Konverteringsgraden är ett mått i % som visar hur stor del av besökarna som uppfyller ett konverteringsmål. Det kan t.ex. handla om ett köp i en nätbutik. En vanlig konverteringsgrad för en nätbutik kan ligga någonstans mellan 2-6% i genomsnitt. Detta innebär att av 100 besökare så kommer mellan 2 till 6 personer att genomföra ett köp. Alltså, antalet mål / antalet besökare * 100 = konverteringsgrad i procent. T.ex. 4 köp på 200 besökare blir (4/200)*100 = 2%. Naturligtvis skiftar detta mycket från dag till dag så man kollar oftast över längre perioder, t.ex. månadsvis.

Andra exempel på konverteringsmål utöver ett köp kan vara ifyllnad av ett formulär, anmälan till ett nyhetsbrev, ja i stort sätt vad som helst som kan definieras som ett mätbart mål. Det finns många olika faktorer som påverkar konverteringsgraden, först och främst hur sidan/sajten är utformad där detta mål ska uppfyllas, ofta kallad landningssidan. En annan viktig faktor är relevansen på trafiken/besökarna som skickas till landningssidan, detta bestäms av källan för trafiken, det kan vara från en sökning på Google, eller kanske via en annons på Facebook. Hur relevant sökningen är eller hur relevant annonsen är utformad för slutmålet kommer vara av stor betydelse för konverteringsgraden. Andra påverkande faktorer kan vara säsong/årstid (julhandel), trender (nyhetens behag).

När man pratar om konverteringsoptimering (CRO), syftar man oftast på att öka konverteringsgraden genom att förbättra mål/landningssidan. Till sin hjälp använder man så kallade A/B-tester där man gör 2 olika varianter av en sida, dessa testar man sedan mot varandra samtidigt, varannan besökare får version A, och resterande besökare ser version B. Den variant som levererar flest konverteringar (målomvandlingar) vinner och blir således den design/variant man inför permanent. Ett exempel kan vara att man A/B-testar en köpknapp med olika färger eller olika texter på.

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