How To Improve Conversion Rates

What is a conversion?

A conversion, in terms of digital marketing, is when a website visitor takes a desired action on your website. The desired action could be filling out a form, making a purchase, downloading an app etc. You many even define several different conversion goals for the same web page. A conversion is what separates a random visitor from someone who expresses interest in a product or service.

What is a conversion rate?

A conversion rate is the percentage of visitors who take the desired conversion action. It can be calculated by dividing the number of conversions by the total number of website visitors and multiplying by 100. A high conversion rate implies a successful digital marketing campaign.

What is considered a good conversion rate?

According to Wordstream the average conversion rate is a shallow 2.35% with the top 10% attaining a conversion rates of 11.45% or higher. These numbers can vary by industry. Adoric also puts average rates between 2-5% and gives us this industry analysis:

What is the average conversion rate on Facebook?

The average conversion rate for Facebook Ads across industries is 9.21%. Instapage provides a nice graphic for rates according to industry:

How to optimize conversion rates?

In general there are two ways to improve conversion rates - Changing your offer and Changing your landing page.

Optimizing your offer is usually the first step because no matter how snazzy your landing page is, if you are asking to much or giving too little it can be hard to convert even with a fully optimized landing page. You should offer something truly irresistible that visitors will want to get.

Optimizing your landing page includes making incremental tweaks to the flow, design, wording etc. and testing each page in what is known as A/B testing. The pages that preform better are kept and further tweaked while the less successful ones are discontinued. When making those incremental changes you can use intuition or follow a list such as this one.