As we had previously discussed on our Conversions: Turning Visitors into Customers post, being on the first page of Google and increasing website traffic will be pointless if all your leads are getting tossed out the window due to poor conversion techniques.
But what is considered a conversion? A conversion event happens when a visitor completes a pre-determined desired action in response to a call-to-action placed within a website section. If you have a small business and you have a website, you probably have at least one of the following items:
What do 4 these things have in common? They’re all examples of website conversions. Without conversions a website serves the same purpose of a brochure. Sometimes brochures are picked up and result in a call, but most of the time they get a single glimpse and then they’re tossed in the trash.
Given what you’ve now learned about conversions, it’s easy to see why tracking these visitor events is of absolute importance.
Measuring conversion event goals is conducted by a metric called the conversion rate. This can be calculated by taking the total number of visitors who have completed a desired event (also known as a "conversion goal") and dividing it by the overall size of the audience for during a specific period. For example, a website receives 20,000 visits in the last 30 days. Out of that group, 800 visitors clicked on a call button (ie. converted): 800/20000 = 0.04 or a 4% conversion rate.
Conversion rates are immensely important when optimizing a website’s layout and functionality. Not only do they indicate whether your marketing is profitable, but they also reveal how visitors engage with your website.
But that’s not all - here are the main reasons why the conversion rate is so important:
Conversions aren’t all that matter — you still need to watch the total number of visits, overall time spent per visit and numerous other metrics — but paying attention to conversion rates is generally the key for a successful online presence.
Mahalo for reading.
DEZCOOL clients receive a detailed monthly report that includes many important metrics, including the last period’s conversions and its conversion rate. Want to start generating more leads?Contact Us Today!