What Is Website Conversion & What It Tells You About Your Visitors

When running an online business, it is essential to understand what each website conversion is telling you about your visitors. Conversions are made up of metrics measured by percentages and averages, such as orders completed, click-through rates, and subscriptions. Understanding what these rates tell you about your customers will give you insight into how to attract your target audience and promote them to engage with your site.  

Increasing website conversions starts with understanding your visitors. Obtaining information on your users is key; discover what drives them to your website or products and find what hooks them, prompting them to take action or make a conversion. Understanding what happens before the conversion will allow you to optimize your website and user experience. 


What Is Website Conversion? 

Product and service websites are created to help generate business. A website conversion is when a visitor completes a desired action on your website. 


Calculating Website Conversion 

To calculate your website’s conversion rate, take the number of conversions (desired actions taken) and divide it by the total number of site visitors. Multiply this number by 100 to receive a conversion rate. 

Website Conversion

What Your Conversion Rate Says About Your Site

The conversion rate of your website can vary depending on the following: 

  • The industry you’re in
  • Audience demographics
  • Conversion goals – checkout completions, ad clicks, subscriptions, etc.

A good conversion rate ranges from 2% to 5%, depending on the above factors. You can find a benchmark for your industry by looking at what your competitors are achieving. To increase the success of your website, it is essential to understand what is happening when users visit your site and how you can improve their experience. 


What Can Influence the Conversion Rate?

The user experience can dramatically affect your conversion rate. If your website is not functioning properly, your bounce rate will increase. Conversion rate influences can include: 

  • Technical issues
  • Landing page quality (loading speed, design quality, reliability, security, navigation, etc.)
  • Other characteristics (device, location, platform, language) 
  • Traffic source 
  • Call To action (promotion position and design)
  • Level of brand awareness
  • Buyer habits
  • Buyers demographics 
  • Brand communications
  • Tone of voice# 


Why Should I Measure Website Conversion? 

Your website conversion rate can tell you a lot about the user experience as well as insight into the ways you can optimize your site. Here is why measuring your website is important: 


Understanding Your Visitors

Finding out what your visitors want from your business can help you design your page to appeal to them. Ensure the influences listed above are not the reason customers are leaving your website, and ensure each page is optimized to promote actions and conversions. Here are some examples of what your conversion rate can tell you about your website and how to improve the user experience. 

  • Low conversion rate on a product page: This information can tell you that you may need to improve the appearance and information provided on these pages. Clarify what product you are selling and the benefits it offers. Ensure you don’t use stock images and that professional photos showcase the product. 
  • A high conversion rate on a home page: If your visitors are interacting with your home page, this shows that your call to action successfully intrigues visitors to take action. 


Understanding The User Experience 

Discovering how each visitor experiences your site will allow you to prioritize changes in certain areas to improve the user experience and generate more sales. The conversion rate can help you understand where your website needs improvement and where you are succeeding. 

  • A low conversion rate can show that the user experience is poor and indicates that you need to discover where your website is failing to give visitors a positive experience.
  • A high conversion rate can indicate that your website is giving users a successful experience. As a result, you can understand what you are doing right and replicate your methods on other parts of your website. 


In conclusion, understanding your website conversion can provide insight into your users and their experience. This will help you understand the areas of your website that are doing well and the areas that need adjustment. Understanding your target audience and what appeals to them is essential to increase your conversion rate and generate more sales.


The Lead Revealer Warm Lead Solution – See Who’s on your Website

Even the world’s best performing B2B websites have a 92-95% bounce rate and, because of this, top companies don’t just sit and wait for inquiries. Instead, they actively reach out to their website visitors.

Lead Revealer is expert in website visitor identification. We show you which businesses are engaging with your website in real time, even if the visitor hasn’t inquired. We provide you with the name of the business, details of the pages they’re viewing and accurate contact details. This enables you to reach out before your prospect moves on to your competitors!

Checkout our interactive video to learn more.


Website Conversion FAQs

Yes. Statistics show that adding a chatbot to your website can increase your conversion rates from 10-100%. This can vary based on industry, product, content, the type of chatbot and how personalised the message is to the viewer. For example, if the chatbot pops open with a product specific message when the user views that product, this will convert higher than a generic message.

Feel free to inquire about our IP chatbot which can identify the users business name and industry for ultra personalized messaging.

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