What is the conversion rate of a website? The conversion rate is the amount of people visiting the site against how many people take the action the owner is hoping they take. Website conversion rates are calculated as a percentage of a visitor’s action. A visitor can perform a conversion by making a purchase, completing a form, or signing up for a mailing list. Micro conversions take a visitor a step closer to the end goal and are also known as micro-conversions. Examples of micro-conversions include subscribing to a newsletter or downloading an e-book.
A high conversion rate indicates a well-designed website with compelling copy, a compelling call to action, and an appealing design. On the other hand, a low conversion rate can be caused by various factors, including a slow page load time, a broken form, and a perceived lack of value in the offer.
If you’re measuring a conversion rate, you should look at it across multiple periods to accurately represent your website’s performance. A short measurement period is sufficient, but it’s better to measure for several months to see the impact on your business. A whole year of data would give solid numbers but might cost your business. If you’re evaluating the conversion rate of a small site, however, you can try to use a more extended period, such as a month.
When calculating a conversion rate, you should identify the conversion action the website visitor must take. A conversion may be a purchase, downloading an e-book, downloading a mobile app, or signing up for a free trial. An e-book’s conversion rate would be 2.5%, while a subscription to an online course would be 10%. A conversion rate is not just about customers but any key performance indicator for a website.
