What is Web Conversion?
Website conversion is a critical aspect of online success, but it’s more than just numbers and percentages. To truly harness the power of website conversions, you need to shift your focus towards understanding your users and delivering an exceptional user experience.
In this article, we’ll explore what website conversion is, how to calculate conversion rates, and most importantly, how to improve conversions by prioritizing your users’ needs.
A web conversion happens when someone completes a pre-determined and desired action on your website, like signing up for a newsletter, sharing a blog post on social media, or buying a product. The percentage of people that complete your desired action is your conversion rate.
Types of Web Conversion
Web conversion types vary among businesses. Ecommerce sites are more likely to focus on earning sales as conversions.
A service provider, like a plumber or electrician, may concentrate on generating leads as a conversion.
If you’re a new publisher with an online magazine, you might want people to subscribe to your articles.
If you’re the owner of an online supermarket, you probably want people to buy from you again and again.
No two businesses are alike, so you may not have the same type of web conversion as other companies.
Also, there is web conversion when you buy ads. Depending on how the campaign is configured the web conversion can be views, clicks, or a sell in your online store.
At its core, a website conversion occurs when a user completes a specific action that you desire on your website. These actions can vary from signing up for a newsletter to making a purchase. There are two types of website conversions to consider:
Micro-conversions
These are the smaller steps users take on their journey towards the ultimate goal. Examples include subscribing to a newsletter or watching a product video.
Macro-conversions
These represent the completion of the primary goal, such as making a purchase or filling out a contact form.
Calculating Website Conversion Rate
To calculate your website’s conversion rate, you can use a simple formula:
Conversion Rate = (Number of Conversions / Total Number of Visitors) * 100
For instance, if your website had 20 sales and 1,000 visitors in a month, your conversion rate would be (20 / 1,000) * 100 = 2%.
What’s a Good Conversion Rate?
Conversion rates can vary widely based on factors like industry, audience, and conversion goals. While industry averages can provide a benchmark, it’s crucial to understand your specific audience and their needs. A good conversion rate typically falls within the range of 2% to 5%, but the focus should be on improving user experiences rather than chasing a specific number.
Why Measure Website Conversions?
Understanding Your Customers
Website conversions offer insights into your users’ preferences and behaviors. Low conversion rates on certain pages may indicate the need for better communication or addressing user concerns.
Improving User Experience
By analyzing conversion rates, you can identify pain points and blockers in the user journey. Heatmaps and session recordings can help pinpoint areas that need improvement, ultimately leading to better user experiences.
Steps to Improve Website Conversions
Identify User Motivation
Start by understanding what drives users to your website. Use on-site surveys to gather user insights and motivations. Ask them why they came to your site and what they’re looking for.
Address Barriers
Use tools like heatmaps and session recordings to identify where users are facing obstacles. Are there specific pages where users drop off? Investigate and remove any blockers or issues.
Gather Post-Conversion Feedback
After users complete a conversion, ask them what persuaded them and if anything almost prevented them from converting. This information can be invaluable in refining your user experience.
Improving website conversions is an ongoing process. Continuously gather data, analyze user feedback, and make iterative changes to create a user-centric website that naturally leads to higher conversions.
In conclusion, website conversion is not just about numbers; it’s about understanding your users and optimizing their experience. By prioritizing user needs and addressing their pain points, you can steadily improve your website’s conversion rate and, more importantly, create a better online experience for your audience.
What is CRO
CRO is the acronym of Conversion Rate Optimization, is a number that measures how optimized is the conversion process.
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