Conversion rate is an essential metric that measures the effectiveness of a website in converting visitors into customers.  In the world of e-commerce, conversion rate is king. Simply put, the conversion rate is the percentage of website visitors who take a desired action, such as making a purchase or filling out a form. A high conversion rate means that your website is effectively turning visitors into customers, while a low conversion rate indicates that there may be issues that need to be addressed. In this article, we’ll take a closer look at why conversion rate matters and how to optimize it for your online business.

What is Conversion Rate and Why Does it Matter?

Defining Conversion Rate

Conversion rate is the percentage of website visitors who take a desired action on your site, such as making a purchase, filling out a form, or subscribing to a newsletter. It is calculated by dividing the number of conversions by the total number of visitors to your site during a given period of time. For example this could be an example from your website:

(Number of visitors that converted / Number of people who visit the page) x 100

What is a good conversion rate?

Determining what constitutes a “good” conversion rate for a website can vary depending on various factors such as the industry, the type of website, the traffic source, and the conversion goal. However, according to a benchmark report by Smart Insights, the average conversion rate for a website is around 2.35%, with other sources reporting between 2% and 5%, so anything over this could be considered “good”.

It’s worth noting that this is an average and not a definitive measure of success. The conversion rate that is considered “good” will depend on the specific goals of the website and the industry in which it operates. For example, a website that sells high-ticket items such as luxury cars or high-end electronics may have a lower conversion rate, but a higher average order value, compared to a website that sells low-cost consumer goods.

Examples of Conversion actions

Achieving a high conversion rate is a great indicator of success with an online digital marketing strategy and the target audience is fulfilling the desired online action. Examples of online actions include:

  • Sale
  • Click to phone call
  • Completion of an enquiry form
  • Online booking/registration
  • Subscribing to emails or publications.

The Importance of Conversion Rate in Online Business

Conversion rate is a key metric that directly impacts the success of your online business. A high conversion rate means that your website is effectively turning visitors into customers, which can lead to increased revenue and profitability. On the other hand, a low conversion rate can indicate that there are issues with your website that need to be addressed in order to improve performance.

The Benefits of Improving Conversion Rate

By improving your conversion rate, you can increase the ROI of your marketing campaigns, boost your revenue and profits, and achieve a higher level of customer engagement and loyalty.

  1. Increased Revenue: One of the most significant benefits of improving conversion rates is the increased revenue that comes with it. When more visitors are converting into paying customers, businesses generate more sales, which can lead to higher profits.
  2. Better Return on Investment (ROI): By improving conversion rates, businesses can get a better return on investment for their marketing efforts. If a business is spending money on advertising to drive traffic to their website, but those visitors aren’t converting, then the business is essentially wasting money. Improving conversion rates means that businesses are making the most out of their marketing efforts and getting a better ROI.
  3. Improved Customer Engagement: When businesses optimize their website for better conversion rates, they often improve the user experience as well. This can lead to increased customer engagement and satisfaction. Happy customers are more likely to return to the website, make repeat purchases, and recommend the business to others.
  4. Increased Brand Awareness: As businesses improve their conversion rates, they also increase the number of customers who make purchases. This can lead to increased word-of-mouth marketing, social media mentions, and online reviews, all of which can help build brand awareness and credibility.
  5. Competitive Advantage: In the competitive world of e-commerce, businesses that have higher conversion rates have a significant advantage over their competitors. With more customers making purchases, businesses can generate more revenue, invest in more marketing efforts, and continue to grow and expand.

Factors That Affect Conversion Rate

Website Design and User Experience:

Your website’s design and user experience can have a significant impact on your conversion rate. A clean, user-friendly design that is easy to navigate can help visitors find what they’re looking for and make it more likely that they will complete a desired action.

Copywriting and Messaging:

The copy and messaging on your website should be clear, concise, and focused on the benefits of your products or services. Use language that resonates with your target audience and clearly communicates the value proposition of your business.

Calls to Action:

Your calls to action (CTAs) should be prominent, easy to find, and compelling. Use action-oriented language and make it clear what the visitor will get when they complete the desired action (e.g. “Download Now” or “Get Your Free Trial”).

Product Pages and Checkout Process:

Your product pages and checkout process should be optimized to make it as easy as possible for visitors to complete a purchase. Use high-quality product images and provide detailed product descriptions, and make the checkout process as streamlined as possible.

Traffic Sources:

The source of your website traffic can also impact your conversion rate. Visitors from targeted, high-intent sources (such as search engines or targeted ads) are more likely to convert than visitors from less targeted sources.

Tips for Optimizing Your Conversion Rate

The strategy for improving conversion rates has been coined Conversion Rate Optimisation or CRO. Conversion rate optimisation (CRO) is the methodical, highly strategic process of optimising a website, eCommerce store, landing page or a blogs overall experience to increase (optimise) desired actions (conversions).

Conducting A/B Tests:

A/B testing involves testing two different versions of a webpage or element to determine which one performs better. By continuously testing and refining your website, you can identify areas for improvement and optimize for higher conversion rates.

Reducing Friction in the Checkout Process:

Friction refers to any element of the checkout process that makes it more difficult for visitors to complete a purchase. By identifying and eliminating sources of friction, such as long forms or complicated checkout processes, you can improve your conversion rate.

Calls to Action:

Test the call to action (CTA) you have set up to ensure everything is working correctly, both on your website and paid ad campaigns. Ensure that you have clear CTAs on your website and are included on all landing pages for the online visitor to take action without navigating away from the site

Improving Page Load Speed:

Slow page load times can lead to higher bounce rates and lower conversion rates. Have a well optimised, fully responsive website that is consistent across all pages. This includes having a fast page load speed, high-quality optimised images served on next gen formats, efficiently code and so on. Use tools like Google PageSpeed Insights to identify areas for improvement and optimize your website’s load times. Visit our page to learn more!

Personalizing Your Messaging and Offers:

Personalization can help you better target your messaging and offers to your visitors, which can increase engagement and improve conversion rates. Use data and segmentation to create personalized offers and messaging that resonates with your audience. Include video in landing pages, embedded videos can improve conversions by up to 80% when integrated correctly into a landing page. Another great tip is to create dedicated landing pages for paid ad campaigns, optimised for conversions.

Building Trust with Social Proof:

Social proof refers to the idea that people are more likely to take an action if they see that others have done so as well. Use customer reviews, ratings, and testimonials to build trust and credibility with your visitors. Importantly make sure you drive better results for your business by ensuring your target audience lands on the correct page focused on the product or service they searched for.

Measuring and Analysing Your Conversion Rate

How do I know what the Conversion Rate for my business should be?

This is a difficult question as there isn’t a precise answer as to the amount of actions that should be fulfilled from a marketing campaign. It also depends on the product or service and the industry your business is functioning in. For example, you would expect an online retailer of clothing to have a much higher conversion rate compared to online sales of cars or enquiries about vehicle. There are many factors that will contribute to the conversion rate, such as impulse shopping, cost of product or service, is it a luxury item or an necessity? The sales cycle also differs, particularity for higher cost items where perhaps the online visitor is undertaking research prior to completing a purchase.

Choosing the Right Metrics to Track:

While conversion rate is an essential metric to track, it’s important to consider other metrics as well, such as bounce rate, time on site, and average order value. These metrics can provide additional insights into user behaviour and help identify areas for improvement.

Using Analytics Tools to Monitor Performance:

Web analytics tools such as Google Analytics can provide valuable insights into website performance, including conversion rate. These tools can help track user behaviour, identify trends, and measure the effectiveness of marketing campaigns. By using these tools, businesses can gain a better understanding of their customers and make data-driven decisions.

Identifying and Addressing Bottlenecks in the Funnel:

Analysing the conversion funnel can help identify where users are dropping off and why. This can help businesses identify and address any bottlenecks in the funnel, such as a confusing checkout process or an unoptimized product page. By addressing these issues, businesses can improve the user experience and increase conversion rates.

Continuously Iterating and Improving:

Conversion rate optimization is an ongoing process. By continuously testing and tweaking various elements of the website, businesses can identify what works best and what doesn’t. This can lead to continuous improvements in conversion rate and ultimately, increased revenue and growth.


The Importance of Constantly Improving Your Conversion Rate:

In the competitive world of e-commerce, businesses must constantly strive to improve their conversion rates to stay ahead of the competition. By testing and tweaking various elements of the website, businesses can identify what works best and make data-driven decisions to improve their conversion rates.

The Role of Conversion Rate in Growing Your Online Business:

A high conversion rate is essential for online businesses to generate revenue and grow their customer base. Without conversions, traffic to a website is meaningless, and businesses cannot sustain themselves. A high conversion rate can lead to increased revenue, customer engagement, and brand awareness.

Taking Action to Optimize Your Conversion Rate Today:

Optimizing your conversion rate is an ongoing process that requires continuous testing and tweaking. By following the tips and best practices outlined in this article, businesses can identify areas for improvement and make data-driven decisions to improve their conversion rates. Taking action today can lead to increased revenue and growth in the future.

In summary, conversion rate is a critical metric that measures the effectiveness of your website in turning visitors into customers. By understanding the factors that affect conversion rate and implementing best practices for optimization, you can boost your online business’s bottom line and achieve greater success in the competitive world of e-commerce.

As you can tell.. Conversion Rate and Optimisations are extremely complex and hard to get right, that where we can help. We are a data focused, Conversion rate optimisation expert agency. We know the best practices, have all the tools and resources at hand and have years of experience optimising the customer experience on behalf of our clients.

If you’re interested to learn more about CRO, visit our page for more information.

If you run an online store, blog, or anything digital you’re leaving money on the table if you do not optimise. Get in touch to find out how we can help! (In most cases the service pays for itself in a matter of weeks, depending on your scale of course)

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