After you’ve built a website, the next step is to track your online progress. There are several methods for evaluating your performance, ranging from counting the number of visitors to calculating the average time a visitor spends on your site. However, the website conversion rate is one of the most crucial KPIs you always have to consider.
What is Website Conversion Rate?
Conversion rate is the percentage of visitors who take a particular action on your website that leads them along the sales funnel. These specific actions are responsible for transforming your visitors into leads or customers.
It’s entirely up to you to decide what constitutes a conversion. Depending on your company’s objectives, a conversion might include purchasing, subscriptions, downloading an application, or signing up for a demo or free trial.
Methods to Calculate Conversion Rates
The conversion rate is relatively simple to calculate. You have to divide the total number of conversions you get in a given period of time by the total number of visitors that visited your site or landing page and multiply it by a hundred.
Conversion rate = (conversions / total visitors) * 100
Here is what Google says about conversion rates:
“Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.”
To determine your website conversion rate, use the methods that are mentioned above; however, if your website has several different objectives, then you have to measure their individual conversion rates separately.
Here’s how to calculate them individually:
- Subscriber Conversion: Unique Visitors / Number of New Subscribers
- Shopper Conversion: Unique Visitors / Number of New Customers
- Total Conversion: Unique Visitors / Number of Visitors with Any Conversion
As a business owner, you have to be acquainted with these figures to become successful. Use Google Analytics and other similar tools to gather valuable information and to stay ahead of the competition.
Ways to Improve Website Conversion Rate
After learning how to calculate the website conversion rate, we can now focus on the most crucial part; what steps to take to improve it? To achieve a better conversion rate, you should focus on attracting as many website users as possible and enticing them to take the predominant action your website promotes.
We’ve compiled a list of possible solutions that can help you improve your website conversion rate.
#1. Make a Dedicated Landing Page
If you’re using paid advertising such as Google Ads, Bing Ads, etc., you should direct your visitors to a specific landing page. There are several reasons to do so, but the most important is on-page SEO. If you’re going to pay to drive visitors to your site, you should direct them to a sales-oriented page.
#2. Run A/B Test
To run an A/B test, all you have to do is create two distinct versions of a website and split your traffic between them. Half of your traffic is sent to variant A, while the other half is directed to variant B.
You’ll need the assistance of CRO software to separate your traffic. There are some excellent tools to perform the A/B test if you’re serious about CRO. However, if you’re just getting started, here are some less expensive choices to try first:
- Unbounce
- Optimizely
- Google Optimize
- Visual Website Optimizer
Each of these testing solutions will enable you to compare multiple versions of your website or landing page to discover which one converts the best.
#3. Revamp Customer Support
Websites with a high conversion rate usually provide outstanding customer service. While offline support may not always be beneficial in terms of conversion, online support can become very effective. Ensure to include essential tips and FAQs on all the relevant pages so that users are not left in the dark. Also, consider building a knowledge base with answers and guidelines to assist people in locating the information they w
#4. Pick Compelling CTAs
CTAs (calls-to-action) are crucial in influencing the conversion rate. These short yet effective texts encourage visitors to perform a particular action. CTAs are usually one to three-word phrases such as “Buy Now,” “Read More,” “Subscribe,” “Join Us Live,” and so on. When a CTA is attractive, it leads to more impulsive actions, ultimately increasing your conversion rate.
#5. Make Your Website Mobile-Friendly
Optimizing your mobile site plays a pivotal role in reaching a significant portion of your target audience. Your efforts to improve your conversion rate will be useless if you only consider visitors using a desktop or laptop. As web usage on mobile has surpassed every other medium, your website must deliver an excellent user experience to all smartphones and tablets users.
#6. Add Genuine Customer Referrals
As a brand, once you establish a loyal customer base, you still have to do everything right to keep them contented and satisfied. This will motivate them to make a repeat purchase and urge them to spread the word about your business and advocate for it. Try to offer multiple incentives to these loyal customers, such as special discounts and memberships. Also, politely request them to leave a comment or a review for your company. When it comes to persuading people to convert, genuine customer referrals are still pretty successful.
Conclusion
Conversion rate is one of the most significant sales and marketing indicators. It tells you the actual percentage of visitors that are performing the actions you want them to perform.
We’re confident you’ll be able to improve your website conversion rate; now that you understand what it is and how to calculate it. Pay attention to these figures and follow the advice in this article. In no time, you will notice a positive and momentous improvement in your overall sales.
