\"Conversion\u00a0<\/span><\/p>\n

While these stats can be helpful in establishing a baseline, they shouldn\u2019t be treated as the only element of importance for your business.<\/p>\n

Even comparing conversion rates within the same industry is not a fair measurement. Different sites are working with different traffic sources, visitor volume, brand perceptions, UX design and CTAs. It\u2019s easy to get carried away with vanity metrics, but the quality of traffic to your website really makes all the difference in your conversion rates.<\/p>\n

So, what\u2019s the way forward?<\/em><\/p>\n

Don\u2019t follow accepted figures blindly. Stay in the know, but remember the only thing you have to do is outperform the conversion rates you achieved last month. That\u2019s how you become better.<\/p>\n

How can you increase conversion rates?<\/b><\/h2>\n

There are multiple tactics to boost conversion rates on your landing pages and website. Let\u2019s look at a few popular and effective methods:<\/p>\n

A\/B testing<\/b><\/h3>\n

A\/B testing<\/a> compares two different versions of a web page or an app to see which performs better. From a conversion point of view, it gives you room to be creative and explore new and better ways to capture leads.<\/p>\n

To get started with A\/B testing, try focusing on the main elements of the page, such as:<\/p>\n