{"id":10362,"date":"2026-10-22T17:56:30","date_gmt":"2026-10-22T15:56:30","guid":{"rendered":"https:\/\/www.innowerft.com\/?p=10362"},"modified":"2026-10-22T17:57:45","modified_gmt":"2026-10-22T15:57:45","slug":"conversion-rate-benchmark-for-the-effectiveness-of-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.innowerft.com\/en\/conversion-rate-massstab-fuer-die-effektivitaet-von-marketingaktionen\/","title":{"rendered":"What is the conversion rate?"},"content":{"rendered":"<p>The <strong>Conversion rate<\/strong> (Conversion rate) is a key performance indicator in digital marketing that shows what proportion of users or website visitors carry out a desired action. Such an action is referred to as a conversion and may, for example, be a purchase, a registration or a contact enquiry.<\/p>\n<p>This metric is expressed as a percentage and helps start-ups assess the effectiveness of their marketing and sales initiatives.<\/p>\n<p>&nbsp;<\/p>\n<h2>Which actions count as a conversion?<\/h2>\n<p>Which action counts as a conversion depends on a company\u2019s specific objective.<\/p>\n<p>Typical examples include:<\/p>\n<ul>\n<li><strong>Purchasing a product:<\/strong> Customers order a product or take out a subscription.<\/li>\n<li><strong>Newsletter subscription:<\/strong> Anyone interested can sign up to receive regular updates.<\/li>\n<li><strong>Enquiry:<\/strong> Prospective customers fill in a form.<\/li>\n<li><strong>Trial version:<\/strong> Users can start a free trial.<\/li>\n<li><strong>Book a demo:<\/strong> Companies arrange an appointment for a product presentation.<\/li>\n<\/ul>\n<p>It is important to define which actions are to be measured before carrying out the analysis. This makes it easier to compare the results of different campaigns.<\/p>\n<p>&nbsp;<\/p>\n<h2>How is the conversion rate calculated?<\/h2>\n<p>The calculation is carried out by dividing the number of successful conversions by the relevant total.<\/p>\n<p><strong>Conversion rate = (number of conversions \u00f7 number of visits) \u00d7 100<\/strong><\/p>\n<p>This simplified formula is suitable when no more than one conversion is counted per visit. Depending on the analysis, individual users or sessions with at least one conversion may be considered instead.<\/p>\n<p>&nbsp;<\/p>\n<h3>Example: Conversion rate of a B2B start-up<\/h3>\n<p>A start-up offers software for the automation of business processes.<\/p>\n<p>Within a month, 2,000 people visit the website. Of these, 60 people request a product demonstration.<\/p>\n<p>The calculation is as follows:<\/p>\n<p><strong>(60 \u00f7 2,000) \u00d7 100 = 3 %<\/strong><\/p>\n<p>The conversion rate is therefore 3 %. This means that three out of every 100 visitors have requested a demo.<\/p>\n<p>Whether this figure is good depends, amongst other things, on the target audience, the product and the marketing channel in question.<\/p>\n<p>&nbsp;<\/p>\n<h2>Why is this key figure important for start-ups?<\/h2>\n<p>Start-ups need to use their available resources efficiently, particularly in the early stages of their business. Analysing the conversion rate helps to identify areas for improvement in marketing and sales.<\/p>\n<p>The key benefits include:<\/p>\n<ul>\n<li>Assessing the effectiveness of marketing campaigns<\/li>\n<li>Identifying weaknesses in the sales process<\/li>\n<li>Improving user-friendliness and user experience<\/li>\n<li>Compare different marketing channels<\/li>\n<li>Making data-driven product and sales decisions<\/li>\n<li>Using marketing budgets more efficiently<\/li>\n<\/ul>\n<p>Even minor improvements can help to generate more enquiries or purchases from existing website visits.<\/p>\n<p>However, a higher conversion rate does not automatically lead to higher turnover or profit. The economic value of the customers acquired is also a key factor.<\/p>\n<p>&nbsp;<\/p>\n<h2>How can the conversion rate be improved?<\/h2>\n<p>This targeted improvement is referred to as <strong>Conversion Rate Optimisation (CRO)<\/strong> . In this process, companies analyse their users\u2019 behaviour and test different measures.<\/p>\n<p>Possible approaches include:<\/p>\n<ul>\n<li><strong>Clear calls to action:<\/strong> Easy to understand <a href=\"https:\/\/www.innowerft.com\/en\/call-to-action-key-to-user-interaction\/\">Calls to action (CTAs)<\/a> use.<\/li>\n<li><strong>Improving user-friendliness:<\/strong> Keep navigation and forms as simple as possible.<\/li>\n<li><strong>Building trust:<\/strong> Provide relevant references, reviews and clear product information.<\/li>\n<li><strong>Optimising landing pages:<\/strong> Tailor the content to the needs of the target audience.<\/li>\n<li><strong>Carrying out A\/B tests:<\/strong> Systematically compare different variants.<\/li>\n<li><strong>Analysing usage data:<\/strong> Identify the points at which prospective customers abandon the process.<\/li>\n<\/ul>\n<p>You can find more tips in the innoWerft article on <a href=\"https:\/\/www.innowerft.com\/en\/optimising-conversion-and-retention-how-to-turn-interested-parties-into-loyal-customers\/\">Optimising conversion and customer loyalty<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>How can innoWerft help with this?<\/h2>\n<p>innoWerft helps founders to analyse digital business models and sales processes, and to define relevant key performance indicators. Through coaching and feedback, start-ups can further develop their marketing strategies and identify opportunities to improve customer acquisition.<\/p>\n<p>&nbsp;<\/p>\n<h2>Frequently Asked Questions about Conversion Rates<\/h2>\n<h3>What does \u2018conversion rate\u2019 mean in German?<\/h3>\n<p>The term refers to the conversion rate. It describes the percentage of a defined group of users who carry out a desired action.<\/p>\n<h3>What is a good conversion rate?<\/h3>\n<p>A good figure depends on the sector, the target audience and the conversion goal. Start-ups should therefore evaluate their results against comparable campaigns and their own historical data.<\/p>\n<h3>What is the difference between conversion rate and CTR?<\/h3>\n<p>The click-through rate (CTR) measures the ratio of clicks to impressions. The conversion rate, on the other hand, shows what proportion of a defined group of users carries out a desired action.<\/p>\n<h3>How can start-ups measure their conversion rate?<\/h3>\n<p>Start-ups can use web analytics tools such as Google Analytics to track and analyse key user actions. In doing so, they should clearly define their conversion goals and select the appropriate basis for calculation.<\/p>\n<p>&nbsp;<\/p>\n<p>innoWerft is an early-stage investor and accelerator based in Walldorf, supporting start-ups before or shortly after they are founded by providing capital, coaching and access to a network of investors and businesses to foster sustainable growth.<\/p>\n<p>Would you like to take your start-up to the next level and find out more about innoWerft? <a href=\"https:\/\/www.innowerft.com\/en\/open-pitch\/\">Apply now for the Open Pitch<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>The conversion rate is a key performance indicator in digital marketing that shows what proportion of users or website visits result in a desired action. Such an action is referred to as a conversion and may, for example, be a purchase, a registration or a contact enquiry.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-10362","post","type-post","status-publish","format-standard","hentry","category-glossareintrag"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conversion Rate: Berechnung, Beispiele und Tipps - innoWerft<\/title>\n<meta name=\"description\" content=\"Conversion Rate einfach erkl\u00e4rt: Erfahre, wie Du die Konversionsrate berechnest und mehr Anfragen oder K\u00e4ufe erzielst.\" \/>\n<meta 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