What is A Conversion Rate?

By definition, conversion means, “to alter a state of something, to change from one form to another.” In the context of business, the term “conversion rate” is frequently used and represents the percentage of people who take the desired action – in business this usually means seeing a prospective customer take a step forward in the sales process or converting into an active customer.

As most businesses know and understand, there can be several small steps in between the initial engagement with a potential customer and the eventual goal of achieving a full business relationship. Some of these initial conversion steps may be actions such as getting an appointment, getting a customer to click a link, receiving a contact email, sending a quote out, and so on. The conversion rate is often the telltale sign of a customer’s interest level in your company. Good business is learning how to convert your prospects into clients.

How Does Conversion Rate Affect Your Business?

By most standards, the longer amount of time a potential customer spends on your website, the more likely they are to perform initial conversion steps and become a paying customer. However, before you can get them to the point of conversion, you first need to capture their attention.

The first step to helping the conversion process is having a great website that attracts attention and answers the basic needs and questions of the potential customer. If you meet people’s needs and  answer their questions, they will begin to trust you. And the fundamental truth of business is that more people will buy into a business if they can trust you. Typically, having a good website design and good content are the first steps to most “buy in” moments of trust. If people aren’t spending time on your site, then it is probably a good indicator that people don’t fully trust you and you probably need to rethink the way you are presenting your business.

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How Do You Evaluate Conversion Rates?

To truly know how your site is doing on conversion, you need to have some goals set. For most websites, the common goals would be to have a potential customer perform a “Sales Action.” A sales action is simply a next step that you present to your customers if they are interested. Some of these sales actions may include: a call to your office, sending you an email or filling out a contact form. These are all trackable aspects of a website. The key to getting your clients to perform these sales actions is to directly and gently present them an action to complete. This is normally called a “Call To Action.” Great websites help to present practical call-to-actions throughout their website to help draw people into the sales cycle. 

Another key is knowing how much time a potential customer is spending on your website. This means keeping track of how people are accessing your site and how much time they spend on your website or a certain page of your site. A great way to calculate the impact and success of your website is to take the total amount of visitors you receive in a month and divide that by the amount of your conversions goals or sales actions (phone calls, emails, contact forms filled out, etc). For example, if 100 people reached your site and only 10 of those people called or emailed you, that would be a 10% conversion rate. On most websites, and depending on the field of business, the conversion rate will be between 3% to 5%. This is considered to be successful. However, if your website is attracting the right types of prospects, capturing their attention, and funneling them to contact you, then your conversion rate could be much higher.

How To Improve Your Conversion Rates

Here are a few easy ways we improve your conversion rates:

  • Make Sure You Are Visible – Before anyone will ever have the chance to evaluate your business and convert to a customer, they first have to find you. This means improving your SEO and working hard to keep your site high in the search results.
  • Building A Website That Demands Attention – We take an evaluation of your website. Just like you wouldn’t expect to trust a doctor that keeps a messy operating room, you can’t expect your customers to trust you if your website belongs in the dark ages. A sharp looking website that catches the eye quickly proves the point that you take your customers seriously.
  • Give The Right Information – If you provide the right answers to the right questions, you will find yourself on the receiving end of a lot of happy customers. You need to consider your website as an extension of who you are as a business. Show excellence, show personality, and show that you’re trustworthy. Make sure your content is accurate and spunky.
  • Keep A Close Eye On Your Analytics – If your target customers aren’t calling you, then we need to make adjustments. However, don’t wait until it’s too late. If you notice a dip in your numbers, it’s always wise to make small updates and rethink your strategy.
  • Make Sure Your Call-to-Action Is Obvious – We want customers to contact you, so we make sure that this information is easy to find and easy to use. Also, we make sure to be clear and up-front about what your company does or does not do. This will help to separate and filter the customers you want or do not want.
  • Be Sure Your Website Is Mobile Friendly – If your customers can’t access your site on their phone or tablet, then your chances of earning their business is significantly impacted. Starting in 2016, Google is also beginning to penalize sites without this ability. We make sure your site can be viewed on the latest mobile devices.

Get Our Help

At eXpect3, our job is to help present our clients in the right way with the right message to convert prospects into clients. If your conversion rate needs a lift, let us help you by gently analyzing your business and giving you some recommended solutions. Contact us online or give us a call today by calling (918) 379-9400.