Keys to conversion in digital businesses in Spain (Flat101)


If you have a digital business, we are sure that you know your metrics very well: sales data, conversions, lead capture, in general, you know what you sell, to whom and how. However, very few know if these ratios are good or bad.

Main keys to conversion in digital businesses in Spain

One of the biggest challenges for any digital entrepreneurship is find reference data with which estimates can be made about the evolution of the businessesor understand why your conversion rate hasn’t improved and how to reverse that effect.

The Study on conversion in digital businesses held for the seventh consecutive year by Flat 101 offers us interesting and valuable conclusions, having accessed data from 1,078 Spanish digital businesses about its operation, conversion ratios and evolution of metrics that give us an overview of the state, evolution of conversion in digital businesses in Spain. In this update, the latest data that has been incorporated into the report corresponds to the year 2021.

Traffic in digital businesses in Spain

For this year’s edition we can observe a growing trend in the traffic from mobile devicesyes, reaching a 69.09%. This supposes a growth of around 2 points compared to the 67.47% presented the previous year.

In this way, computer traffic has been placed in the 28.24% and that coming from tablets in a 2.67%which represents an approximate decrease of 2% compared to the previous year, where they presented 30.09% and 5.63%, respectively. Regarding visits, mobile devices continue to rule the roost.

In the following graph we can easily compare how the traffic has evolved according to each of the devices. As we mentioned before, the percentage of mobile traffic continues to grow.

Device traffic based on web activity

Since previous editions, traffic segmented by web activity had been equally dominated by mobile devices in any of the sectors evaluated, however since the last edition we have seen how visits from desktops exceed those from mobiles in educational sites, in this edition with 52% traffic.

In the rest of the sectors, mobile dominance is absolute, also presenting a progressive growth with respect to the previous year. For example, in online fashion stores they have reached 84%, compared to 81% last year, keeping them second in the proportion of traffic coming from mobiles, only surpassed by sites of food delivery, which attract 85% of traffic of mobile devices.

channel traffic

Capturing traffic is one of the most important aspects for any website or brand, so it is important to know the channels through which web traffic is obtained. Information from which the different acquisition strategies can be optimized to make the most of them. In this study it is shown that the SEO remains the absolute king, with a average organic traffic of 40.78%, Although this represents a decrease compared to 44.39% from the previous year.

Paid search (22.70%), direct traffic (20.84%) and display (3.46%) They occupy the following positions in the sources of traffic to eCommerce. Paid search is the heading that has grown the most since the previous year (22.70% compared to 21.27%).

The conversion ratio in digital businesses in Spain grows to 1.29%

Conversion is one of the most worrying metrics for digital business managers, along with profitability, which should not be ignored. For this new presentation of the study, we see an increase with respect to the previous edition, going from 1.22% to 1.29%, showing a growth of 5.93%.

This increase in the conversion ratio has been due to an increase in both desktop, mobile and tablet compared to the previous year.

Conversion rate per device

For this edition, the increase in conversion has occurred in a general way on all devices, with computers keeping the lead in the metric. A) Yes, conversion from desktop has gone from 2.23% to 2.32%, showing an increase of 4%. On the other hand, tablets have gone from having 1.28% in the previous edition to 1.33 this year.

Although they do not obtain the highest conversion ratio, mobile devices presented the highest growth rate compared to the previous edition, 32%. In this way they went from having an estimate of 0.86% to 0.88% this year, as we see in the following graph.

Conversion by channels

Regarding the conversion by channels we have to email marketing continues to demonstrate its great efficiency, as it has done in previous years, with an average conversion of 2.81%, only surpassed by purchases from referrals. That is why optimizing, segmenting and personalizing email campaigns is a requirement in our marketing strategy.

The conversion data of the referral channel (5.41%) is very high compared to other channels, while the average organic conversion (1.21%) and paid traffic (1.22%) remain very close as in the last edition. On the other hand, the live conversion has increased slightly, going from an average of 1.6% to 1.65% while the social one has obtained an increase, reaching 1.21% compared to 1.15% of the edition pass.

Average conversion per browser

As in the previous year, the conversion ratio by browser shows the Edge browser as the leader with 2.56%, denoting growth with respect to 2.37% from the last edition. And as in the last study, all browsers Firefox, Chrome and Safari showed an increase, remaining with two.37%, 1.34% and 1.33% respectively.

For its part, the Android browser continues to grow, taking it from 0.61% to 0.76% in this edition.

Average conversion: new vs returning users

Speaking of the conversion rate according to the type of users, it is not a surprise that recurring users maintain the leadership of sales. Thusthe recurring ones maintain a conversion rate in this edition of 2,32% demonstrating an increase with respect to the previous year in which it had 2.09% vs. 0.74% of new usersyes

In this way, the importance of loyalty as a strategy to boost business conversion is clear, since regular customers generate 211% more conversions than new ones.

Top converting activities by device

Not surprisingly, the activity with the highest level of conversion has been food delivery (10.04%), taking into account the situation presented during 2020 by the pandemic. Following him from afar we have the activities of Hardware and Gardening (3.81%) With Leisure and free time (1.57%). An activity to highlight has been Parapharmacy with an average conversion of 2.19% this year, with which it obtained third place in this list.

According to the devices, computers continue to have higher conversions with a general average of 2.32%, among which Hardware and Gardening (5.89%), Parapharmacies (3.93%) and Food delivery (22.07%) stand out. ). In mobile devices, the baton is carried, apart from Food delivery, Hardware and gardening.

Average conversion rate per day of the week

We could ask ourselves if the day of the week influences the conversion rate, and the answer would be yes. According to the study, the Wednesdays are the highest converting day for businesses, with an average of 1.366%surpassing Mondays with 1.35%. Then there is Tuesday and Thursday with 1.34% and 1.32% respectively.

As in the last edition, Saturday is the day with the lowest conversion ratio, 1,042%, although this implies an increase over the previous year, which was 1,020%. In this way, we see that the days of the week have maintained continuous growth compared to the previous study, although maintaining their positions in terms of sales.

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