Ecommerce Expertise / Ecommerce Marketing / How To Sell Online

An Easy Way to Measure a Product’s Conversion Rate

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The overall conversion rate for your store is an important metric for measuring and improving performance. It’s usually pretty easy to get, depending on your platform. But when working to grow your business, it pays to get granular, especially when it comes to optimizing your products. I always recommend that you know how a specific product is converting before you start optimizing it for pricing, description, SEO keyword phrases, etc.

Here’s an easy way to get started.

Conversion rate defined

Conversion rate is the percentage of visits which result in e-commerce transactions (sales).

We use the conversion rate measurement to help us calculate how many visitors (shoppers) are actually turning into buyers (customers). 

product conversion

Calculating conversion rate 

E-commerce conversion rate = (Total e-commerce transactions/Total visits on a website) * 100

Example:

(5 transactions / 40 visits) * 100 = a 12.5% Conversion Rate 

What’s the conversion rate of one of your products?

Of course, we want to get granular. Instead of just looking at the conversion rate for your entire store, let’s also examine the rate for individual products.

If we want to get the conversion rate for one product — John’s Amazing Widget — it’s the same formula as general conversion rate, only using product-specific data:

(Product transactions / Product page visits) * 100

Getting that product-specific data

I highly recommend familiarizing yourself with an analysis program like Google Analytics to measure your store’s progress in all areas, including product conversion rate. We’ll be looking at the data for one product page, which we’ll find in the “Landing Page” section.

Follow these steps to get the landing page data for John’s Amazing Widget.

1. Log Into Google Analytics and choose your account profile and “All Web Site Data” to view your store dashboard:

<google analytics

2. From the left side dashboard navigation, click on the heading labeled “Content”:

3. Click on the subheading “Site Content”, then click on “Landing Pages”:

4. We’ll be focusing on the landing pages index area (highlighted in yellow) and in particular, the search box (highlighted in red):

5. Copy the URL from the John’s Amazing Widget product page — you want what’s between the slashes:

google analytics widget6. Paste into the search box in GA and click the magnifying class icon to start the search:


You’ll see your product page URL with the number of visits next to it (highlighted in red):

So now you know the number of visitors to your product page for one month.

Now you need to get the product sales for the same time period. In Bigcommerce, you can use the built-in analytics. Just log in to your store control panel and choose “Analytics” in the upper-left. Then select “Products.”

analytics for product conversions

You’ll see the product sales count for the (highlighted in red below):

A closer look:

Now you know the number of visitors and how many of the product you sold in the last 30 days. Plug those numbers into the formula:

(5 transactions / 40 visits) * 100 = 12.5%

John’s Amazing Widget has a conversion rate of 12.5%.

I always recommend taking things product by product — remember that customers will often find your site from a search engine, landing directly onto a product page. Why not get the sale right then? Use the conversion rate to help set a benchmark, then scientifically experiment with changes to the page to sell more!

Leave a Comment
  • Matt Horner

    Not the greatest post, basically describe the calculation of conversion. From bigcommerce I expected how you can create custom report in GA to show this.

  • RohitGarewal

    Hi Victor, my only question is why you are referring to the landing page in your example? That, by definition, get’s you the conversion rate of products that people enter the site on.

    If you want the overall conversion rate of a product shouldn’t you execute your steps against ‘All pages.’

  • Hi Victor – great post! Can u help us? We want to promote 3 products on Cyber Monday can we have a promo code of CYBER for the day – we have not been able to do that on Big Commerce?

  • Asher Elran

    Very clear and easy to understand explanation of the formula to measure a conversion rate. Thank you.

  • Jeff P

    Great post Victor, this was really insightful and gave me some great stats to share with my team.

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