How to calculate conversion rate formula. How to calculate the sales conversion rate? Counting on our fingers: calculating sales conversion

The conversion rate is the ratio of positive results in a particular process in relation to the overall indicators for a given period of time, which is expressed as a percentage. This parameter is relevant for analysis in a variety of areas.

Using the indicator in the stock market

For conversion of securities(bonds, preferred shares) a value is used that reflects the total number of common shares that the owner of the security will be able to receive upon closing the call option on the convertible asset. Quite often the QC is displayed in the form of the exchange rate for the assets that are being converted.

The principle of converted securities is that they can be exchanged for ordinary issuing companies. CC may differ, in accordance with the type of securities, the level of success of the issuer and other factors. The contract prescribes conditions for convertible assets, the total number of shares, a method for calculating the number of assets for one bond. So, if the ratio is 20: 1, then each bond can be changed to 20 blocks of shares.

The main risk of such assets is that the issuing company can recall the securities at any time and force the owners to convert one asset to another using the current conversion rate in the calculation.

It is worth remembering here also credit conversion rate CCF, which is calculated to convert the amount of free line funds and other off-balance sheet transactions (except for derivatives) into the EAD amount, which reflects the risk of losses in the event of a default. It is used in the banking system and work with securities, etc., is a rather specific definition and is relevant for analysis only by specialists.

Using the coefficient in trading

Most often, you can find the concept of conversion rate in trade - it is here that in the analysis process it is impossible to do without this indicator. Thanks to him, the result is evaluated in comparison with the total flow of customers. In this case, the goals set by the company must be taken into account in order to determine in the calculation process whether they have been achieved.

Main areas of use:

1) Shops and shopping centers- the parameter displays the ratio of the number of purchases and the number of visitors to the point of sale. You can understand how well the windows are decorated and the mannequins are dressed, the goods are laid out and the shopping system is organized, how professional the staff is, whether it is convenient and pleasant for customers, whether the place of sale and the quality of the goods meet the expectations of the target audience, etc.

2) Conversion rate commercial site- demonstrates the ratio of interested visitors (who become customers - make purchases, order services, use paid services, etc.) to the total number. The higher, the better the platform is organized and the more efficient the business will be.

The key indicator in this case is number of interested clients- those who have already shown interest, but have not yet placed an order. Thus, it is possible to analyze the quality of the site, and not the sales department, service, product features, etc.

So, a person may be interested in a product, but in the process of communicating with a manager or finding out its characteristics, he will refuse to buy. In this case, the QC still remains the same, since the site has attracted a potential client.

3) Non-commercial sites they also track this indicator, but here the QA does not show the volume of sales, but the number of people who managed to solve some issue thanks to visiting the site (searching for the necessary information, downloading the program, considering the issue, etc.). To determine the percentage, they use not the number of visitors and the volume of sales, but the number of people and the volume of comments, subscribers who downloaded files, tested the maximum capabilities of the resource.

The value of the value in different areas of trade is influenced by many factors- first of all, it is the competitiveness of the resource or store (prices, quality, terms of payment / delivery, level of service, demand for a product / service, etc.), a specific number of competitors working in the same niche, their capabilities and speed of development ...

Also important functionality(page loading speed, good store location, interface simplicity and accessibility, site navigation quality, etc.) and number of target audience representatives... Of course, the university will guarantee more conversions than selling waterproof wallpaper or extremely expensive men's ties.

Features of performing calculations

Knowing how to calculate and improve your conversion rates is very important, especially in the retail industry. In many cases, this indicator is the main one and it is on it that they are guided when creating online stores, developing marketing strategies, working on the attractiveness of the offer for the client.

There are several methods of making calculations(in accordance with the characteristics of the field of activity). For a real store, the parameter gives a chance to assess the correctness of the display case and space design, the quality of adherence to the principles of merchandising, the convenience of the environment and the organization of the process of choosing a product and making a purchase.

To determine the QC, use visitors counters, which show how many people passing by the point are interested in the showcase. Further, these figures are compared with the counter at the entrance to the store. If several hundred people passed by, and two entered in a day, something went wrong.

Then they evaluate percentage of visitors who made a purchase... So, if 100 people entered the store per day, and only one customer bought something, the QC is calculated by dividing the number of real customers by the number of visitors and multiplied by 100%. In the example, the conversion rate is (1: 100) x 100% = 1%, which is very small. The optimal indicator for stores is considered to be 10%. To increase the QC, a variety of methods are used - they change shop windows, increase the professionalism of the staff, make the right display of goods, offer bonuses / promotions, etc.

The conversion rate of a commercial site is determined by the formula:

CC = (visitors who completed the target action: total number of visitors) x 100%

So, if the site was visited by 200 people per day and 20 of them bought a product, then KK (20: 200) x 100% = 10%. Such indicators are quite averaged and do not always reflect what is needed for analysis. It is more efficient to define a one-time and a recurring conversion. So, registration can be considered a one-time conversion, and returning to the site within thirty minutes, making many purchases over a period of time is repetitive.

Data exploration parameters separately makes it possible to perform more accurate analysis and track specific indicators, depending on the characteristics of the site, goals, audience, type of services or goods provided, etc.

You can determine how good a selling resource is as a whole by calculating the session conversion rate without rejection.

The formula looks like this:

CC = (number of visits with conversion): (number of visits without refusal) x 100%

The higher the indicator, the better the work of the site / store is organized, the higher the sales and the more efficiently the achievement of the set goals.

Conversion in sales is one of the most important indicators of the efficiency of a store, website and the entire company. In this article, you will learn how to calculate the sales conversion and how to analyze the resulting calculations. Every owner of a store, beauty salon, website, or window sales company should be interested in conversions and how to increase this indicator.

What is sales conversion?

Sales conversion scheme

The ratio of the number of visitors to the number of sales is the conversion. Measured as a percentage, someone uses regular fractions. The higher the sales rate, the better the business processes are set up (advertising, offering goods and services, payment and delivery services).

A high conversion rate is the final result of the activities of each employee of the company and the entire store. From the advertisements you see or the offer on the website to the payment for the goods, everything should work as efficiently as possible so that the conversion increases every year. We have to work with “warm” customers who are already interested in the offer and have visited your store, office or website on the Internet.

Sales conversion formula

Any type of business activity related to trade has a certain sales conversion rate. If we take, for example, a shop selling windows, the conversion rate will be determined as the percentage of office visitors to the number of orders completed. Sounds like, doesn't it?

It looks like this. Having learned about a profitable promotion or offer, 120 people visited the firm's office within one week. If 18 orders were placed during this period, the conversion will be 15%. For 120 interested parties, 18 sales were made. Not a bad indicator for a store that sells and installs metal-plastic structures.

We obtained this indicator after calculations using the sales conversion formula:

S *100/ K, where

S - the number of orders / deals / sales for a certain period of time.

K is the total number of customers for a certain period of time.

18*100/1 20=1 5%

In other areas of offline trading, the situation may look different. For example, in a grocery store, conversion rates can be as high as 75-90%. It all depends on the specifics of the goods that are sold in the store, the profitability of the purchase for customers, purchasing power in a certain period and other important conditions.

Having received a conversion rate of 15%, it needs to be increased. To do this, leaders take a number of useful and effective actions. For example, you can:

• work with sales managers, organize training, fix bugs, correct the sales script;
• increase the range of goods;
• offer a loan or installments upon purchase;
• launch a promotion on models with low demand;
• use technology and.

Experts recommend alternately implementing different types of tools for increasing sales conversions so that you can analyze the result of each of them. In most cases, improvements and improvements in the work of all departments of the store, improvement of customer service, will lead to a guaranteed increase in sales.

The sales conversion rate must be recorded within a certain period of time, analyzed, and the following steps must be taken. Consider the influence of some important factors when calculating conversions. Using the example of selling the same plastic windows, it is necessary to take into account the seasonal factor. During the summer, the office will have more visitors and sales. In winter, the conversion will decrease due to the lack of conditions for the installation of metal-plastic structures.

Online store conversion by example

Entrepreneurs on the Internet who have web sites for selling goods on the network pay special attention to the indicator of sales effectiveness. The conversion rate in this area is different. For an online store, a conversion rate of 2-5% is an excellent indicator. The fact is that the online platform is visited by thousands of users every day. Most of the site visitors are not interested in making a purchase, they are driven by their interest in the desired product. The sales conversion is calculated in the same way: the ratio of the number of visitors to the number of transactions.

Online business owners have more analysis tools. Statistics and conversion rate are calculated automatically, you can immediately see the rise or fall, seasonal fluctuations, pre-holiday excitement and other fluctuations in demand for a certain period. In modern day, the conversion of the sales funnel is calculated automatically.

It is worth considering the cost of each site visitor. Attracting a visitor to an online store is cheaper for an entrepreneur than attracting a window sales company to an office. Earnings can be approximately the same, conversions will always be different.

How to increase your sales conversion?

To increase the performance indicators of the entire company, it is necessary to take various measures, analyze data, and improve the work of all departments of the company. For example, in the case of an online store:

• It is necessary to monitor the quality of the traffic that comes to the site.
• It is worth focusing on thematic traffic, which may be interested in buying goods from a particular store.
• Contextual advertising.
• Promotion of thematic search queries,

and other similar acquisition methods are the most effective way to help increase your sales conversion.

Depending on the specifics of the business, the conversion rate may depend on only one factor or on all of them at once. For example, selling a product at the lowest price in a region will increase demand and conversion. If the task is to increase the sale of goods from all categories, it is necessary to select an assortment, effectively offer a product, and provide a convenient payment and delivery service.

Now you know how to calculate the sales conversion and are able to draw conclusions based on the resulting indicator. Be sure to factor conversion into your business. Look for ways to increase conversions to grow sales and grow your company.

Continuous analysis of current activities is the key to successful business development. This applies to every strategically important process, from the effectiveness of the advertising campaign to the level of sales and the profitability of the enterprise. Conversion deserves special attention when analyzing sales. Therefore, it is worth getting to know this term and learning how to apply it in practice.

What is sales conversion?

Conversion is the ratio of real buyers to potential buyers. This metric is used to build strategy in Internet marketing, as it allows you to identify serious mistakes in sales that negatively affect the company's profitability.

In other words, conversion shows the actual percentage of buyers out of the total number of store visitors. The higher this indicator, the more correctly the business process is built. After all, if every day hundreds of people visit an online store and only a few make purchases, then something is stopping potential customers.

The reason can be identified only after in-depth analysis. This can be either an overpriced level of prices or an unsuccessful design of a web resource. But in any case, with low sales conversion rates, you will have to work out the company's weaknesses.

What is website conversion

The term "conversion" is also used to analyze website performance. Only in this case, the definition denotes the ratio of site visitors to users who have performed the targeted action. These include:

• subscription to;
• registration of the application;
• sending goods to the basket;
• purchase;
• entering contact information in the feedback form and so on.

Conversion is one of the most important KPIs. With its help, a complete analysis of the sales funnel is carried out and it is determined at what stage there is a customer leakage. This allows you to accurately identify problem areas of the site.

The main ways to control conversions

To control the conversion rate, two universal services are used: metrika yandex. and google analytics. They let you get rid of endless calculations and scheduling. All relevant information is displayed offline.

Yandex Metric

To start working with this service from Yandex, you need to install a visitor counter on the site, with the help of which the service receives the initial data for analysis. After the counter has been installed, the goal of keeping statistics in Yandex Metric is set. The goal is the type of targeted action of the user who went to the site. Yandex.Metrica provides 3 types of goals:

• events that are successful indicators for the owner of the resource;
• the number of views on a specific page of the site;
• the number of pages viewed by the user per visit.

If a person visits the site and performs the actions specified in the Yandex Metrics parameters, then such a visit is called a target visit. Moreover, in one targeted visit, the user can accomplish several goals at once.

In addition to the conditions for achieving the goal, they are also classified according to complexity. They are simple and compound.

Simple - one goal and one user step to achieve it, composite - two or more steps on the way to the target action. Composite goals provide the most valuable information for analysis. Because they allow you to understand at what step the user begins to experience difficulties that impede the completion of the target action.

The information collected by the service can be viewed in the report. Also, this data is available in standard and custom reports built by visits.

Google analytics

There is no significant difference in working with the Google analytics service and Yandex Metrica. Both of these tools are similar. But to facilitate the work, the developers of the Google service have made ready-made templates based on the most frequently set analysis goals. For instance:

• registration on the site;
• purchase of goods;
• watching video;
• ordering and so on.

For the convenience of processing information, you can customize conversion reports in accordance with the tasks set. Online store owners can use a separate group of ecommerce reports.

Reasons for low conversion rates

If the actual conversion rate lags far behind the normal indicators, you need to identify the cause of this phenomenon. At the start, many businessmen make typical beginner mistakes. The most common of them are:

• Misconceptions about the target audience

If the site owner has incorrectly identified the target audience, another error immediately arises - incorrect setting of contextual advertising. The seller must clearly represent his buyer. For this, a detailed portrait of him is drawn up and only then advertising in search engines is launched. For the highest quality filtering of non-target users, negative keywords are specified in detail in the contextual advertising settings.

• Weak design

The appearance of a site is a decisive factor in how long a user stays on its pages. A frankly bad design causes distrust of customers and, as a result, discourages them from buying. Therefore, it is better to entrust the development of the site to a professional agency.

• Low or no photo quality

In both real and virtual commerce, customers are attracted by the storefront. Few people decide to buy, seeing only the name and description of the product. Therefore, each card must have pictures of the product and it is desirable that they were taken from several angles.

• Usability

The easier it is to navigate the site, the better. Only useful information should be in front of the user's eyes, and the necessary buttons within a second's reach. Otherwise, the client will simply get lost on the pages of the site and leave it without completing the action.

• Semantic core

To promote the site in the right direction, an appropriate semantic core is compiled. If the site is optimized incorrectly or not for the required key queries, a non-target audience will come to the site. SEO optimization will help fix this problem.

• An overabundance of pop-ups

To recruit a client base, the site owner is forced to extract information about users. But when forms pop up in multiple parts of the page and contain an infinite number of fields to fill out, it only annoys new visitors.

• Low competitiveness

For new sites, it is important to highlight their advantages over competitors. They need to be clear and useful to potential buyers. In order to take away the regular customers of other online stores, a tempting promotion or a discount for the first order is used.

This is not a complete list of the reasons that can affect low conversion rates. Only a thorough analysis of site visitors and their actions on it will help to identify the true problem.

Methods to increase conversions in e-commerce

To increase the conversion rate, a marketing strategy is developed and a clear action plan is drawn up. Methods for improving performance are best applied in stages so that it is possible to track the dynamics of sales development.

Methods for increasing conversions:

• Work out product cards. They should contain detailed descriptions, specifications and pictures of the product. Information about the product should be useful and reveal all the questions that the buyer may have.
• Post customer reviews. Real customer reviews increase the level of trust in the company. It is easier for potential customers to make a purchase decision based on the opinion of people with existing cooperation experience.
• Create a page "About the company". A detailed description of the company, its specifics and achievements also have a beneficial effect on customer confidence. In the description, the company should not extol itself. It should contain only facts useful to the buyer. Therefore, the description is written not in an advertising, but in an informational style.
• Simplify the buying process. The one-click purchase function has a positive effect on increasing conversions. Fast checkout saves the user time to change their mind. Therefore, you need to give him the opportunity to avoid the long registration process on the site.
• Add contact information. Contact information includes email address, phone numbers of multiple operators, Skype, and more. The more ways you can contact the seller directly, the better. Access to contact information is placed on all pages of the site so that the client can quickly get advice or solve problems in one click.

There are a lot of ways to increase the efficiency indicators of an Internet resource in e-commerce, and they all work according to the same principle - everything is for the client. This means that the entrepreneur's task is to find out the current needs and wishes of customers and try to fulfill them in full.

How to calculate a funnel to increase sales conversions?

To find the weak point of an online store, a sales funnel is compiled and calculated. As already mentioned, a sales funnel is a customer's path to a targeted action. It contains 4 stages:

• To attract attention.
• Arousing interest.
• Decision-making.
• Action.

To make it clearer, you should consider a sales funnel using a real example. Let's say you want to calculate the performance of a website that provides auto repair services. Sales funnel:

• After launching contextual advertising, 1000 users saw it (Ӏ stage);
• Of these, 500 people followed the link to the site (ӀӀ stage);
• 250 people received preliminary consultation (ӀӀӀ stage);
• 100 people signed a contract for the provision of services (ӀV stage).

For this information to be useful, you need to understand how to calculate the conversion for each stage of the funnel. Calculations are made according to the general formula.

For the first stage, the conversion is - 500 * 100/1000 = 50%

For the second - 250 * 100/500 = 50%

For the third - 100 * 100/250 = 40%

General - 100 * 100/1000 = 10%

For a detailed analysis, a sales funnel can be represented by a large number of stages, including intent to pay, budgeting, and repeat calls.

Stages of building sales correctly, taking into account conversion rates

For a proper start, you need to take into account the indicators (direct and indirect) that affect the conversion. It's much easier to build a strategic plan early on than to try to increase your conversion rate from scratch later.

Stages of building sales correctly:

• Decide on a trade proposal - what product or service the company will represent, its cost.
• Identify the target audience, draw up a portrait of a potential buyer.
• Get the audience interested.
• Achieve the first successful sales.
• Analyze the concluded deals.
• Increase conversion using classic marketing tools.

How to get the maximum conversion from internet traffic?

There is no one-size-fits-all recipe for maximum performance. Each case is considered individually. The only rule that applies to everyone without exception is to constantly work on the site, refine and improve it.

Entering the site, the user should not have problems and ambiguities. This applies to navigation, content and design ergonomics. It is important to maintain constant communication with the client. For this, an online consultant is installed on the website pages. It is noticed that such an add-on increases sales by an average of 34%. Constant interaction with customers, as well as work to create comfortable conditions for users, is the key to successful growth in the conversion rate.

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Advertising companies on the Internet are good because they make it possible to track your conversion, the effectiveness of each channel and understand how much the company earned. Therefore, it is important to know how to calculate website conversions. The problem is that not everyone knows how to calculate conversions correctly.

Read in the article:

• What is website conversion
• How website conversion is calculated
• How to calculate other metrics (CPA, CTR, ROI)
• How to check conversion

What is website conversion

First you need to clearly understand what exactly you need from advertising. A goal like "Increase Site Conversion" will not work. You need to clearly understand how much you are willing to pay for one client and how many clients you are willing to process at the moment. Set realistic goals for your website, store.

What the desired actions can be on the website:

• Purchase of goods, ordering services;
• Registration of visitors;
• Subscription to the newsletter;
• A certain amount of time spent by a site visitor;
• A certain number of web pages viewed by visitors. That is, the viewing depth;
• The number of people who returned to the site, etc.

You can also calculate the micro-conversion of visitors on the website. For example, clicking on a link, watching a video, scrolling down a page, etc. These are also valuable because they indicate some level of interaction with the site. Such small actions of visitors can be useful in a usability site audit. Small items also need to be tracked in web analytics.

Conversion site is the percentage of site visitors who completed the desired action.

Conversion allows you to understand how effective your site is, your online sales.

How website conversion is calculated

The calculation is carried out using a simple formula.

How to calculate website conversion formula

= (the number of visitors who made the target action divided by the total number of all visitors) and multiplied by 100%.

How is conversion measured?
Site conversion is measured as a percentage (%)

How to find out the conversion of a store?
It's simple.

Consider an example: with a budget of 20,000 rubles. for contextual advertising and with a traffic of 1000 people receive 50 calls per day. Then your conversion will be 5 percent. That is, the calculation is as follows: (50 calls / 1000 people) * 100% = 5%.

An example of calculating website conversion

Let's look at another example of how website conversion is calculated. More clearly.

• The total number of unique visitors is 1000 people.
• The number of views of goods or services - 200. At this stage, 30 people called you.
• The number of goods / services added to the cart is 100 pcs. Another 20 visitors called.
• Paid for the order - 70 visitors.
• As a result, we get: there were 30 + 20 = 50 calls in total in our sales funnel. Of these, 30 paid visitors.

Conversion site = ((70 people + 30 people) / 1000 people) * 100% = 10 percent.

Thus, you will find out which advertising channel is more effective for your store. Invest more money there. Where site conversion is low, you should check the quality of your traffic. Is your advertising company tuned to the target audience?

How to calculate other indicators

Let's consider a few points, namely, what opportunities are given to us by information on how to calculate the conversion of a site.

If you use contextual advertising to attract web traffic to your site, then you know exactly the cost of one visitor. Those. how much money do you pay for one attracted customer. Based on these indicators, you can understand whether contextual advertising is beneficial.

CTR is a measure of the quality of your ads. Click-through rate. How attractive your ads are to visitors. The calculation is also quite simple.

CTR = (the number of clicks on your ad divided by the total number of impressions) * 100%

Search engine promotion site

If you use search engine promotion to attract traffic, then you either again know the exact cost of one visitor (if the payment goes for clicks, as in traffic promotion), or you can calculate this cost.

It is calculated easily (formula): you take the cost of promoting one request to the top and divide it by the number of people who came from this request.

Conversion in Yandex Metrica- the number of visits within which the target action took place.

• Transition cost;
• Client cost;
• Client's profit.

With this table, you can determine how profitable it is for you to invest in the Internet, that is, find your ROI (return on investment) in Internet marketing.

ROI formula

= ((Internet Marketing Profit - Internet Marketing Investments) / (Internet Marketing Investments)) * 100%

• If ROI
• If ROI = 100%, then income = expenses.
• If ROI> 100%, then website sales grow.

What is a good conversion?

The conversion rate depends on many factors: the subject of the business, prices, competition, on the offered goods and services. For example: If a store sells cheap goods (pizza, stationery, ice cream, etc.), where there is no need to make serious decisions, then the conversion will be higher. Compared to a store that offers expensive goods (buying an apartment, household appliances, a car, etc.). But this does not mean that such a conversion ratio will also be in profit.

For example: Website traffic - 1,000 people, conversion for apartment sales - 10%, then the company with such an indicator will receive a huge profit. And it will be absolutely normal. And for a pizza shop, this would be considered a small conversion, with low margins.

What is the normal conversion rate?
There are no standards, no universal numbers. Each industry has its own conversion.

The conversion is considered good- if your current value exceeds the value for the previous period.

How to check website conversion

2 popular counters will help you set up and check website conversions at any time.

• Yandex Metrica - https://metrika.yandex.ru
• Google Analytics - https://www.google.ru/analytics/

Conclusion

Now you know the answers to all questions. Knowing the conversion will allow you to find out more information about the effectiveness of your site, your sales, the cost of one customer attracted from different advertising channels, as well as ROI (return on investment).

Wish you high sales!

P.S. If you need a professional look at your site, then this is the place for you to increase online sales without increasing your advertising budget.

• Select the desired action.
• Calculate the conversion of the site.
• Start improving the site to increase conversion.

Read other helpful articles

Conversion is one of the most important. Any retail outlet, both a hypermarket and an individual seller, should read and analyze conversion data. Conversion can be called differently -, CloseRate, number of contacts. But the essence of this does not change, of course, in, where incoming customers rarely come across, consider the number of contacts.

What is conversion

Store conversion is the ratio of buyers (number of receipts) to visitors (). Conversion rate is a universal indicator for any type of sales. The only difference is in the technologies for calculating traffic and buyers. Conversion in sales is a qualitative indicator of the performance of a point of sale or a specific seller. Conversion is usually measured as a percentage, the higher the percentage, the more visitors turn into buyers. Conversion formula:

Conversion = number of purchases / number of visitors * 100%

Conversion rates vary greatly from one to another. So, almost 100% of customers who come to a store near home leave with a purchase. the client goes to buy on purpose. In a home appliance or furniture store, the conversion will be 20-40%. Customers come to such stores not only to buy goods, but also to ask the price of the goods. The lowest conversion is observed in active sales as the client is not in the mood to buy at all. There is also a low conversion rate in long and complex sales: real estate, cars,. A deal for decorating an apartment or a car can last more than a month, in b2b deals can last for years.

Separately, it is worth touching on the conversion in advertising in outdoor advertising, the Internet and the media. It is very difficult to count ad conversion rates and is usually negligible. The public quickly gets used to any advertising medium and stops paying attention to it. However, advertising placed at the right time and in the right place can give a good result. At the dawn of the Internet, the conversion of an advertising banner could reach 50%, it was a novelty and people clicked on them with pleasure. Now the conversion of online banner ads in 1% is considered an excellent indicator. Nowadays, advertising is being used for additional touchpoints on the client. There is one that says that the customer must learn about the product 7 times before making a purchase.

How to increase in-store conversions

In retail stores, a counter is installed above the entrance, which counts the entered customers, this is done in order to understand what kind of traffic the store has. It is important to note that traffic is a very valuable resource. It depends on the location of the outlet, the recognition of the retail network, investments in advertising, etc. The company pays quite a lot of money for traffic, and if this resource is not used, you can quickly go broke.

What tools does the store have to increase conversion? I will make a reservation right away that the items that just have to be performed will be described. If this does not happen, then the store loses profit on a daily basis. In addition, probably, everyone understands that there are things that will repel customers immediately: too loud music, untidy appearance of the staff, outright dirt at the point of sale, etc. The points described below can be regarded as a checklist for checking the store for the level of service.

1. The sellers are always in the customer's sight and are ready to provide assistance at the first request, in the departments with technically complex goods, the sellers approach the buyer and offer to help with the choice of the product;
2. All products have price tags and descriptions. It should be clear to the client what kind of product it is and how much it costs. Price tags correspond to reality;
3. All products have a barcode and are read correctly;
4. The store has a transparent sales area and easy navigation. The arrangement of the goods is clear and logical. The client does not have to search for the department he needs for a long time;
5. Sellers own and always close the deal when communicating with a customer.
6. There are no more than 5 people at the checkout;
7. All shelves and display cases are filled with goods;

All described rules are hygienic. In order for them to be observed, it is necessary to ensure the operation of the outlet. To solve this problem, a checklist is created in which all the important points are prescribed. And once a month / week / day, a check is made against this checklist of the entire store. The lower, the more often he checks the check list.

Seller conversion

Each seller has their own conversion, and it must be counted. High turnover doesn't mean a seller has a high conversion rate. Perhaps the seller serves a large number of customers, thereby increasing. From a business point of view, such a salesperson is not ideal and the manager should work to improve the employee's productivity.

Any retail outlet has an indicator of the cost of attracting customers. If we divide the amount of expenses for a period by the number of visitors, then we get the cost per visitor. By comparing this data with sales, you can understand how effective each particular seller is in terms of profitability.

The seller is personally interested in increasing his conversion. It is much easier to communicate with fewer clients, but in a quality manner, than to grind hundreds of clients. To increase conversion, the seller needs:

1. Know and apply. Especially important ;
2. Understand the product being sold, know it;
3. Understand the psychology of sales, be able to use;
4. Master as well;

In addition to all of the above, you need to be able to make changes to. In trade, something is constantly changing, the seller must be able to adapt to changes.

Site conversion

Very often, the term conversion is used in relation to Internet sites. A distinctive feature of website conversion is what is meant by a sale - a targeted action. This can be an order in an online store, or an application for a call back, or user registration.

In order to calculate the conversion of the site, it is enough to install a visitor counter. It is not difficult to do this, and most importantly, it can be configured so that it calculates targeted actions. You can define them yourself. The most common statistics services are Yandex.Metrica and Google Analytics.

The site, as well as the store, can be visited by visitors of different interest in a product or service. For example, a visitor who came by the search query "buy an air conditioner in Moscow" is more inclined to buy than a visitor who came by the query "types of air conditioners". The first request is commercial, and the second is for informational purposes. Conversion in such cases differs significantly. Therefore, when it comes to increasing website conversion, you need to do more than just improve internal optimization. But also bring a more targeted audience.

What should be the conversion?

Naturally, in order to understand how efficiently the outlet is working, it is necessary to determine the standard conversion rate. I can say right away that for non-food stores, a 30% conversion is already very good. For grocery retail, this figure can go up to 70-80% in some cases. For narrowly targeted stores and with a small assortment, the conversion is about 10-15%. When measuring conversions, it's important to measure the quality of your traffic. It often happens that a store is located in such a way that people go through it to another store or just come in to warm up. Such non-targeted traffic naturally greatly reduces conversion.

Increasing the conversion of the store, as well as, the task of which must be constantly dealt with. Success in managing the store depends on the fulfillment of these tasks.