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Detailed Guide to Conversion Analysis

Detailed Guide to Conversion Analysis
Daria Krasovskaya
•  05.02.2024
Are your conversion rates optimized, or are you dealing with inconsistencies and unsure strategies? Tackling common challenges like understanding user behavior and optimizing conversion funnels are prevalent, yet overwhelming.

Digital success is mainly dependent on conversion analysis, which offers significant insights into user behavior and the effectiveness of your conversion funnels. Understanding conversion analysis is critical for UX professionals, digital marketers, product managers, and e-commerce managers to elevate user experience, improve marketing efforts, and increase sales. 

This article will present a comprehensive guide to conversion analysis, delivering insights and solutions to improve your digital strategy and drive better outcomes. Join us as we dive into the essential elements of conversion analysis, offering practical tips and expert guidance to uncover data that matters.

Key Takeaways:

Conversion analysis is pivotal for understanding user behavior and improving website interactions to increase conversion rates.

💡 Effective testing methods like usability testing, A/B testing, and heatmap analysis provide detailed insights into optimizing user experience.

🐝 Tools like UXtweak offer in-depth analysis capabilities, making it easier to identify areas for improvement and drive successful digital strategies.

Conversions Definition

The Merriam-Webster Dictionary defines conversion as changing from one form to another. You may hear the word in various contexts, like when a football team scores extra points or when an individual shifts from one faith to another. However, ‘conversion’ takes on a distinct and critical meaning in marketing.

In marketing, conversion happens when someone visiting a website does something specific that the business wants. It may be anything from purchasing to downloading a file or simply engaging with the website. When a visitor starts to participate actively, it indicates that the marketing is making an impact. Similar to road signs, conversions show the effectiveness of a marketing strategy.

However, what constitutes a conversion may vary from one website to another. In the following section, we will examine several kinds of conversions to help you make sense of the potential conversions on your website. This way, you can understand how visitors can engage with you online and help your business grow. 

Types of Conversions

Focusing on conversions—the critical actions users take—is necessary for a website or application to fulfill its objectives. It is crucial to zero in on particular areas during analysis to comprehend and enhance these conversions, as different websites have different conversion goals.

For publishing sites, attention should focus on:

  • Subscribing to Newsletters: Keep track of the number of users who sign up for regular email updates.
  • Downloads of Digital Books: Count how often users download ebooks or similar digital content.
  • Completion of Contact Forms: Observe how many users fill out and submit forms to make inquiries or provide feedback.
  • Advert-Featured Article Views: Track the number of times users read articles that contain advertisements.
  • Affiliate Link Engagement: Monitor how frequently users click links that lead to partner products or services. You can use affiliate tracking software such as Trackdesk for this purpose, or pick the best affiliate tracking software that satisfies your requirements.

Meanwhile, eCommerce sites should concentrate on the following:

  • Submission of Inquiry Forms: Observe how users fill out and send in contact forms for queries or feedback. 
  • Adding Products to Shopping Cart: Keep an eye on the frequency customers place items in their online shopping carts.
  • Interaction with Checkout Phases: Track user interactions and behaviors during the various steps of the checkout journey.
  • Finalizing Transactions: Monitor the number of successful sales completed on the website.

Lastly, software application sites should prioritize:

  • Requests for Free Trials or Demos: Monitor how many visitors express interest in trying the software through trial or demo versions.
  • Submission of Contact Requests: Track the frequency with which customers fill out and send in forms to make inquiries or provide feedback.
  • Completion of Software Purchases: Count the number of times users buy the full software version.
  • Instances of Software Downloads: Observe how often clients download the software from the website or platform. 

What is Conversion Analysis?

conversion analysis

Conversion analysis is understanding user actions on websites or apps, leading to outcomes like purchases or sign-ups. It explores why online visitors take specific actions and how eCommerce managers or digital marketers can enhance those rates. This analysis is integral to identifying a digital strategy’s strengths and weaknesses.

Think about situations where you see changes in conversions on certain days of the week. Or you may be curious why certain customer journey phases have a greater abandonment rate. With conversion analysis, you can see these trends clearly and learn from the results of your efforts.

Another example is that you observe that conversions are higher on some browsers, such as Google Chrome and Firefox. However, it is lower on Microsoft Edge and Safari; this analysis will help you determine the underlying reasons and make necessary improvements. Additionally, conversion analysis probes deeply into the traits and behaviors of your users. It reveals not just the transparent but also the covert patterns that affect user behavior. 

Likewise, it helps identify customer locations, visit frequency before purchase, effective marketing channels, and popular products or services. This understanding is crucial for tailoring strategies to user needs. The more you know about your audience, the better you can target your marketing and product positioning.

As Jakob Nielson, Co-founder of Nielsen Norman Group, said:

Pay attention to what users do, not what they say.

Jakob Nielson, Researcher, Co-founder of Nielsen Norman Group
Jakob Nielson, Researcher, Co-founder of Nielsen Norman Group

Conversion analysis is not just about numbers; it is about insights into who is converting, who is not, and why. Understanding user behavior throughout conversion helps refine strategies, leading to more focused, effective marketing and better business results.

Conversion Analysis Benefits

conversion analysis

Enriching online business strategies depends on practical conversion analysis. Businesses can improve their websites by learning how people use them and what they prefer. This analysis leads to numerous benefits, each contributing to the overall growth of a digital presence.

1. Better User Experience and Engagement

Using conversion analysis, you can find out what makes or breaks a website for users. Businesses may improve their site’s engagement and usability by evaluating user interactions and adjusting to meet user expectations better. This keeps users on the site longer and encourages repeat visits, building a loyal user base.

A more enjoyable experience for customers leads straight to more engaged users. People are more ready to interact with, share, and return to a site that is simple to use and satisfies their needs. Conversion analysis assists in precisely identifying areas that require improvement to guarantee that users have a fulfilling experience each time they visit.

2. Improved Customer Lifetime Value (CLV)

Realizing the path customers take before they purchase helps make the experience smoother for future clients. Doing so increases loyalty and client satisfaction, affecting the Customer Lifetime Value (CLV). A rising CLV indicates that the company is getting more value from each customer as time goes on.

You can also employ conversion analysis to find the consumer groups who buy from you the most. Businesses can improve CLV even more by tailoring their marketing and customer service tactics to these groups. This targeted method guarantees that efforts remain centered on the areas that will benefit the most in the long run.

3. Increased Organic Search Success

Discovering which content and keywords generate conversions is the goal of conversion analysis. This helps make the website preferable for related searches, making it appear higher in organic search results. More visitors and more conversions result from more substantial search engine rankings.

A company’s organic search performance can be enhanced further if it recognizes which types of content bring in customers and produces more of it. This sets in motion a positive feedback loop wherein higher-quality content attracts more visitors, increasing conversions and boosting search engine rankings.

4. Higher Website Profitability

Focusing on elements that encourage conversions can significantly increase website profitability. Finding the best strategies and areas to spend in through conversion analysis guarantees that you implement resources effectively for the most significant impact.

Furthermore, this data identifies which parts of the website could perform better. Businesses that improve these areas can reduce customer acquisition costs (CAC), increasing revenue. Also, reinvesting in growth and development becomes possible when a company addresses inefficiencies, boosting profitability.

5. Understand Changing Customer Needs

Finally, conversion analysis reveals consumer behavior and preferences patterns. This gives businesses a head start by letting them quickly adjust to shifting market conditions. Remember, to succeed in the long run, you need to know these trends.

Additionally, this continuous analysis aids in forecasting future client demands. A company’s capacity to attract and retain customers depends on its ability to innovate and modify its services over time. Moreover, the key to continuous growth is anticipating and addressing client wants.

Given these points, conversion analysis is invaluable for any digital business. In the next section, let’s discover the best ways to measure these benefits, empowering enterprises to make smarter, data-driven choices.

How to Calculate a Conversion Rate?

conversion analysis

Source: The Online Advertising Guide

Calculating a conversion rate is a straightforward but vital task for any e-commerce site. You can use it to gauge how well visitors to your website become paying clients. First, use this formula: 

Conversion rate = (Conversions or goals achieved / Total visitors) * 100.

Let’s look at an online store as an example. For instance, 16,000 people visited your online store in a month, and 850 of them purchased from you. Your conversions are the 850 orders.

Here’s how to figure out the value using the conversion rate formula: 

Conversion rate = (850/16,000) * 100 

Conversion rate = 5.31%

Based on these numbers, your rate is 5.31%. When 100 people visit your online store, five of them usually buy something. While conversion rates can vary from one business to the next, a report indicates that an average site conversion rate typically ranges from 2% to 5%. 

Knowing this rate is critical because it shows how well your online store performs. More sales occur when the conversion rate is high, which means that the marketing and design of the site have been effective.

How to Conduct Conversion Analysis? 

To conduct conversion analysis effectively, examining how users interact with your site and what leads to successful conversions is essential. This process involves defining company goals, selecting testing methods, collecting data, and making informed improvements. Mastering conversions analysis will improve your website operation and accomplish your business objectives more efficiently.

1. Define Business Goals and Conversion Type 

Setting specific business goals is critical in conversion analysis since it directs your strategy and lets you use data efficiently. You might think of it as a road map that leads you to success for your web page or campaign. Having particular goals helps you assess your progress and determine areas of focus. For example, increasing sales is one objective, while raising brand recognition is another.

Consider the following components while planning your company goals:

  • Click-through Conversion: Keep track of the number of people who visit your website through an advertisement or link. For example, you can use third-party tools like Voluum to collect detailed data about the visitors and conversions. 
  • Sign-up Conversion: Monitor how many people join your mailing list, account, or service. 
  • Download Conversion: Track the total downloads for a digital product such as software or eBook. 
  • Sales Conversion: Determine how many people visit your site and buy a product. 

Measuring these components is appropriate relative to the specific business goals they support. You can do a more targeted and valuable analysis if you have clear business goals and know what conversions you need to concentrate on.

2. Choose the Right Testing Method 

Different approaches are available for conversion analysis; each method has benefits and uses. Before deciding on a testing method, you must determine what you want to accomplish and what information you need to collect. 

Usability testing entails having real people engage with your application or website to detect usability flaws that may prevent conversions. Following users as they explore your website can provide significant data about where they encounter issues or confusion.

Comparing two types of web pages, however, allows A/B testing to determine which converts more visitors. Using this technique, one set of consumers sees version A, while another considers version B. After that, it becomes clear which form leads to more conversions.

Heatmap Analysis shows where users click, move, and scroll, revealing what catches their attention and what doesn’t. Such customer data helps get people to interact with and buy from a website better by improving its layout and content.

3. Gather and Analyze Conversion Data

Once you decide on a testing method, you can collect and review conversion data. For gathering data, you might find web scraping as a cool tool to boost your productivity. Present the data in a way that stakeholders and decision-makers can easily comprehend. Using visualizations effectively communicates results and helps the team grasp the impact of their efforts.  

The best graphic design schools online offer courses that can help you become more skilled in developing these kinds of images. This will make the data presentation even more straightforward and more valuable.

4. Implement Strategic Changes

After gathering insights, it’s time to implement strategic changes based on your analysis. This could mean making changes to your website’s design, your marketing plans, or the way people navigate it so that they have a better general experience. These changes are necessary to improve your site’s success rates and reach your business goals.

5. Monitor Results and Adjust Strategy

Soon after making changes to your strategy, you should keep an eye on the results and make changes as needed. Pay close attention to how these adjustments affect the number of sales and how people use your site. Make necessary adjustments to your plans in light of this ongoing monitoring to guarantee peak performance and accomplish the company’s goals.

Conversion Testing Methods

conversion analysis

As mentioned earlier, several testing methods are available for conversion analysis, each offering unique insights. These techniques help you learn and improve how people use websites to increase sales and improve performance.

1. Usability Testing 

How real people use your website or app is what usability testing is about. It has users do tasks and act out instances while their actions undergo monitoring to find any usability problems. 

The UXtweak usability testing tool is perfect for this. It lets researchers, marketers and product managers closely monitor how prospective clients interact with their websites. Based on that information, they can spot areas of confusion and pinpoint parts of the product that need improvement. This allows to make design changes based on data, improve the product’s UX, and increase conversion rates!

Here is a short video showing Usability Testing and basic tips for making the most out of it👇

2. A/B Testing

Meanwhile, A/B testing is a technique that compares two site versions of a webpage to see which works better. Site visitors see both versions at random and have their engagement and conversion rates tracked.

This testing is vital for making sound decisions on the website’s layout, content, and functionality. Businesses may determine which components are more successful at generating conversions by comparing two different strategies, which will improve the user experience.

Experiment with A/B Testing for Prototypes✅

Prototype Testing
Experiment with A/B Testing for Prototypes✅

Try Session Recording with UXtweak🔥

Session Recording
Try Session Recording with UXtweak🔥

3. Heatmap Analysis

Graphically represented via heatmap analysis are clicks, scrolls, and total page time. Heatmaps reveal which parts of a page are more popular and which areas web visitors ignore. This data helps polish the layout by putting content and calls to action in places people will likely see and interact with, leading to higher conversion rates.

conversion analysis

Example of a heatmap.

4. Customer Surveys 

One direct way to get user input about their experience on your website is through customer surveys. They offer insightful information on users’ preferences, dislikes, and expectations for your site.

This feedback can help understand user actions and non-actions better and inform website enhancements and conversion rate tactics. Customer surveys help conversion analysis by bridging the gap between user experience and website performance. You can run quick po-pup surveys on your website our distribute them via email to collect customer feedback and identify areas of improvement in their journey.

Conversion Testing Tools 

For conversion analysis to be feasible, testing technologies are critical to gather data and insights regarding user activities and interactions. These tools are essential for pinpointing areas for improvement and comprehending the user journey on an app or website.

1. UXtweak

conversion analysis

First on the list is UXtweak, a powerful tool for studying the behavior of prospective users of a site or app. It lets researchers and digital marketers conduct usability studies to determine where users drop off, as well as discover unclear aspects that may delay conversions. Besides that, it aids in understanding user expectations, the way they go through the customer journey and how they navigate the product.

UXtweak also helps to track user behavior on your website and generate heatmaps with their session recording tool. This functionality lets you watch user interactions in real-time and assess behaviors based on particular criteria to improve user experience.


Pricing: UXtweak offers a free starting plan, making it ideal for smaller research projects. You may also choose between Plus plan aimed at solo researchers for $49 per month (annual billing) or a Business plan with up to 11 seats. If that is not enough you can get your custom Enterprise plan tailored to your specific requirements.

Optimize your Product for Conversions with UXtweak!

Use UXtweak's advanced research tools to identify user drop-off points and optimize conversions today!

Register for free

2. Google Analytics

google analytics, conversion analysis

Offering in-depth information on user behavior, traffic trends, and conversion rates, Google Analytics is an effective tool for conversion analysis. It helps track how users locate and explore your website and which areas or actions convert.


  • Real-time analytics
  • Audience demographics
  • Traffic sources
  • Behavior flow
  • Conversion tracking
  • E-commerce reporting
  • Site speed analysis
  • Custom reports
  • Integration with Google Ads
  • Mobile app analytics
  • Event tracking
  • Custom dimensions and metrics
  • Data visualization and dashboards
  • User flow analysis
  • Segmentation for detailed analysis

Pricing: The tool is free.

3. Optimizely

conversion analysis

Optimizely is a leading platform for experimentation and conversion rate optimization. It allows businesses to run A/B tests, multivariate testing, and personalization strategies to enhance user experiences and increase conversions. With Optimizely, you can easily create and test different versions of your website or app to see which one performs better and make data-driven decisions.


  • A/B Testing
  • Multivariate Testing
  • Personalization
  • Visual Editor for easy experiment setup
  • Experimentation on web and mobile apps
  • Real-time results and analytics
  • Advanced targeting and segmentation
  • Integration with analytics and marketing tools
  • Full-stack experimentation

Pricing: Optimizely offers custom pricing based on the needs and scale of your business.

Wrapping Up 

Conversion analysis is a game-changer in the digital world, offering deep insights into user behavior and website interaction. Testing tools like UXtweak are vital for finding areas to improve, boosting the user experience, and eventually getting more people to convert. 

Such tools let you know precisely what your customers want, improving your marketing and enabling you to make decisions based on actual data. With that, leverage UXtweak today to uncover valuable insights, optimize your user experience, and generate more conversions for your business.

Optimize your Product for Conversions with UXtweak!

Use UXtweak's advanced research tools to identify user drop-off points and optimize conversions today!

Register for free

FAQ: Conversion Analysis

How to measure conversions?

Use analytics tools to measure conversions by tracking user actions that conform with your business goals, such as completed purchases or sign-ups.

What are the best conversion strategies?

Effective conversion strategies include optimizing website usability, conducting A/B testing, and continuously analyzing and adjusting based on user feedback and data.

What is conversion analysis?

Conversion analysis examines user interactions on a website or app to understand and improve the rate at which visitors complete desired actions.

What is a conversion rate?

A conversion rate is the percentage of online visitors to a website who complete a desired action, calculated as (Conversions or Goals Achieved / Total Visitors) * 100.

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