What Is Your Website Conversion? [Examples]

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    What do your website visitors do when they come to your website? What happens when, after clicking on your link from Google, they get to your site and stop? What then?

    If Google is the person outside your website showing people to your door, then conversion marketing is the salesperson inside your site, ensuring that more visitors buy things.

    Your definition of conversion depends on your business goals and your website goals. If you own an e-commerce website, purchases and sales would be a specific goal, but, running a service industry, a blog, or a B2B website with advertising, you might consider these as key performance indicators:

    1. increased traffic
    2. reduced bounce-rate
    3. more calls from prospects
    4. downloading an e-book
    5. increased newsletter subscribers
    6. increased facebook fans (send traffic to Fan page)
    7. increased form submissions
    8. increased webinar sign-ups
    9. increased video views

    So what steps can we take to help with your website’s conversion?

    Typical conversion rates typically hover at 3%. So what can we do about the other 97% of visitors?

    Generally for All Websites:

    1. Multi-variate testing. Test your site’s content with various content and see which works.
    2. Web analytics – You can learn a lot from your web statistics. Be sure you are reviewing them at least weekly to find the sticky pages and the ones with high bounce rates (meaning they hit your site and boing! they leave it)
    3. Usability testing. Ask your customers, employees, or your friends (if they fall within your target market) to provide feedback on your website. You can even hire companies to review your site’s usability.


    1. One-time Coupons – Websites like Runa trigger immediate coupons to customers that are only valid for that session. The coupon will disappear if they leave and come back the next day.
    2. Simplify searches – 20% of online visitors prefer actually searches rather than searching categories. Even better, while searching, allow for autocompletes, the type you see in Google search.
    3. Improve your Buy Now and Add to Cart buttons. Make sure they are visible, big, and clear.
    4. Eliminate distractions from your checkout pages. Clarify what you need customers to do with a clear path to the final goal; purchase

    Informational Websites:

    1. Add testimonials. Flaunt what is great about your services by showcasing what others have said about them.
    2. Calls to action. Be sure you tell your visitors what to do. Never make them guess. Then repeat throughout the page.
    3. Don’t hide your phone number. We all hate hunting for the elusive phone number. How can you be trusted if you can’t pick up the phone for me?
    4. Move your calls to action to a prominent place. Your phone number, or whatever you want folks to do, should be front and center. Maybe not literally, but it should be very visible.
    5. Do you need a two-column or single-column layout? You can direct the user through a series of questions with a single layout as they flow down the screen. These are usually called Squeeze pages.
    6. Headlines. Make them bigger and more prominent so your users can separate content.

    Conversion marketing on the web is what we refer to as the steps we will do to drive more customers and sell their websites. User behavior is at the root of conversion marketing. What do users typically experience on your website and those crucial 3 seconds when they decide to either hit the ‘Back’ button or go further into your website?

    In what ways do you ensure conversions?

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    Christina Hawkins

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.

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