{"id":2360,"date":"2019-09-01T21:46:26","date_gmt":"2019-09-02T00:46:26","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2360"},"modified":"2024-04-17T14:52:58","modified_gmt":"2024-04-17T17:52:58","slug":"what-is-conversion-rate","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/","title":{"rendered":"What is conversion rate and why is it important?"},"content":{"rendered":"<p>One of the most important metrics in digital marketing, especially when we work on <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">inbound marketing<\/a>, is the conversion rate.<\/p>\n<p>For some, other metrics like reach, visitors, and click-through rate are just as important as conversions. This will obviously depend on each person\u2019s objective.<\/p>\n<p>In this article, we will dive a little into the subject. Check out what&#039;s ahead:<\/p>\n<ul>\n<li>What is conversion rate?<\/li>\n<li>How is it calculated?<\/li>\n<li>How important is it?<\/li>\n<li>How to optimize conversion rates?<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#O_que_e_taxa_de_conversao\" >What is conversion rate?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Como_e_calculada_a_taxa_de_conversao\" >How is the conversion rate calculated?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Qual_a_importancia_da_taxa_de_conversao\" >How important is the conversion rate?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Como_otimizar_as_taxas_de_conversao\" >How to optimize conversion rates?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Tenha_uma_persona_bem_definida\" >Have a well-defined persona<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Entregue_sempre_qualidade\" >Always deliver quality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Pense_na_experiencia_de_quem_esta_interagindo\" >Think about the experience of those who are interacting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Um_bom_design_faz_a_diferenca\" >Good design makes a difference<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Use_calls_to_action\" >Use calls to action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#Realize_testes_AB\" >Carry out A\/B tests<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">What is conversion rate?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To understand what a conversion rate is, you must first know what a conversion is. A conversion is a pre-established measurement related to a specific action by a user. This can be completing a purchase in an e-commerce, filling out a form on your website or in a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/landing-pages-what-they-are-and-how-to-use-them\/\">landing page<\/a>, a subscription to a newsletter, a download of a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/rich-materials-they-contribute-to-the-generation-of-qualified-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-book<\/a>, or a registration for a webinar, for example.<\/p>\n<p>Within this, we then have the concept of conversion rate. It is measured by the number of conversions generated in relation to the number of visits (when we talk about a website). At the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\">Google Adwords<\/a>, for example, the conversion rate can be the number of clicks on a specific ad, the number of hits to your blog or a specific video or even the number of calls obtained in relation to the ad.<\/p>\n<p>In other words, the conversion rate is linked to the action you determined and related to the universe that revolves around it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_e_calculada_a_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">How is the conversion rate calculated?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>On a website, for example, that receives 10,000 visitors and has 1,000 registrations (or conversions), the conversion rate is 10% (that was a piece of cake). On a Google Adwords ad that had 1,000 views the click-through rate could have been 12% (120 clicks) and the conversion rate (in relation to clicks) could have been 5% (6 purchases).<\/p>\n<p>Another example could be sales made. On a website with 8,000 visitors, 160 sales were made. Applying a rule of three, we have that the sales conversion rate was 2%:<\/p>\n<p>Number of sales \/ Number of visits *100<\/p>\n<p>When we talk about virtual stores, in Brazil, the conversion rate <a href=\"https:\/\/www.sebrae.com.br\/sites\/PortalSebrae\/artigos\/taxa-de-conversao-o-grande-desafio-do-e-commerce,0eec538981227410VgnVCM2000003c74010aRCRD\" target=\"_blank\" rel=\"noopener noreferrer\">is around 1.65%<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Qual_a_importancia_da_taxa_de_conversao\"><\/span><span style=\"color: #ff9900;\">How important is the conversion rate?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Conversion rate is a metric that helps measure results. In inbound marketing, for example, conversion rates can be measured within the sales funnel. Defining each <a href=\"https:\/\/verocontents.com.br\/en\/blog\/inbound-marketing-what-is-tofu-mofu-and-bofu\/\" target=\"_blank\" rel=\"noopener noreferrer\">stage of your funnel<\/a>, you will be able to measure how much your funnel is converting when moving from one stage to another and plan actions to optimize conversion rates.<\/p>\n<p>Furthermore, conversion rates allow you to more accurately evaluate the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">return on investment<\/a> of your digital marketing actions.<\/p>\n<p>By analyzing your conversion rates, you can <a href=\"https:\/\/verocontents.com.br\/en\/blog\/inside-sales-find-out-what-and-why-it-brings-more-effective-results\/\" target=\"_blank\" rel=\"noopener noreferrer\">direct marketing and sales<\/a> so that both teams can improve their results and bring good business to your company.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_otimizar_as_taxas_de_conversao\"><\/span><span style=\"color: #ff9900;\">How to optimize conversion rates?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Evaluating and evolving is one of our main mantras. Therefore, conversion rates are 100% included in this concept. Some tips can help improve your results:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tenha_uma_persona_bem_definida\"><\/span><span style=\"color: #ff5500;\">Have a well-defined persona<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The better your design is <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona<\/a>, the more targeted your campaign will be. And the more likely you are to convert. Therefore, don\u2019t get tired of reviewing your persona and understanding what their pains and needs are. This way you will be able to offer quality and objective content with greater chances of converting.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Entregue_sempre_qualidade\"><\/span><span style=\"color: #ff5500;\">Always deliver quality<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You have the persona defined, so deliver quality to him. The better your solution, the better your persona\u2019s response will be.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Pense_na_experiencia_de_quem_esta_interagindo\"><\/span><span style=\"color: #ff5500;\">Think about the experience of those who are interacting<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Whether on a website, landing page, ad, button, form or any other interaction element, always think about who is on the other side. The better the acceptance, the better the conversion.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Um_bom_design_faz_a_diferenca\"><\/span><span style=\"color: #ff5500;\">Good design makes a difference<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In addition to the experience itself, a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/why-website-design-is-important-for-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">good design<\/a> It is also essential for results. The conversion point, for example, like a button, must be visible and \u201cinviting\u201d to click. It is important to mention that there are no rules regarding colors. A button must be prominent to be seen and clicked, but it does not necessarily have to be a loud color.<\/p>\n<p>The use of red is not incorrect, as many say, as it is considered the \u201cstop\u201d color. But if it contrasts too much and causes discomfort, don&#039;t use it. Also don&#039;t overuse flashing elements and full of special effects.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_calls_to_action\"><\/span><span style=\"color: #ff5500;\">Use <em>calls to action<\/em><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is very important. Firstly, the person must clearly know what action they should take. Avoid having more than one call to action (<a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-a-call-to-action\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>call to action<\/em><\/a>), as this will leave the person divided about what to do. Be very clear about what you want from the user.<\/p>\n<p>Also use suggestive phrases in your <em>call to action<\/em>. \u201cClick here to register\u201d is poorer than \u201cJoin the best minds in digital marketing\u201d, for example.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Realize_testes_AB\"><\/span><span style=\"color: #ff5500;\">Carry out A\/B tests<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Another essential point in digital marketing. Do <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/\" target=\"_blank\" rel=\"noopener noreferrer\">tests<\/a> in whatever is necessary. From the color of the button to the place the form is located, all elements and texts can always be improved. But remember: change one at a time, otherwise you will lose the ability to judge what is working.<\/p>\n<p>This also applies to strategies. If one side isn&#039;t good, try the other. Change the acquisition channels, the message, whatever. But don&#039;t stand still. After all, the digital world allows for real-time changes, so use this to your advantage.<\/p>\n<p>Did you like the content? How about pulling our e-Book on Web-Analytics? Just click on the banner.<\/p>\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-287 bottom vert custom-banners-theme-default_style\" style=\"\"><img decoding=\"async\" width=\"215\" height=\"215\" src=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1.jpg 215w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-150x150.jpg 150w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-12x12.jpg 12w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/Banner-Web-Analytics-na-Pratica-215x215-1-45x45.jpg 45w\" sizes=\"(max-width: 215px) 100vw, 215px\" \/><a class=\"custom_banners_big_link\"  href=\"https:\/\/materiais.verocontents.com.br\/ebook-web-analytics\/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(none)&utm_content=&utm_term=&utm_referrer=banner-site\"><\/a><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>One of the most important metrics in digital marketing, especially when we work in inbound marketing, is the conversion rate. For some, other metrics like reach, visitors, and click-through rate are just as important as conversions. This will obviously depend on the<\/p>","protected":false},"author":1,"featured_media":2225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337],"tags":[28,84,44,51,52,37],"class_list":["post-2360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-calls-to-action","tag-conversao","tag-funil-de-vendas","tag-kpis","tag-roi","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 taxa de convers\u00e3o e qual a sua import\u00e2ncia? - Vero Contents<\/title>\n<meta name=\"description\" content=\"Uma das m\u00e9tricas mais importantes no marketing digital, principalmente quando trabalhamos no inbound marketing, \u00e9 a taxa de convers\u00e3o.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O que \u00e9 taxa de convers\u00e3o e qual sua import\u00e2ncia?\" \/>\n<meta property=\"og:description\" content=\"Uma das m\u00e9tricas mais importantes no marketing digital, principalmente quando trabalhamos no inbound marketing, \u00e9 a taxa de convers\u00e3o.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-02T00:46:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-17T17:52:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-e-taxa-de-conversao-e-qual-sua-iimportancia2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"O que \u00e9 taxa de convers\u00e3o e qual sua import\u00e2ncia?\",\"datePublished\":\"2019-09-02T00:46:26+00:00\",\"dateModified\":\"2024-04-17T17:52:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\"},\"wordCount\":1057,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-e-taxa-de-conversao-e-qual-sua-iimportancia2.jpg\",\"keywords\":[\"calls to action\",\"convers\u00e3o\",\"funil de vendas\",\"kpis\",\"ROI\",\"web-analytics\"],\"articleSection\":[\"Analytics\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\",\"url\":\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\",\"name\":\"O que \u00e9 taxa de convers\u00e3o e qual a sua import\u00e2ncia? 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