BlogDigital MarketingWhat Is Conversion Rate And Why Should You Be Taking It More Seriously

What Is Conversion Rate And Why Should You Be Taking It More Seriously

Your conversion rate is the most important aspect of your digital marketing. Yes, the most important! Despite this, it’s often overlooked. But if you want more sales (of course you do), then this is something you should take more seriously.

What is conversion rate?

Conversion rate is all about action. It’s a term used to describe the number of visitors who come to your website and take action. This could mean buying a product, subscribing to a newsletter, or filling out a contact form. A conversion rate shows the interest that your website has garnered, and therefore tells you how effective your marketing strategy is. When it comes to marketing, the goal is simple: To CONVERT a website visitor into a customer.


You can calculate your conversion rate by dividing the number of people who took action by the number of visitors to your website. If 100 people visited your website and 100 people bought your product, the conversion rate is 1. Dream big, I say!

Why are conversion rates important?

The better you understand your audience and your brand, the more effective your marketing strategies can be. If hundreds of people are clicking on your website each day but you’re getting no sales, something is wrong. It means your marketing strategies are reaching people, but your website or conversion tools are letting you down. The only way you can figure out what needs to be changed is by looking at your conversion rates, and constantly making small tweaks until you finally see results.

How can you increase your conversion rate?

If you’re not turning visitors into customers, you’re missing out on significant revenue potential, and your marketing budget isn’t being used effectively. For instance, if your “Sign up to my newsletter” call-to-action on the homepage isn’t producing any results, despite targeted advertising, consider creating a sales page with a free eBook instead. This approach may yield better outcomes, generating a list of satisfied subscribers you can directly sell to. Remember, it’s a gradual process, but by understanding your conversion rates, you can reach your goals faster.

The first step is the knowledge of what your conversion rate is, and the next set is improving it. Other than a good call-to-action, let’s look at some other ways to increase your conversion rate:

  1. Better ads. Make sure your ads have great copy, and an appealing sales pitch that’s going to make a customer want to click on it. Whatever promise is in the ad must correlate with the website they will be clicking through to. Make the entire process as seamless as possible.
  2. Create different landing pages. Create new variations on your landing pages, and then link them to new ads. This will be a great way to test conversion rate to see what your visitors are more interested in when visiting your website.
  3. Narrow your focus. You might want to reach a wide audience but let that be a goal for later. For now, try narrowing down your focus to a more specific group to help with conversion rates, sell more products or services, and generate testimonials.  
  4. Include sales. There’s nothing quite like a sale to get people onto your site. Include this on your ad copy for a short period of time to get more people to your website. If they love the product or service on sale, they’ll more than likely come back for more.

A good marketing practice is to always look at what’s working as well as what’s not working. Keeping an eye on conversion rates will measure how effective your content marketing and overall marketing strategies are. By identifying why there is no action on your website, you can make improvements that will boost your conversion rate and ultimately lead to better results and increased profits

Lisa Bourke is a digital marketing strategist with a passion for helping brands develop pathways for success online.

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