Goal of task

• Analyse the number of visits on thekumikatabible.com
• Analyse the number of sales of the product
• Calculate the conversion rate (sales / visits)

Implementation

Number of visits (since May 2016)

=> 8’753 visits overall (in 59 months: May 2016 – April 2021)

=> 148 visits per month – 37 visits per week – 5 visits per day

Number of sales (since May 2016)

Excerpt from Gumroad:

=> 60 sales

Conversion rate

Since May 2016 we have:

• 8’753 visits
• 60 sales
• => 0.68% conversion rate

Results / Learnings

Visitor numbers varied over time

When I published the product, I did a lot of advertising, which explains the peaks in 2016 / 2017.

They were essentially over two channels:

1. Other Judo websites making an article about the book
   1. This worked quite well and generated a few sales
   2. The following pages linked to my site:
      1. …
2. Google AdWords
   1. I put up some ads at some point which generated traffic, but no sales

Conversion rate is low

But what is a good conversion rate? If you’re already achieving 3%, 5% or even 10% conversion rates, is that as high as you’re going to go? But what is a good conversion rate? Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. 

Larry Kim, August 5, 2020

So, the average conversion rate of a landing page seems to be at 2.35% (in comparison to my 0.68%) which looks low.

But these two number cannot be compared directly for the following reasons:

• What’s a conversion? Getting someone to subscribe to a newsletter or download a free product is easier than making a sale (in my case)
• The 8’753 visits are not specific enough at the moment as they could also contain visits to other pages than the actual landing page

Conclusions

• The statistics are not clear
  • What do visits mean? Is it the landing page or any page?
  • Where do the visits come from?
    • From which referring site?
    • From Google AdWords?
• The number of visits are low (5 per day)
• The conversion rate is low (0.68 %)
• The number of sales are low (0.5 per month at the moment)

Next steps

• Set up clear statistics (tracking)
  • Number of landing page visits
  • Origin of visits
  • Connect with sales (optional)
• Visitor stream
  • Analyse sources that create visits
  • Define actions to improve the number of visits on the long run
• Conversion rate
  • Analyse why conversion rate is low
  • Define actions to improve conversion rate