Why “Conversion Rate” Isn’t the Answer to All Your Problems
1. Not All Visits to Your Site Have the Potential to Convert
When we focus on a headline conversion number, we’re acting as if every visit to our site is a potential sale. While this may be true for a specific PPC landing page, it is extremely rare for an entire site. Visitors may be checking the status of their orders, looking for your phone number, looking at your ‘careers’ page, grabbing a link to send to a friend, or performing any number of other tasks.
2. Making Your Site More Engaging May Reduce Your Conversion Rate
We’re pretending that every visit to our site is a potential sale when we focus on a headline conversion number. While this may be true for a single PPC landing page, it is extremely rare for an entire website to be true. Visitors may be checking the status of their orders, looking for your phone number, looking at your ‘careers’ page, grabbing a link to email to a friend, or performing any of a variety of other tasks.
3. Conversion Rates Vary Wildly Based On Visitor Type
A new visitor to your site who has never purchased from you before is far less likely to do so than an existing, loyal customer. A very loyal customer and frequent visitor, on the other hand, is far less likely to be persuaded to make a purchase due to minor conversion tweaks.
How To Use Conversion Rates In a More Meaningful Way?
Despite all of these drawbacks, conversion is a highly effective tool. Here are some pointers to help you better understand conversion and take action to improve your results.
Always consider the following numbers in addition to overall conversion rates:
Remember that a large drop in visitors combined with a more gradual drop in sales can result in an increase in conversion rate.
Use it for very specific tasks:
Building individual landing pages around conversion really works.
Putting together an email with conversion in mind really works.
Break your conversion rate down by channel:
In general, “acquisition” channels such as non-brand pay-per-click convert at a much lower rate than your average site. Individually improving those rates will save you far more money than treating them as part of a larger ‘overall conversion’ figure. Separate your channels, determine which you can influence through conversion optimization, and concentrate on those rather than your headline conversion rate.
Break conversion rate down by visitor type:
Keep in mind that new visitors are far more likely to be affected by minor site changes than returning visitors. Brand, service, product quality, delivery, and other factors influence your existing customers.
Break it down by task:
Treat each of your site’s key conversion tasks separately (for example, sales, customer support inquiries, leads, and account top-ups). If they’re important to you, separate them from one another and track their progress separately to improve their rates.
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