Website conversion assessment

If your website is a key component of your sales and marketing process, determining your conversion rate can paint an accurate picture of what’s really going on.

But what is a conversion rate? In a nutshell, It’s the percentage of visitors to your site that complete a specific goal. For example, the number of visitors to your site who make a purchase, sign up for your newsletter or book an appointment.

Why you should care about your conversion rate

When it comes to measuring website success, you typically look at your total number of visitors per month. But measuring website traffic without understanding a conversion rate provides a skewed picture of performance, which leaves you with two options: you can focus on trying to increase your traffic, or you can spend time optimising the site so that you can convert more visitors.

Instead of focusing marketing efforts on generating more traffic that may not convert, focusing on conversion rate optimisation enables you to improve your performance over time.

What do you want to measure?

To get started with figuring out your current website conversion rates, you need to first figure out what it is that you want to measure. What are things you want visitors to your website to do when they arrive?

Tracking your conversion rates may seem like extra work, but once you get started, you’ll quickly see how various offers and elements of your site are performing, and what visitors to your site actually do while they’re on it.

But before you set up a goal, you’ll need:

  • A clear idea of what you want to measure, e.g. sales, subscribers, etc.
  • A separate thank you or landing page that your visitor arrives on once they’ve completed that goal.