What is Conversion Rate?

Definition: The conversion rate is the percentage of visitors who convert— i.e. take the desired action, such as making a purchase from your site or signing up for your newsletter (see Conversion). Conversion rates are calculated by the number of conversions divided by the number of visitors. For example, if you send your email newsletter to 100 people and 42 of them open it, your conversion rate for that particular action is 42%.

How can I raise my conversion rate?

First you should make sure you have a clear idea of whom you are trying to convert and to what action specifically— remember, conversion can mean many things, not just making a sale. In general, the following can help increase all types of conversions:

  • Clarity. Whether an easy-to-navigate website, a clear call to action, or a well-written email, you’ll get more conversions by keeping everything easy to follow and understand.
  • Good design. This is related to clarity, but also includes the attractiveness of your website, mobile-friendliness, etc.
  • Authority and trust. If the customer trusts your website and your information, they see you as an authority and are more likely to follow your calls to action. Trust can be built by including accurate information and good site security.
  • The AIDA strategy. AIDA stands for Awareness, Interest, Desire, Action and represents the states of a conversion in progress. Knowledge of the AIDA model can help you develop your visitors’ awareness, capture their interest, give them the desire for your product, and in turn cause them to take action.

See also:

Conversion

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