Conversion Performance

Conversion Performance is a powerful tool that helps you understand how effectively your website turns visitors into customers or leads. It visualizes your conversion funnels – the step-by-step journeys visitors take before completing a desired action – and provides valuable insights into where visitors drop off and where improvements can be made.

Why This Matters

Understanding your conversion performance gives you valuable insights that can help you:

  • Identify bottlenecks - Discover where visitors abandon their journey
  • Measure ROI - See the value generated by different conversion paths
  • Track progress - Monitor improvement over time with trend indicators
  • Compare to targets - See how actual performance compares to your goals
  • Make data-driven decisions - Focus your optimization efforts where they'll have the most impact

Accessing Conversion Performance

  1. Log in to your SERP360 dashboard
  2. Navigate to the "Conversions" section in the page interactions menu
  3. You'll see a collection of conversion path cards showing your funnel data

Understanding the Conversion Performance Dashboard

The Conversion Performance page shows you a collection of cards, each representing a conversion path on your website. Here's what each card contains:


Card Header Information

At the top of each card, you'll find:

  • Path Name: The name of the conversion funnel
  • Conversion Type: What type of conversion this path tracks (purchase, signup, download, etc.)
  • Campaign Period: The date range when this conversion path is/was active

Key Metrics

Each card displays three important metrics:

  1. Conversions:
    • The total number of successful conversions in this path

    • A percentage showing how this has changed since the previous period

      Conversion Rate:

    • The percentage of visitors who complete the entire funnel
    • Your target conversion rate for comparison

    • A percentage showing how this has changed since the previous period

      Value:

    • The monetary value generated by these conversions
    • A percentage showing how this has changed since the previous period

Funnel Visualization

Below the metrics, you'll see a horizontal bar chart showing your conversion funnel:

  • Each bar represents a step in your conversion journey
  • The width of each bar shows the percentage of visitors who reached that step
  • The percentages and actual numbers of visitors are shown on the right
  • Red "drop-off" percentages show how many visitors left at each step

Using the Filters

At the top of the page, you'll find filtering options to help you focus on specific data:


Domain Filter

If you manage multiple websites, use this dropdown to select a specific domain or view data from all domains.

Date Range Filter

This dropdown lets you choose the time period for your data.

Active Status Filter

This dropdown lets you filter conversion paths by their status:

  • Active (currently running)
  • Inactive (no longer running)
  • All (both active and inactive)

How to Analyze Your Conversion Performance

Here's how to get the most value from your conversion performance data:


1. Identify Your Strongest and Weakest Paths

Look for paths with:

  • Highest conversion rates (performing well)
  • Lowest conversion rates (need improvement)
  • Highest values (most revenue impact)
  • Negative trends (declining performance)

2. Analyze Drop-offs Within Funnels

For any given path:

  • Look for steps with the largest drop-off percentages
  • These represent the biggest opportunities for improvement
  • Pay special attention to early funnel steps with high drop-offs

3. Compare Performance to Targets

For each conversion path:

  • See how your actual conversion rate compares to your target
  • Paths falling significantly below target deserve priority attention

4. Track Trends Over Time

The trend indicators (with percentages) show how metrics have changed compared to the previous period:

  • Green upward trends indicate improvement
  • Red downward trends indicate declining performance

Understanding the Funnel Data

Each horizontal bar in the funnel visualization represents a different step in your conversion process:


Total Sessions

The first bar labeled "Total Sessions" represents all visitors who entered this conversion path. This is your starting point (100%).


Funnel Steps

Subsequent bars show how many visitors continued to each next step:

  • Each step shows the number of visitors and what percentage they represent of the total
  • The red percentage shows how many visitors dropped off at this step
  • Shorter bars indicate steps where many visitors leave the funnel

Taking Action Based on Conversion Performance

Here are practical ways to use the insights from your Conversion Performance dashboard:

For High Drop-off Steps:

  1. Examine the page for that step - Is it clear what action visitors should take?
  2. Reduce friction - Are there unnecessary form fields or steps?
  3. Improve messaging - Does your value proposition need to be clearer?
  4. Test variations - Consider A/B testing different approaches

For Underperforming Paths:

  1. Review the entire journey - Is the process too complex?
  2. Compare to successful paths - What's different about paths that convert better?
  3. Check targeting - Are you attracting the right visitors to this path?

For Paths with Declining Trends:

  1. Look for recent changes - Did anything change on these pages?
  2. Check for technical issues - Are all elements working properly?
  3. Consider external factors - Has something changed in your market or industry?

Pagination and Viewing More Paths

If you have many conversion paths, they'll be divided into pages:

  • Use the pagination controls at the bottom to navigate between pages
  • Each page shows up to 8 conversion path cards
  • Use the "Prev" and "Next" buttons to move between pages, or click on a specific page number

Exporting Data

Each funnel chart includes an export option in the top right corner, allowing you to:

  • Download the chart as an image (PNG)
  • Download the raw data as CSV

This is useful for including conversion performance data in reports or presentations.

Common Questions

Why are my conversion numbers different from my analytics platform?

Conversion tracking methodologies can differ between platforms. SERP360 uses session-based tracking for conversion paths, which may count slightly differently than event-based or transaction-based systems.


What's a good conversion rate?

Conversion rates vary widely by industry, type of conversion, and traffic source. Generally:

  • E-commerce purchase rates average 1-4%
  • Lead generation form completions average 3-5%
  • Free trial signups average 2-5%

Your target rate should be based on your specific business and historical performance.

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