The second Web metric category is conversion rate. A simple definition of conversion rate is the percentage of visitors to your website that complete a desired goal out of the total number of visitors. If you want your website to be effective and convert as many people as possible, you need to pay attention to the conversion rate and analyze your pages on a regular basis (Talley, 2020). A high conversion rate is a great indicator of marketing success and web design and it demonstrates that people want what you are offering, and they are buying. A basic question may be what is a good conversion rate? A summary of many industries finds the average landing page conversion rate about 2.5% with top performers coming in at over 5.3%. The top 10% in conversion rate are average 11.45 and above (What’s a Good Conversion Rate? (It’s Higher Than You Think), 2020). Google Analytics is not surprisingly used as the standard reference states that sales transactions are divided by visits. In other words, a ratio of one transaction to every ten sessions would be expressed as an Ecommerce Conversion Rate of 10% (Chaffey, 2021). Conversion rates are great measuring stick for your website’s landing page. If you do not have a high conversion rate across your website, then your site probably is not providing a user experience that encourages conversions. 

These should matter to marketing managers because they should go look beyond conversion rates to segment conversion by different types of visitor to get a better measure for their purposes (Dowhan, 2018). Desktop computers still lead over mobile phone devices in conversion rate and can be split out from the numbers, but it still comes down to overall conversions. Another part of conversion rate is by what channel are visitors coming to your website such as, direct, email, organic search, paid search, referral, social, and display (social and display show much lower rates than the others (Lauckner, 2020). Heatmap tools such as Hotjar and Crazyleg can provide you with data or maps of what users are interacting with the most on your website. Coupled with web traffic analytics from Google Analytics, you can see which pages on your site are working and what ones need work. Armed with that knowledge, you can start tweaking elements on those pages one at a time to make them more effective (Pickell, 2019). Edit and test one page element at a time is the best way to get the clearest results and data. It is suggested to take it slow and over time, you will see measurable results in your overall conversion rate. At the bottom-of-funnel, the conversion rate would be the customer (Kaushik, 2010). By optimizing for conversions at every phase of the buyer’s browsing, you can maximize your website’s potential and help shorten your sales cycle. If you notice your landing page has a high bounce rate, meaning users quickly leave it without taking any action, then you may need to adjust the content on the page to make it more relevant (Crestodina, 2016). You may also need to adjust the audience you are reaching if you are using the landing page in a digital ad campaign (SEO Trade News, 2019). There are many different measures to gauge the conversion rates of your landing page and by monitoring these measures and adjusting your landing page, you can improve your conversion rate.

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