This plan aims to enhance the Awareness to Purchase Conversion by effectively tracking and optimizing key metrics. Understanding these metrics is crucial as they directly impact the journey from initial awareness of a product to the final purchase, thereby driving sales and revenue growth. For example, the Awareness to Purchase Rate helps determine how effective marketing campaigns are in translating awareness into sales, with improvement suggestions like enhancing product visibility and offering promotions.
Similarly, metrics such as the Badge Views to Clicks Conversion and Eco-Filter Usage Rate provide insights into user engagement and environmentally-conscious decisions, respectively. These metrics help businesses tailor their strategies to enhance user interaction and promote sustainable choices. Meanwhile, tracking the Cart Abandonment Rate is critical for identifying friction points in the purchasing process and reducing lost sales through targeted interventions like follow-up emails and streamlined checkout processes.
Top 5 metrics for Awareness to Purchase Conversion
1. Awareness to Purchase Rate
The percentage of individuals who become aware of a product and go on to make a purchase
What good looks like for this metric: 30% - 35%
How to improve this metric:- Enhance product visibility through marketing campaigns
- Offer limited-time promotions to encourage purchases
- Improve product testimonials and reviews
- Simplify the purchasing process
- Increase social proof through influencers
2. Badge Views to Clicks Conversion
The percentage of users that click on a badge out of those who view it
What good looks like for this metric: 75% - 80%
How to improve this metric:- Make badges more visually appealing
- Position badges prominently on the page
- Use clear call-to-action language on badges
- A/B test badge design
- Ensure mobile optimisation of badges
3. Eco-Filter Usage Rate
The percentage of users applying eco-friendly filters during their search
What good looks like for this metric: 30% - 40%
How to improve this metric:- Promote the eco-filter feature through educational content
- Provide incentives for using eco-filters
- Highlight benefits of eco-friendly products
- Simplify the filter application process
- Include the eco-filter feature prominently in search options
4. Green Product Selection Rate
The percentage of users who choose eco-friendly products over regular ones
What good looks like for this metric: 25% - 35%
How to improve this metric:- Highlight the environmental impact of choices
- Use compelling product descriptions
- Offer comparisons between green and regular products
- Create branded eco-friendly product categories
- Provide additional value through eco-friendly rewards
5. Cart Abandonment Rate
The percentage of users who add products to cart but do not complete the purchase
What good looks like for this metric: 60% - 70%
How to improve this metric:- Send follow-up emails with offers
- Streamline the checkout process
- Offer multiple payment options
- Provide assurance with secure checkout icons
- Reduce unexpected costs
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.
