Conversion rate is the percentage of users that complete a desired action on a website. For example, making a purchase, filling out a form, or subscribing to a newsletter. In other words, it indicates how effectively a website turns visitors into customers or leads.
Why Should You Track Conversion Rate?
Tracking conversion rate is the best way to measure the effectiveness of your marketing campaigns. It helps you to determine which campaigns drive the most conversions and allocate your marketing budget accordingly.
It also helps you discover weak points in your marketing efforts. By analyzing the behavior of visitors who do not convert, businesses can identify potential roadblocks or pain points in the conversion funnel and make changes to improve the user experience.
Conversion Rate Formula
Conversion Rate = (Number of conversions divided by the number of clicks) x 100
For example, if your website receives 1,000 clicks from a search engine marketing campaign and generates 50 conversions, your conversion rate would be:
Conversion Rate = (50 ÷ 1,000) x 100 = 5%
A good conversion rate is about 2–5% for businesses.
Tips for Improving Your Conversion Rate
Improving your conversion rate is a continuous process that requires ongoing testing, optimization, and refinement. Here are some tips that will help you along the way.
1. Improve Your Landing Page
The landing page is the first page visitors see after clicking on an ad or a search engine result. A good landing page is:
- Relevant to the search query and the ad copy
- Clear and provides a call-to-action that guides visitors toward the desired action
2. Simplify the Conversion Process
Make your conversion process as concise and as straightforward as possible.
Use simple forms to collect information from the people who interact with your marketing campaigns. If your form has many fields or requests too much information, people might abandon it halfway — no matter their interest in your offering.
Consider implementing a one-click checkout and auto-fill forms to streamline the conversion process.
3. Test Different Ad Copy
Testing different ad copy variations helps you discover the one that resonates the most with their target audience and drives the most conversions.
Run ad tests with multiple variations of your copy, and see how well they perform before going all in on one.
4. Use High-Quality Images and Videos
High-quality images and videos relevant to the search query and the landing page can improve engagement and increase the likelihood of conversion.
Add walk-through videos, infographics, and step-by-step image guides to help users understand your offering and guide them to take the desired action.
5. Use Social Proof
Social proof, such as customer reviews, testimonials, and trust badges, builds credibility and trust with visitors — increasing your chances of converting them.
6. Optimize for Mobile Devices
Most people will interact with your marketing campaigns via their smartphones. So, optimize your images, videos, and website design for mobile interactions.
If an image takes too long to load on a user’s smartphone or your website’s user interface is too complex for mobile navigation, users might not convert.