{"id":2387,"date":"2020-06-12T17:09:23","date_gmt":"2020-06-12T08:09:23","guid":{"rendered":"https:\/\/www.hideandseek.co.jp\/?p=2387"},"modified":"2025-06-18T13:57:43","modified_gmt":"2025-06-18T04:57:43","slug":"how-to-calculate-conversion-rate-cvr-average-values-and-improvement-strategies","status":"publish","type":"post","link":"http:\/\/www.hideandseek.co.jp\/en\/archives\/2387","title":{"rendered":"A Comprehensive Guide to Conversion Rate (CVR): How to Calculate It, Average Values, and Tips for Improvement!"},"content":{"rendered":"<p>While working in the online advertising industry, I came across the term \u201cconversion rate (CVR),\u201d which<br \/>\nYou probably hear this phrase quite often.<\/p>\n<p>However, there are actually quite a few people who do not fully understand its specific meaning, role, or how it is calculated.<\/p>\n<p>&nbsp;<\/p>\n<p>So in this article, we\u2019ll cover everything from the basic meaning of conversion rate to its importance and average figures,<br \/>\nFurthermore, we\u2019ll provide a thorough explanation of specific improvement measures.<\/p>\n<p>By using this information as a guide, you\u2019ll be able to strategically leverage your CVR to run more effective online ad campaigns.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>The Basics of Conversions (CV) and Conversion Rates (CVR)<\/h2>\n<h3>The Meaning of \"Conversion\"<\/h3>\n<p>\"Conversion\" is a term that means \"transition\" or \"transformation.\"<\/p>\n<p>In the web industry, the main focus is on \u201c<span style=\"color: #ff0000;\">Results Achieved Through the Website<\/span>It is used as a term to refer to \"\", and is abbreviated as \"CV.\"<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2390\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u540d\u79f0\u672a\u8a2d\u5b9a-4-600x400.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The nature of these \u201cresults\u201d varies depending on the website operator\u2019s objectives.<\/p>\n<p>For example, the following actions are typically set as conversions:<\/p>\n<ul>\n<li><strong>Purchasing Products<\/strong><\/li>\n<li><strong>Request Information<\/strong><\/li>\n<li><strong>User Registration<\/strong><\/li>\n<\/ul>\n<p>In addition, each stage leading up to conversion (e.g., reaching the input form, displaying the confirmation screen, etc.)<br \/>\n\u300c<span style=\"color: #ff0000;\"><strong>Micro-conversion (MCV)<\/strong><\/span>\"It is also possible to track this and analyze user behavior in detail.\"<\/p>\n<p>&nbsp;<\/p>\n<p>For example, in the case of a company\u2019s own online store, the process generally follows the steps outlined below.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2393\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/MCV.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>In this case, the final conversion is a \u201cproduct purchase,\u201d and<br \/>\n\"Navigating to the input form page\" and \"navigating to the input confirmation page\" are micro-conversions.<\/p>\n<p>&nbsp;<\/p>\n<h3>Meaning of Conversion Rate (CVR)<\/h3>\n<p>\"Conversion Rate\" refers to,<\/p>\n<p>Among the users who visited the site,<span style=\"color: #ff0000;\"><strong>A metric that shows what percentage resulted in a conversion<\/strong><\/span>That's it.<\/p>\n<p>&nbsp;<\/p>\n<p>CVR plays an extremely important role in measuring the effectiveness of online advertising and marketing activities.<\/p>\n<p>&nbsp;<\/p>\n<p>For example, it is used for the following purposes:<\/p>\n<p>Site-Wide Performance Evaluation<br \/>\nAnalysis of Specific Traffic Sources and Campaign Performance<br \/>\nLanding Page (LP) Optimization<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Calculate Conversion Rates<\/h2>\n<p>The conversion rate is calculated using the following formula:<br \/>\nConversion Rate (CVR) = Number of Conversions \u00f7 Number of Visits \u00d7 100<\/p>\n<p>&nbsp;<\/p>\n<p>For example, if a page received 1,000 visits and generated 20 conversions, the CVR would be calculated as follows:<br \/>\n20 \u00f7 1000 \u00d7 100 = 2%<\/p>\n<p>&nbsp;<\/p>\n<p>However, if the definition of the \"number of visits\" used as the base figure differs (e.g., banner impressions or landing page visits),<br \/>\nSince CVR figures can fluctuate, caution is needed when making comparisons.<\/p>\n<p>&nbsp;<\/p>\n<h2>What is the average conversion rate?<\/h2>\n<p>The average conversion rate is largely influenced by the following three factors:<\/p>\n<p>Industry and Product Type<br \/>\nTypes of Inbound Keywords<br \/>\nConversion Settings<\/p>\n<p>&nbsp;<\/p>\n<h3>Industry and Product Type<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2392 size-medium\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u540d\u79f0\u672a\u8a2d\u5b9a-6-598x400.jpg\" alt=\"\" width=\"598\" height=\"400\" \/><\/p>\n<div class=\"rs\">(See:<a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/average-website-conversion-rates-by\">https:\/\/www.marketingsherpa.com\/article\/chart\/average-website-conversion-rates-by<\/a>)<\/div>\n<p>&nbsp;<\/p>\n<p>As you can see from this graph, the following trends are evident.<\/p>\n<p>B2B industry (e.g., consulting services): The average conversion rate is around 10%.<br \/>\nB2C industries (e.g., retail and e-commerce sites): The average conversion rate is about 3%.<\/p>\n<p>&nbsp;<\/p>\n<p>Furthermore, what we can see from this is that,<strong>The higher the unit price per product, the higher the average conversion rate.<\/strong>That's the point.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2399 size-full\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/15840664691436205.png\" alt=\"\" width=\"528\" height=\"345\" \/><\/p>\n<div class=\"rs\">(Source:<a href=\"https:\/\/blog.hubspot.jp\/conversion-rate-average\">https:\/\/blog.hubspot.jp\/conversion-rate-average<\/a>)<\/div>\n<p>In addition, there are significant differences depending on product category; while arts and crafts have an average CVR of 4.01%,<br \/>\nThere is a wide range in baby products, such as 0.87%.<\/p>\n<p><span style=\"color: #ff0000;\"><strong>The average also varies by product category<\/strong><\/span>You can see that, can't you?<\/p>\n<p>&nbsp;<\/p>\n<h3>Types of Inbound Keywords<\/h3>\n<p>If you're primarily using paid search ads to attract customers,<strong>The conversion rate also varies depending on the type of keywords you bid on.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h4 class=\"kw\">\u2460 Navigational keywords (e.g., \u201cAmazon,\u201d \u201cInstagram login\u201d)<\/h4>\n<p>Since users are searching with a specific purpose in mind, the average CVR tends to be high, at around 10%.<\/p>\n<p>Since users search for specific products or services with a specific purpose in mind, the average conversion rate tends to be higher.<\/p>\n<p>&nbsp;<\/p>\n<h4 class=\"kw\">\u2461 Transaction-based keywords (e.g., \u201ctable online shopping,\u201d \u201cIllustrator download\u201d)<\/h4>\n<p>Many users are in the comparison and consideration stage, and the average conversion rate is around 2%.<\/p>\n<p>Users are looking for the products and services they want, and they are \u201ccomparing and evaluating\u201d them in order to choose the best ones from among the many available options.<\/p>\n<p>&nbsp;<\/p>\n<p>It\u2019s important to note here that transactional keywords do not necessarily mean users have already decided they want a specific product or service.<\/p>\n<p>&nbsp;<\/p>\n<p>Since this is the stage where users are comparing and evaluating options within a specific category, the average conversion rate is lower than that of navigational keywords.<\/p>\n<p>&nbsp;<\/p>\n<h4 class=\"kw\">\u2462 Informational keywords (e.g., \u201cadvertising effectiveness measurement methods,\u201d \u201crecipe for yellowtail and daikon radish\u201d)<\/h4>\n<p>Purchasing intent is low, and the average conversion rate (CVR) tends to be low, at around 1%.<\/p>\n<p>&nbsp;<\/p>\n<p>Since users are simply \u201ccurious,\u201d this rarely leads to purchases, so the average conversion rate isn\u2019t particularly high.<\/p>\n<p>&nbsp;<\/p>\n<h3>Differences in Conversion Settings<\/h3>\n<p>When \"Purchase\" is set as the conversion, the average CVR is typically between 0 and 31 TP3T, but<br \/>\nWhen \u201cRequest a Free Sample\u201d or \u201cRequest Information\u201d are treated as conversions, the conversion rate can sometimes reach 10% or higher.<\/p>\n<p>&nbsp;<\/p>\n<h2>3 Strategies to Boost Conversion Rates<\/h2>\n<h3>1. Landing Page Optimization (LPO)<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2394\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u30a2\u30fc\u30c8\u30dc\u30fc\u30c9-1.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Designing an effective landing page (LP) is key to improving the conversion rate (CVR).<\/p>\n<p>&nbsp;<\/p>\n<p>\u30fbCreating content that clearly communicates the benefits of products and services<br \/>\n\u30fbUI design that allows users to fill out forms without stress<br \/>\n\u30fbDesigning user flows that smoothly guide users toward conversion<\/p>\n<p>&nbsp;<\/p>\n<h3>2. Highly Accurate Targeting<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2396\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u30a2\u30fc\u30c8\u30dc\u30fc\u30c9-2-\u306e\u30b3\u30d4\u30fc.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>When serving ads, it is important to clearly distinguish between the following user segments.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2388\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/4-1.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Among these, the group with the highest percentage of people most interested in the product is<strong>\"The Visible Layer\"<\/strong>That's it.<\/p>\n<p>&nbsp;<\/p>\n<p>By prioritizing targeting the visible segment,<span style=\"color: #ff0000;\">CVR will improve<\/span>\u3002<\/p>\n<p>&nbsp;<\/p>\n<p>However, a strategic distribution plan that takes the latent audience into account will prevent lost opportunities.<\/p>\n<p>We need to be careful not to overlook \u201cpotential buyers\u201d who may be in the latent segment.<\/p>\n<p>&nbsp;<\/p>\n<h3>3. Lower the conversion barrier<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2389\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u30a2\u30fc\u30c8\u30dc\u30fc\u30c9-2-\u306e\u30b3\u30d4\u30fc-2.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>By changing the conversion type from \u201cPurchase\u201d to \u201cRequest a Free Sample\u201d or \u201cRequest Information,\u201d<br \/>\nThere is a possibility that the CVR will improve significantly.<\/p>\n<p>&nbsp;<\/p>\n<p>However, it is important to simultaneously implement measures to encourage purchases after a free conversion (e.g., follow-up emails and coupon distribution).<\/p>\n<p>&nbsp;<\/p>\n<h2>Don't get too caught up in conversion rates alone<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2395\" src=\"https:\/\/www.hideandseek.co.jp\/wp\/wp-content\/uploads\/2020\/06\/\u30a2\u30fc\u30c8\u30dc\u30fc\u30c9-2-\u306e\u30b3\u30d4\u30fc-3.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>CVR is certainly an important metric, but,<span style=\"color: #ff0000;\"><strong>The ultimate goal is overall sales and profits<\/strong><\/span>Don't forget that.<\/p>\n<p>For example, focusing too much on the conversion rate (CVR) could result in a decline in average revenue per customer or have a negative impact on long-term profits.<\/p>\n<p>&nbsp;<\/p>\n<p>In addition to CVR, I think it\u2019s a good idea to keep the following metrics in mind as well.<\/p>\n<p>Return on Advertising Spend (ROAS)<br \/>\nCustomer Lifetime Value (LTV)<br \/>\nTotal Sales and Profit<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Summary<\/h2>\n<p>In this article, we\u2019ve provided a detailed explanation of conversion rates\u2014from the basics to how they\u2019re calculated, average values, and strategies for improvement.<\/p>\n<p>To improve the conversion rate (CVR), specific measures and ongoing evaluation are essential.<\/p>\n<p>However, CVR is just one factor in increasing sales.<\/p>\n<p><span style=\"color: #ff0000;\"><strong>Let\u2019s move forward with our operations while keeping our overall goals in mind and following a comprehensive strategy.<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>In the online advertising industry, you\u2019re bound to hear the term \u201cconversion rate,\u201d but perhaps some of you aren\u2019t quite sure what this \u201crate\u201d actually measures or how it\u2019s calculated?<\/p>\n<p>So in this article, we\u2019ll cover the \u201csignificance of conversion rate analysis,\u201d \u201chow to calculate it,\u201d and strategies for improving your conversion rate.<\/p>","protected":false},"author":21,"featured_media":5115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-2387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-operations"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.5 - aioseo.com -->\n\t<meta name=\"description\" content=\"WEB\u5e83\u544a\u696d\u754c\u3067\u306f\u300c\u30b3\u30f3\u30d0\u30fc\u30b8\u30e7\u30f3\u7387\u300d\u3068\u3044\u3046\u5358\u8a9e\u3092\u5fc5\u305a\u8033\u306b\u3057\u307e\u3059\u304c\u3001\u4f55\u3092\u6e2c\u308b\u305f\u3081\u306e\u300c\u7387\u300d\u306a\u306e\u304b\u3001\u3069\u3046\u8a08\u7b97\u3059\u308b\u306e\u304b\u3088\u304f\u5206\u304b\u3089\u306a\u3044\u3068\u3044\u3046\u65b9\u3082\u3044\u3089\u3063\u3057\u3083\u308b\u306e\u3067\u306f\u306a\u3044\u3067\u3057\u3087\u3046\u304b\uff1f 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