The Importance of Website Conversion |
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Many companies make the mistake of spending money in areas where it's not necessary. Take, for example, companies pumping internet marketing dollars into increasing traffic on the website. It's great to get more traffic, but that is just the first step. Now you need that traffic to do something. Website Conversion Defined The percentage of total visitors who come to the website, follow through after clicking on the company's desired point of action (POA) and submit information, download a demo, make a purchase, etc. is the definition of website conversion. In an e-commerce application, multiple visitors will add items to their shopping carts, but a smaller percentage will actually make the purchase. The percentage of visitors that completes the transaction signifies the conversion rate for the website. In a lead-generating application, multiple visitors will follow a path that you desire for them to follow (at first), but will not complete the form, download, etc. The percentage that does signifies the conversion rate. In order to boost the website conversion rate, companies need to determine why potential customers drop out at certain points in the process and eliminate these roadblocks in order to increase sales. Clearly defined POAs, intuitive navigation, and simple checkout processes all make it easier for potential customers to buy, contact, download, or whatever else it is that you want them to do that will lead to a sale. |
