conversion-rate-optimizationWhen developing websites and inbound marketing campaigns, I get a common request. Clients want their websites to show up at the top of search engine results. Why? Because a top search engine ranking means more traffic to the website, of course.

But did you develop your company website simply to attract an audience, or is it more customers that you’re really after?

While increasing website traffic is certainly one of many important metrics to measure inbound marketing, perhaps a more important factor of the success of a business website is conversion rate. That is, how many leads and customers does your website generate?

What is conversion rate and why does it matter?

A website’s conversion rate is the percentage of the site’s visitors that perform a desired action, such as making a purchase, calling a telephone number, submitting an inquiry form or engaging with a live chat function.

Consider a company website that gets 1,000 visitors per month. Each month the company can attribute one new customer to the success of the website. That website has a 1% conversion rate, or 1 customer for every 1,000 visitors.

Conversion rate optimization is the method of using website analytics and user feedback to increase a website’s conversion rate. So, if the company made some simple changes to its website to improve its conversion rate, it could convert more customers from the same number of website visitors.

This infographic from DPFOC Canada offers some informative and helpful tips to help squeeze every last conversion out of the website traffic you already have.


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