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What is eCommerce Conversion Rate In Google Analytics?

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If you’re running an eCommerce store, you most likely use Google Analytics to track your website’s sessions, visitor data, organic traffic, and a range of other important data points. If you’re unfamiliar with certain terminology, you might be wondering what ‘conversions’ mean in the context of an eCommerce site.

In this guide, we’re going to go over everything you need to know about your eCommerce store’s conversion rate: what it is, why it’s important, and how you can improve your own conversion rate with the help of expert SEO marketing. Let’s take a look!

What is eCommerce conversion rate in Google analytics?

In the context of an eCommerce store, your ‘conversion rate’ in Google analytics refers to the number of visitors who end up buying a product or service from your shop after clicking on an advertisement. According to Google, your conversion rate is calculated by:

“Taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period.” 

For example, if you had 70 conversions from 1,000 interactions, this would mean a conversion rate of 7%. (70 ÷ 1,000 = 7%.)

Why is my conversion rate important?

Your conversion rate is important as it determines how successfully your website is at converting browsers into making a transaction. If you have a poor conversion rate, it usually means that you’re not optimising your website efficiently – it can also mean that your site is laden with functionality errors: slow loading times, poorly written marketing copy, and a poor UX are all reasons why your conversion rate might be low.

Having a poor conversion rate can also mean significant financial loss if you’re paying for PPC advertising with Google or other social media advertising platforms. If customers are going to be clicking through to your site (and in turn hiking up your advertising costs) it’s in your interest to ensure that you achieve the maximum number of conversions possible.

What is a good conversion rate?

A good conversion rate is considered anywhere between 2.5% and 5%.

How can I improve my eCommerce conversion rate?

You can improve your eCommerce conversion rate with on-site optimisation, and the best way to do this is by hiring SEO experts to do it for you. Here are just a number of ways an SEO agency for eCommerce will help you increase your conversions and bring down your marketing costs:

Focus on user experience

As mentioned above, your user experience (UX) is incredibly important if you’re running an eCommerce store. Potential customers aren’t going to feel compelled to make a transaction if your site has excessively long loading times, missing information, and lots of 404 error pages. Customers want to feel confident about buying your products or using your services, so it’s important to instil confidence by offering a user-friendly experience. An SEO expert will be able to identify and fix any UX issues, resulting in a seamless browsing experience for your customers.

High quality content

Customers are as receptive to poorly written content as they are to expert marketing; that’s why having high quality written content on your website is key to a high conversion rate. An SEO expert will be able to optimise landing pages, product listings, blog pages, FAQ pages and more with expert-written content, so customers can feel confident when shopping on your site.

Focus on organic traffic

PPC advertising costs have increased significantly in the last few years, as new companies aim to make quick gains using the Google Ads platform. However, a PPC advertising model isn’t the most sustainable if you’re looking for long-term success – especially if your site currently has a poor conversion rate. 

To avoid wasting unnecessary money on PPC advertising, an SEO expert will also encourage you to look towards prioritising organic traffic and search engine optimisation. This means using targeted keywords to improve your Google ranking within your business niche: this can be achieved by offering high-value blog content, optimising your landing pages, and increasing your domain authority with link building. 

When you have a high search engine ranking, you’ll be able to increase your online presence within your business niche, gain new customers, and increase impressions to your site – without the sky-high costs of PPC advertising.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.