Conversion rate refers to the success of a paid advertising campaign. A conversion rate is measured by how many visitors to a website complete the desired outcome, usually a sale, membership registration, or filling out a contact form. Other outcomes a website may desire include:
- Chatting with someone on their online chat
- Calling the business
- Registering for a membership
- Using the contact page to contact someone by email
The goal will vary from website to website, but those are just some of the most common outcomes a website creator may have. A high conversion rate is the ultimate goal.
Luckily, there are things that can be done to improve a conversion rate. Starting with advertising, you want to make sure that ads are attractive and appealing to people who view them. A bold font that will draw their eyes in and let them know who you are also helps. Once the user clicks on your ad, you want their experience to be as smooth as possible. You want your pages to load fast. People don’t want to wait half a minute for everything to load. Once they are on your website, you want them to find what they are looking for quickly. Navigation should be laid out in an organized, well-labeled manner. If you have a specific goal, you want to make sure visitors are taken directly to that page and don’t have to go searching for it on their own. If you offer an incentive, such as a free ebook for signing up for your newsletter, don’t make them jump through hoops to get it. The fewer steps they have to take, the happier they will be and more likely to return.
In marketing, conversion rate is calculated by taking the number of conversions and dividing it by the total number of ad interactions. These numbers will come from the same time period to ensure accuracy. To understand performance, there are different types of conversion rates that can be looked into including: keyword conversion rate, campaign conversion rate, page-level conversion rate, and overall conversion rate, to name a few. High-converting kaywords will help result in higher conversaion rates. If the keywords used are not attracting people to see and click on the ad, this is something that should be looked into. A page-level conversion rate will tell you how well the landing page performs. Once the visitors are on the landing page, the percentage of those who convert will let you know how well that page is doing. You may have more than one landing page, so you want to evaluate the conversion rate of each one.
Optimizing the conversion rate of your website will lead to increased overall profits. Optimizing can also help you to better budget and know where your money is going. Best of all, optimizing the conversion rate of your website can help your website to eventually rank better in search engines, which will in turn help to improve conversion rates.