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How to Calculate Conversion Rate of Your Website & Tracking

  • 4 min read
  • June 28, 2024
Calculate Conversion Rate

How do you know if your website is doing what it’s meant to? By tracking its conversion rates! Tracking your website conversions means you are more able to optimise your site for your users and know what your customers respond to better. In this article, we’ll explain how to calculate conversion rate and highlight some helpful tracking methods. We’ll also discuss what makes a good conversion rate too.

If you’re looking for tips on how to improve your conversion rates, you can read our blog on Conversion Rate Optimisation Tips here.

What is a Website Conversion?

A website conversion is when a site visitor completes the main action(s) you wish for them to take on your website. Depending on the nature of your business and its goals, a conversion may simply be an eCommerce purchase, booking an introductory call, filling out a contact form or signing up to a newsletter. Conversion rates allow us to see how frequently this goal is happening. If it isn’t as much as we’d like, we can work on making it better. And, if it is, we can continue to implement more of the same!

Website Conversion Tracking

Analytic Tools

A screenshot of KIJO's Google Analytics page

Analytic tools allow you to gain insights from your site users and customers. They will heighten your understanding of their journey through your website, and identify what might be stopping them converting. Google Analytics is the most popular and well known tool for tracking website conversions. Similar tools include Adobe Analytics and Hotjar.


A screenshot from Hotjar; a platform that offers heatmaps which capture user behaviour on websites

A heatmap captures a user’s cursor movements, how far they scroll down your page and what they click on – and ignore – on your website. A heatmap will help you identify which elements are working on your page and which are much weaker. This will help you steer not only your optimisation strategy as a whole, but indicate any website design tweaks that may be required. This may be Call to Action (CTA) improvements, navigational tweaks, or fixing responsive design issues. Hotjar offers a popular heatmap service, as does Mouseflow.

Net Promoter Scores (NPS) or Customer Satisfaction Surveys

A screenshot of a survey question asking the user how likely they are to recommend a product/service they've used/received on a scale of one to ten.

If you’re unsure whether your site’s working optimally, ask your users directly! Who are they? Your customers and website visitors! Your customer satisfaction can absolutely inform your conversion rates. Bringing the actual customer experience to the forefront of your conversion strategy not only drives conversions, but helps with customer retention too.

Session Recordings

A screenshot of a session recording.

A session recording essentially puts you in your customer’s shoes! These will shed light on how your site users navigate and interact with your site. You’ll see firsthand whether your intended user journey is working, and help you identify issues that may have been missed otherwise. Often, session recordings will reveal what the numbers simply can’t tell you. They can also help you understand potential reasons behind bounce rates too. Popular software that offers this service includes Hotjar and Mouseflow.

What Is A Good Conversion Rate?

Across most industries, a “good” conversion rate is anywhere between 2 and 5%. Industry-specific conversion rates can vary a bit more. However, as long as your website is doing better month on month then that’s the sign your conversion rate optimisation efforts are working. That’s how you build, slowly but surely, better, more desirable and “good” conversion rates.

How to Calculate Conversion Rate

Conversions rates allow you to determine the success of your campaigns, your marketing efforts and your website as a whole. But, what’s the conversion rate formula?

Conversion Rate Formula

 The conversion rate formula is:

Goals Achieved ÷ Total Visitors, X by 100

You may launch a new eCommerce website and get 50 purchases in the first week! However, if 50,000 people visited the site that week, then the conversion rate is only 1%. 

You may want to test a new design of your landing page that has a new call to action (CTA) on it. If your site has 14,658 visitors and of these visitors, 500 completed the CTA, the conversion rate would be 3.41%. 

Want to improve your conversion rates?  Read our blog on Conversion Rate Optimisation Tips here.

Website Conversion Rate

To understand your website conversion rate fully, and to improve it month on month, the best thing to do is work with website optimisation experts. Here at KIJO, we offer the KIJO Optimise package which helps you to transform your site into one that delivers. We focus on driving more conversions, more sales, continuously from your site by auditing it, and then building a roadmap and list of optimisation tasks. The KIJO team then sets about completing these tasks and working towards achieving your website goals. 

Want to learn more about KIJO Optimise? Contact us today.

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