Conversion Rates

From Wiki

Conversion rates are calculated by how many of your clicks convert into actual sales. It is important to look at an advertisers average conversion rate when signing up to their program. This can be found in an advertisers profile or if you are searching for them alongside their search result. This will give you firstly an indication as to whether you are performing well with the program or maybe you need to do something to improve your conversion rate.

Conversation rate makes up one quarter of our AWIN Index,(http://wiki.awin.com/index.php/Advertiser_Awin_Index) which is calculated for programs that are three months old or more. It allows you to judge whether a program is performing well for its affiliates.

There are a few reasons why your conversion rate may not be above the average for a program. The first is most likely down to the user journey. Whilst it is not possible for you to shorten the user journey from the advertisers side it definitely is from yours. Try and use deep linking as a way of getting your users to move directly from your site to the advertisers site. Another reason for loss of conversion could be due to leakage such as via a phone number which takes the user journey offline.

Deep Linking can avoid loss of conversion by reducing the user journey which means that it is less likely that they will abandon their cart at the last minute. You can also use product feeds to give your users more information at the start of the journey to prevent them from abandoning when they later see something they don't like such as price changes or products that have gone out of stock.

There are some occasions when you may lose the last click referral to a discount code or cashback site. These occasions are actually very rare as our analysis has proven. However, I'm afraid if it does happen it is difficult to rectify it without offering an incentive yourself, which isn’t always possible.

The better a product converts the more money you will make. By understanding the best products to push and positioning them strategically on your site i.e at the top of the page, it’s likely that conversion will increase. Seasonality can also affect conversion so try and push products and services that are relevant to the time period i.e Christmas

If you would like any more information on conversion rates please contact the Publisher Services team via Awin Publisher Success