The plan for improving the conversion from awareness to purchase is structured around specific metrics that help gauge the effectiveness of various strategies. These metrics, such as the "Awareness to Purchase Conversion Rate," provide insights into how well the marketing efforts are transforming awareness into actual sales. For instance, a conversion rate ranging from 15-30% is indicative of successful bridging between awareness and purchase.
Metrics like the "Badge View to Click-through Rate" are essential as they directly measure user interaction with visual elements, with a benchmark of 50-70%. High click-through rates suggest effective visual or strategic placements. Similarly, focusing on an "Eco-filter Usage Rate" helps in understanding consumer tendencies towards eco-friendly products, a crucial metric driven by increasing environmental consciousness.
Top 5 metrics for Awareness to purchase conversion
1. Awareness to Purchase Conversion Rate
Measures the percentage of users who become aware of a product and then purchase it
What good looks like for this metric: 15-30%
How to improve this metric:- Improve targeting strategies
- Enhance product descriptions
- Develop persuasive sales copy
- Offer limited-time discounts
- Streamline the purchase process
2. Badge View to Click-through Rate
Percentage of users who click on a badge after viewing it
What good looks like for this metric: 50-70%
How to improve this metric:- Make badges more visually appealing
- Ensure badge messages are clear
- Position badges strategically on the page
- Test different badge designs
- Add incentives for clicking badges
3. Eco-filter Usage Rate
Percentage of users who use eco-filters when searching for products
What good looks like for this metric: 25-40%
How to improve this metric:- Increase visibility of eco-filters
- Educate users on benefits of eco-friendly choices
- Highlight eco-filters in marketing campaigns
- Include testimonials for eco-friendly products
- Simplify the filtering process
4. Green Product Selection Rate
Percentage of total product selections that are eco-friendly
What good looks like for this metric: 20-35%
How to improve this metric:- Emphasise benefits of green products
- Offer promotions for selecting green options
- Improve green product availability
- Highlight green products on home page
- Show comparisons with non-green options
5. Purchase Completion Rate
Percentage of initiated purchases that are successfully completed
What good looks like for this metric: 70-85%
How to improve this metric:- Reduce checkout steps
- Offer multiple payment options
- Provide guest checkout
- Send cart abandonment reminders
- Ensure site speed is optimal
How to track Awareness to purchase conversion metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
