Conversion Rate

Wave
July 6, 2018

The conversion rate is the percentage of users who undertake a specific action on your mobile app that fulfills your desired goal or business objective. For example: new users making a first-time purchase on your ecommerce app.

If your app has a high conversion rate, it means your users want what you offer and can easily find their way to it.

If, however, your app has a less than optimal conversion rate, then you need to work on improving it.

How to Improve a Low Conversion Rate

A low conversion rate could mean one or all of these things are happening:

1. Your conversion rate might be low due to pages not optimized for conversion

The landing pages or deep links that you lead users to may be making it difficult for them to convert. Perhaps it’s a design or user experience issue. Or maybe it’s simply a mismatch between what they clicked on and what they read on the landing page. Either way, you must optimize the user experience so that visitors can easily convert.

This entails:

2. Your conversion rate may be low because no one wants your offer

Maybe the problem isn’t your app’s elements but your offer. Perhaps it isn’t resonating with your target segment?

Maybe what you’re asking them to pay is too expensive for them or the download (or coupon) isn’t valuable enough for them to convert.

Look more closely at what you’re offering in exchange for the user’s action. Ensure that it matches what your targeted segment wants. (And if you’re not sure what they want, it may be time to do some research.)

Influenced Conversion: What Is It?

A marketing influenced conversion happens when a user is sent a marketing campaign, views it, clicks on it, then goes ahead and performs a conversion event — which for an ecommerce app means “Charged” (or “Purchased”). In short, the user is influenced enough by the marketing campaign to convert into a paying customer.

Like all marketing actions, a marketing influenced conversion can be tracked via UTM parameters that specify which channels and campaigns were used so that ROI can be monitored.

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