Keys to conversion in digital businesses in Spain (Flat101)

Flat101 is an online platform that offers tools to help businesses leverage digital marketing, advertising and growth. To take the guesswork out of key performance indicators and make it easy for clients to analyze their conversion rates, Flat101 developed a dashboard offering analytics on all input channels in one place. The dashboard allows marketers to view how customers are coming across the site as well as what content they’re engaging with when interacting with your brand or company.

The “flat101 es” is a company that provides digital marketing services in Spain. The company offers a wide range of services, including SEO, social media marketing and conversion optimization.

Conversion factors in digital enterprises in Spain (Flat101)



If you run a digital company, we’re certain that you’re well-versed in your metrics: sales figures, conversions, lead generation, and so on. In short, you know what you sell, to whom, and how. Few people, however, are aware of whether these ratios are good or harmful.

The most important conversion factors in digital enterprises in Spain

Finding reference data with which to make projections about the progress of the company or understanding why your conversion rate hasn’t increased and how to reverse that impact is one of the most difficult issues for every digital entrepreneur.

Flat 101’s seventh annual study on conversion in digital businesses provides us with interesting and valuable conclusions, based on data from 1,078 Spanish digital businesses about their operations, conversion ratios, and metrics that give us an overview of the state and evolution of conversion in digital businesses in Spain. The most recent data integrated into the study corresponds to the year 2021 in this update.

In Spain, there is a lot of traffic in digital enterprises.

For this year’s edition, we can see an increasing trend in mobile device traffic, which has reached 69.09 percent. This is an increase of roughly 2 percentage points above the previous year’s figure of 67.47 percent.

In this manner, computer traffic accounted for 28.24 percent, while tablet traffic accounted for 2.67 percent, a fall of around 2% compared to the previous year, when they accounted for 30.09 percent and 5.63 percent, respectively. In terms of visitation, mobile devices continue to reign supreme.

We can readily compare how traffic has developed according to each of the devices in the graph below. As previously stated, the proportion of mobile traffic is increasing.


Traffic generated by devices as a result of web activity

Since previous editions, traffic segregated by online activity has been equally dominated by mobile devices in any of the sectors assessed; however, we have observed how visits from desktops now outnumber those from mobiles in educational sites, with 52 percent traffic in this edition.

The remainder of the industries are dominated by mobile, which is likewise growing at a faster rate than the previous year. For example, in online fashion businesses, they now account for 84 percent of traffic, up from 81 percent last year, placing them second in terms of mobile traffic, behind only food delivery sites, which account for 85 percent of mobile traffic.

traffic on the channels

Because capturing traffic is one of the most significant components of any website or business, it’s crucial to understand how online traffic is acquired. Information that may be used to improve various acquisition techniques in order to get the most out of them. According to this report, SEO remains the absolute king, with an average organic traffic of 40.78 percent, a reduction from 44.39 percent the previous year.

Paid search (22.70 percent), direct traffic (20.84 percent), and display are the top three sources of traffic (3.46 percent ) They are ranked in the following order in terms of eCommerce traffic sources. Paid search is the category that has risen the most in the last year (22.70 percent compared to 21.27 percent ).


In Spain, the conversion rate for digital enterprises has increased to 1.29 percent.


Conversion, along with profitability, is one of the most concerning KPIs for digital company owners, and it should not be overlooked. We notice a rise in this new edition of the research compared to the prior edition, moving from 1.22 percent to 1.29 percent, a 5.93 percent gain.

In comparison to the previous year, the conversion ratio increased owing to an increase in desktop, mobile, and tablet traffic.

Per-device conversion rate

For this issue, conversion rates have risen across the board on all platforms, with PCs maintaining their lead in the statistic. A) Yes, conversion from desktop has increased by 4%, from 2.23 percent to 2.32 percent. Tablets, on the other hand, have increased from 1.28 percent in the previous edition to 1.33 percent this year.

Mobile devices had the largest growth rate, 32 percent, compared to the previous edition, while not having the best conversion ratio. As can be seen in the graph below, they increased their prediction from 0.86 percent to 0.88 percent this year.


Channels of conversion

Regarding the Channels of conversion 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 referral channel’s conversion rate (5.41%) is exceptionally high when compared to other channels, but the average organic conversion (1.21%) and sponsored traffic (1.22%) stay relatively similar to the previous edition. The live conversion rate, on the other hand, has grown somewhat, from 1.6 percent to 1.65 percent, while the social conversion rate has increased marginally, hitting 1.21 percent compared to 1.15 percent for the edition pass.

Per-browser conversion rate

The conversion ratio by browser, like in the previous year, shows the Edge browser as the top with 2.56 percent, up from 2.37 percent in the previous edition. All browsers, including Firefox, Chrome, and Safari, showed an increase, with 2.37 percent, 1.34 percent, and 1.33 percent, respectively, as in the previous survey.


The Android browser, on the other hand, continues to expand, rising from 0.61 percent to 0.76 percent in this edition.

New vs. returning users conversion rate

When it comes to conversion rates based on user type, it’s no surprise that repeat users continue to dominate sales. Thus, the recurring ones maintain a conversion rate of 2,32 percent in this edition, indicating an increase over the previous year’s 2.09 percent vs. 0.74 percent of new usersyes.

Regular customers create 211 percent more conversions than new customers, demonstrating the value of loyalty as a strategy for increasing company conversion.

By device, the top converting activities

Taking into mind the circumstances presented by the pandemic in 2020, it’s not unexpected that food delivery has the greatest conversion rate (10.04 percent). We have the activities of Hardware and Gardening (3.81 percent) following him from afar, along with Leisure and spare time (1.57 percent ). Parapharmacy was a standout activity this year, with an average conversion rate of 2.19 percent, putting it in third place on the list.


Computers continue to convert at a greater rate than other devices, with an average of 2.32 percent, with Hardware and Gardening (5.89 percent), Parapharmacies (3.93 percent), and Food delivery (22.07 percent) standing out.) . Apart from food delivery, hardware, and gardening, the baton is carried on mobile devices.

Percentage of conversions each day of the week

We may question whether the conversion rate is affected by the day of the week, and the answer is yes. According to the report, Wednesdays are the best day for firms to convert, with an average conversion rate of 1.366 percent, beating out Mondays by 1.35 percent. Then there’s the 1.34 percent and 1.32 percent on Tuesday and Thursday, 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 manner, we can observe that the days of the week have continued to expand in comparison to the prior research, while keeping their sales positions.

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