Measurable Conversion Rate Optimization: Analysis of Visitor Information as Key to Success

Marion Liedtke
20. October 2023

Conversion rate optimization (CRO) is a crucial aspect for businesses that want to increase profit through their online presence. It involves optimizing the website so that more visitors become paying customers. One effective way to improve CRO is to analyze web visitor tracking data. This is particularly important for providers of e-shops, SaaS and PaaS products, or services that can be booked online, as the entire sales process is mapped on the website here.

Conversion rate optimization (CRO) is a key concept in online marketing. Its main goal is to increase the number of visitors to a website who actually perform a desired action. This action can range from making a purchase to signing up for a newsletter or filling out a contact form. CRO, then, does not focus on the sheer increase of visitors, but on converting existing traffic into paying customers or leads. This is not only more cost-effective, but also more sustainable than simply increasing website traffic.

The key question for companies in CRO is, “How can we increase conversion rates?” This is where data analytics and web visitor tracking play a critical role. These approaches make it possible to gain valuable insights into website visitor behavior and take targeted action to increase conversion rates. Common parameters include load times, click-through rates, or dwell time. In this article, we go beyond the basics and show how, for example, a purchase decision can be tracked or deeper insights into customer needs are possible. Discover the great possibilities of the complex analysis of tracking data to make CRO efficient.

Macro conversion and micro conversion: the finer points of conversion goals

For a good conversion rate, it is important to consider not only the total conversions (macro conversions), but also the intermediate steps, which are called micro conversions. Macro conversions are the main goals that directly contribute to revenue generation, such as buying a product or signing up for a paid service. These are undoubtedly critical, but micro conversions play an equally important role. Micro conversions are intermediate steps that visitors go through on the way to a macro conversion, such as subscribing to a newsletter, sharing content on social media, or adding products to their shopping cart. Analyzing micro conversions can help identify obstacles that prevent visitors from reaching the main goals and enable targeted actions to optimize these intermediate steps. A holistic view of macro and micro conversions is therefore crucial in order to be able to track the entire customer journey in small steps and thus effectively increase the conversion rate.

What is web visitor tracking and how does it work?

Web visitor tracking is a process of collecting and analyzing data about visitors’ behavior on a website. There are various tools and techniques that can be used for web visitor tracking. In addition to the well-known providers such as Google Analytics, Mixpanel, Amplitude or Hotjar as well as classic SEO tools, heat maps, A/B tests and session replays are mainly used. At its core, it’s about collecting information about how visitors move around the site, which pages they visit, how long they stay on the site and what actions they take.

A fundamental element of web visitor tracking is the use of cookies and tracking codes to track visitor behavior. This data is then presented in reports and dashboards that provide insights into website performance. Using this information, companies can take targeted action to increase conversion rates. In addition, the data can be further used for deeper analysis to achieve the greatest possible optimization of your conversion rate.

Google Analytics

Google Analytics is one of the most popular and widely used web visitor tracking tools. It allows businesses and website owners to gain detailed insights into visitor behavior on their website. It collects a variety of information, including page views, dwell time, user demographics and sources of website traffic, as well as the performance of a particular action. The use of tracking codes and cookies enables the collection of this information.


Heatmaps are visual representations of web pages that show how visitors interact with content. They show which areas of a web page receive the most attention by visualizing activities such as clicks, mouse movements, scrolling behavior, and dwell time. Warmer colors such as red and orange represent the most highly trafficked areas, while cooler colors such as blue and green indicate areas that receive less attention. Heat maps provide insights into the actual behavior and interaction of potential customers. This is used to analyze the user experience and helps identify weak points on a website and make targeted optimizations.


A/B testing is an effective way to improve the performance of a website or element by testing two variants simultaneously. In this process, visitors to a website are randomly directed to two different versions: the original (A) and the tested variant (B). The reactions and behavior of users in both groups are analyzed to determine which variant performs better. By repeatedly testing and optimizing based on the results, companies can continuously improve their website or elements and thus increase the conversion rate.


Session Replay allows tracking the behavior of website visitors in real-time or recorded sessions. This records and replays users’ mouse movements, clicks, keystrokes, and navigation steps. This feature provides valuable insights into the user experience and helps identify user problems and vulnerabilities on the website. Companies can use Session Replay to take targeted optimization measures, especially to improve the user experience.

The basic idea of web visitor tracking is to collect data about visitor behavior and prepare it in meaningful reports and dashboards. This data provides a good insight into overall website performance and enables companies to take initial measures to increase conversion rates.

What are the limits of website tracking?

Web visitor tracking provides valuable insights into user behavior on a website, but it also has certain limitations and restrictions:

  1. Limited identification of individual users

    As a rule, web visitor tracking tools collect data on an aggregated level or anonymously. They do not provide the ability to identify individual users. In some cases, this may limit the ability to track and address individual user needs or issues.

  2. Limited insights into user intention

    Web visitor tracking can capture the “what” (user behavior), but provides limited information on the “why” (user intentions). It can be difficult to understand the exact motivations behind user behavior based on tracking data alone.

  3. Limited range and dependence on traffic

    Web visitor tracking tools are heavily dependent on traffic. Websites with very low traffic may have difficulty collecting meaningful data. In addition, there may be fluctuations in traffic that make analysis difficult.

  4. Lack of qualitative insights

    Web visitor tracking provides quantitative data, but does not give qualitative insights into the user experience. It can tell you which pages are visited frequently, but not why users like or dislike those pages.

  5. Lack of personalization

    Google Analytics and other SEO tools often provide standardized reports and analytics. However, they do not offer the ability to personalize reports to meet a company’s specific needs.

  6. Limited integration

    Classic website tracking tools offer limited integrations with other marketing and e-commerce platforms. More advanced tools often offer a wider range of integrations to seamlessly transfer and leverage data between different systems.

  7. Privacy concerns, data protection and legal restrictions

    With the growing awareness of data privacy and the introduction of stricter data protection laws such as the General Data Protection Regulation (GDPR) in the EU, companies need to ensure that they respect user privacy. This affects the use of cookies, as well as the collection and storage of user data. This can lead to legal challenges. Companies should ensure that they comply with data protection regulations when using web visitor tracking tools and obtain user consent when required.

Despite these limitations, web visitor tracking is still an extremely useful tool for tracking the conversion funnel and identifying weaknesses on websites. It is important to interpret the data carefully and combine it with other analytics techniques to get a more comprehensive picture.

Questions for conversion optimization that can be answered by analyzing web visitor tracking

Analyzing web visitor tracking data can answer a variety of questions and provide valuable insights into user behavior and website performance. Here are some of the key questions that can be answered using advanced analysis of web visitor tracking data:

What are successful products or services?

By analyzing web visitor tracking data, companies can determine which products or services are particularly successful on their website. This can be determined using conversion rate data. Products or pages with an above-average conversion rate are those that are particularly successful. They may deserve targeted advertising measures, as a quick return on investment (ROI) can be expected.

What are unattractive products and services?

Just as important as identifying successful products is recognizing which products or services are sold particularly rarely. This can be determined using key figures such as the bounce rate. If visitors land on a product page and immediately leave the website, this is an indication that the product is not presented convincingly or does not meet the customers’ needs. By merging this with data from business software such as accounting and product management, options for revision can be derived to make these products more attractive.

The evaluation of all data around the topic “product” offer an optimal basis for the design of the product range or the adaptation of offered services.

Am I reaching my target group?

By analyzing web visitor tracking data, companies can also gain valuable information about their target audience. This includes data such as demographic information, geographic locations, devices used, and more. With this information, marketing campaigns can be better targeted and personalized content can be created. Information about actual website visitors allows conclusions to be drawn about whether the website design is appealing to the intended customer group. By comparing this information with data from other sales channels, it is possible to address additional target customers. In addition, suitable SEO measures can be derived on the basis of this merged information in order to increase the number of visitors who convert best.

How do my customers behave on my website?

One of the most important questions that can be answered by web visitor tracking is how customers behave on the website. This includes the analysis of actions such as

  • Page views
  • Clicks of Call-To-Actions (CTAs)
  • Place orders

and also behaviors of potential buyers, e.g.

  • the length of stay on certain pages
  • the use of navigation (i.e. the path visitors take on the website)
  • the filling in of contact forms.

A multitude of insights into the shopping experience is provided by merging this with the information about what happens after a successful conversion via the website. Is the purchase completed and possibly even positively evaluated? Is it possible to convert new customers into existing customers? Or are products frequently returned, services canceled, and inquiries come to nothing?

How can profitable products be optimally presented in e-commerce?

Tracking data can show which content on the website is viewed and shared most often, which helps with content creation and optimization. By tracking user paths and capturing conversion data, companies can find out which pages are most effective at converting visitors into paying customers. On the one hand, these can be strengthened specifically via campaigns. On the other hand, the content, the design of the product images or the page structure can serve as a template for less well-visited pages for further search engine optimization.

Conclusion: Actual increase in conversion rate through company-specific analyses supplemented by classic website user tracking

Conversion rate optimization is critical for businesses looking to maximize sales through their online presence. Analyzing web visitor tracking data offers businesses a variety of ways to gain valuable insights into their customers’ website behavior, take targeted action to improve conversion rates, and thus turn more visitors into customers. It helps answer questions such as “Which products are the highest converting, which are the lowest converting?”, “Am I reaching my target audiences?” and “How are potential new customers behaving on my website?”.

Although classic website tracking provides important tools for web visitor tracking, they have their limitations. More advanced, complex analytics offer more detailed insights and personalized analytics to make conversion rate optimization even more effective and to get conversion rates from high-converting pages. Therefore, we offer comprehensive analyses of the entire online buying process, which goes far beyond the mere analysis of the website. We focus on your digital sales strategy to include all steps in the course of a purchase decision. Only in this way can a realistic picture of the customer journey be created and selected, targeted measures for conversion optimization be taken.

Overall, the combination of data analytics and web visitor tracking is key to success in conversion rate optimization. Companies that use these approaches effectively can improve their website performance, increase customer satisfaction, and ultimately increase revenue. For providers of e-shops, SaaS, PaaS and online services, this is an indispensable strategy to succeed in today’s competitive digital environment.