Conversion Analysis

SimilarWeb Conversion Analysis enables you to analyze conversion rates for over 5,000 websites, leading retailer categories, and lines-of-business, across more than 40 countries. On-site search and marketing channel conversion data helps you to further drill into consumer journey behaviors and ultimately helps you improve your customer acquisition and digital marketing strategy.

With SimilarWeb Conversion Analysis, you can:

  • Understand companies’ conversion efficiency and scale over time, and benchmark against the industry average

  • Identify efficient marketing channels, uncover companies’ go-to-market strategy, and understand the ROI of their marketing spend

  • Reveal the category performance of top retailers like Amazon, Walmart, and Target

  • Gain visibility into what consumers are searching for within websites and how well different keywords convert

To start your analysis:

  1. From the left sidebar, click Conversion Analysis.

  2. Click Create a New Group to start the analysis.

  3. Mark the checkbox next to the websites you would like to analyze. You can search for the domain name in the search bar, filter by sector, and choose the relevant country from the dropdown menu.

  4. Click Create.

  5. Provide a name for your group, and then click Confirm.

There are two different sections in the Conversion Analysis module:

Group Overview

  • Business Performance Landscape: This graph allows you to benchmark against different websites based on their conversion performance. You can see metrics such as total visits, converted visits, and conversion rate, and choose which of those metrics to present on the graph. You can also filter by marketing channel to see who has a strong channel strategy.


Pro Tip: Click on Benchmark to the Group Average to quickly understand who’s winning or losing.

  • Business Performance Trends: This graph allows you to analyze performance over time. Look at metrics like converted visits, conversion rate and stickiness to see who is improving and who needs to adjust their marketing strategy.


Pro Tip: Look at converted visits to understand if a website can scale its business, and at conversion rate to see how efficient it is at turning visitors into paying customers.

Clicking on one of the websites in the first graph or in the table at the bottom of the page brings you to the Website Performance overview. This overview lets you deep-dive into specific websites and their conversion performance.

Website Performance Overview

Overview - the overview tab includes two graphs:

  • Business Performance Trends: This graph allows you to understand the period over period performance. You can choose the time frame you’re interested in at the top right corner of the screen, and choose whether you want to compare the time frame you chose to the previous year or the previous period. Like the other graphs, you can filter by marketing channel and toggle between the different performance metrics.


Pro Tip: Look at the stickiness tab to understand if the website’s customers are becoming more or less loyal over time.

  • Conversions by Leading Marketing Channel: This graph allows you to see the performance of all marketing channels one next to the other, and as a result, quickly understand which channels are performing well.


Pro Tip: Click on the different marketing channels - e.g. Direct, Paid Search, Referrals - to further investigate each channel and understand why it’s converting well or poorly.

On-Site Search: If we have on-site search data for the website you’re currently analyzing, you’ll see an orange ‘new’ icon and be able to click on the on-site search tab at the top left (next to the Overview tab). On this page, you can see all the top keywords consumers are using when searching within the site you’re analyzing. You can filter by the length of the phrase (one word, two words, or three words), and search for specific terms to include or exclude.


Pro Tip: Sort the table by conversion rate to see what consumers search for when they have a high intent to buy.

In the graphs, you can see the following metrics:

  • Total Visits: Sum of all Desktop visits to a website for the selected timeframe and country.

  • Converted Visits: Number of Desktop visits that ended up on a ‘Thank You’ page. The thank you page can be the result of a purchase in industries like retail and travel, and can also be a result of a form submission in industries like financial services. 

  • Conversion Rate: A percentage that refers to the number of Desktop visits that ended up on a ‘Thank You’ page divided by the total number of Desktop visits.

  • Stickiness: Average number of days in a month in which converted users made a purchase. For example, 100 people bought something on in December 2019. Some of them bought only once, and some came back another time in December to buy something else. Stickiness is the average number of "purchase days" for all these users. So if the majority purchased only once, and some made purchases in two separate days, the average (i.e Stickiness metric) would be slightly more than 1. If the majority made purchases in two separate days and only some purchased in one specific day, the stickiness metric would be slightly less than 2.

  • Group Average: Average number of visits/converted visits/conversion rate, of the websites, analyzed.

  • Traffic Channels: See our Marketing Channels’ definitions. 

  • Keyword Visits: Number of Desktop visits that included at least one on-site search of the named phrase.

  • Keyword Converted Visits: Number of Desktop visits that included at least one on-site search of the named phrase and ended up on a ‘Thank You’ page.

  • Keyword Conversion Rate: A percentage that refers to the number of Desktop visits that included at least one on-site search of the named phrase and ended up on a ‘Thank You’ page, divided by the number of visits that included at least one on-site search of that phrase.

  • PoP: Period-over-Period: Change between the current and past period/same period last year.

To learn more about Conversion Analysis, check out our blog post, "Conversion Analysis: How (and Why) It’s Crucial for Your Business Growth."

For more information, contact your Account Manager or SimilarWeb Support at

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