SEO Expert: John Vargo August 2, 2023

Conversion Rate: What it is and Why it Matters for Business

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Is Conversion Rate Considered to be an Important Metric?

Conversion rate is a critical metric used in business and marketing to measure the effectiveness of a website or marketing campaign in converting visitors into customers. In simple terms, conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.

How Do You Calculate Conversion Rate?

The formula used to calculate conversion rate is straightforward: divide the number of conversions by the total number of visitors and multiply by 100 to get a percentage. For example, if a website has 1,000 visitors and 100 of them make a purchase, the conversion rate would be 10%.

Conversion rate is an essential metric for any business because it directly impacts revenue and profitability. By improving conversion rate, businesses can increase the number of customers and sales without necessarily increasing website traffic or marketing spend. This is why conversion rate optimization (CRO) has become such a critical focus area for businesses looking to improve their online performance.

Read our article: 5 Conversion Tools We Love

How Do You Improve Conversion Rates?

CRO involves a range of techniques and strategies aimed at improving website design, user experience, and other factors that can influence conversion rate. By using data and analytics to identify areas of improvement, businesses can make targeted changes to their website and marketing campaigns to increase conversions and drive revenue growth.

There are many real-world examples of how companies have successfully improved their conversion rates through CRO. For example, Expedia increased its annual profit by $12 million simply by removing one field from its booking form, making the process faster and more user-friendly. Another example is HubSpot, which increased its conversion rate by 105% by A/B testing its landing page design and copy.

Improving website design and user experience is another critical aspect of CRO. By making it easier for visitors to navigate the site, find what they’re looking for, and complete the desired action, businesses can increase conversion rates and drive revenue growth. For example, Airbnb increased its conversion rate by 14% simply by improving the quality of its website images.

Data and statistics also provide valuable insights into the impact of CRO on business outcomes. According to a study by Econsultancy, companies that invest in CRO are twice as likely to see a significant increase in sales than those that don’t. Another study by Adobe found that businesses with the highest conversion rates have an average of 5 times more website pages than those with the lowest conversion rates, highlighting the importance of website design and user experience.

In summary, conversion rate is a critical metric for businesses looking to improve their online performance and drive revenue growth. By using CRO techniques such as A/B testing, improving website design and user experience, and analyzing data and analytics, businesses can increase conversion rates and achieve their business goals.

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