Marketing, SEO/PPC08.11.10

A Simplistic Guide to Conversions


What’s a conversion? When a visitor arrives to your site, there should be a specific task you’d like them to complete. Whether it is making a sale, contacting you, downloading something, sharing something they’ve found on your site or whatever. Those visitors who complete the desired and intended task can be said to have become a ‘conversion’.

Analytics will help you track them and make improvements to your site to have more conversions.

For example, let’s assume you have a services website of some sort and you want your visitors to contact you with a business inquiry. Through analytics you will be able to determine how many visitors get to your site and then visit your contact page. You could even determine how many of them fill out your form and click ‘send’.

A simplistic way to determine conversion rate (and trust me, collecting and analyzing analytics data can get very complex, but for the sake of a beginner, let’s start here).

Let’s use a little math to determine your conversion rate. Let’s also use a visit to the contact page as your conversion goal:

You find that you have 100 visitors last month and 5 of them navigated to your contact page and contacted you. Out of those 100 visitors you ended up with a 5% conversion rate.

You may be saying, ‘Well, 5% isn’t too many!” Well, a lot of research will show that a 2-3% conversion rate is closer to average!