Is your website just a pretty place on the web, or does it actually work for you? Is one of the primary purposes of your site to attract potential customers and convert them into leads through a contact form, request a quote form, etc? If so you should know your conversion rate, track it on a regular basis, and make attempts to improve it.
A conversion rate, when speaking generally about a website, is they percentage of visitors who come to your site that complete whatever you are trying to get them to do. This is usually calling you, filling out a form, requesting a quote, purchasing something, downloading an ebook, etc. Conversion rates are looked at any level of marketing, from a strategic blog post, to a ad campaign, to a landing page; however, in this post we will be speaking about a general conversion rate for websites.
A sites conversion rate is should be the primary metrics looked at to measure success when doing any marketing initiatives that involve your website.
What is a Good Conversion Rate
Depending on what industry you are in you should expect to see a conversion rate of 1-10%. Now that is a big range, so here are some more specific numbers from a report by WordStream:
- Median – 2.35%
- Top 25% – 5.31%
- Top 10% – 11.45%
The purpose of this post is not to get into how to improve your conversion rate; instead, it is meant to show you if there is opportunity to increase it based on averages.
Finding Out Your Conversion Rate
Ideally, your conversion rate can be tracked through your Google Analytics. You must set up goals for the actions that you consider conversions. For 90% of businesses a conversion is a contact form submission, or a phone call. These actions can both be tracked in Google Analytics, but it needs to be set up.
STOP – If you do not have Google Analytics installed on your website, stop whatever you are doing and do it now. RIGHT NOW. It takes 2 minutes, seriously. Use this article from Google to help you.
If you have Google Analytics, but are not tracking goals, you can still figure out your conversion rate.
- GET CONVERSIONS – Take a 30 day time period, and figure out the total number of emails/ form submissions on your website. Also take in consideration how many phone calls you think came from people visiting your website (new customer calls). This will give you your total number of conversions.
- GET TRAFFIC – If you have Google Analytics installed on your website getting traffic will be easy. If you did not have installed before reading this (because you have obviously listened to me and installed it by now), then you need to either wait 30 days or go to your hosting provider and see if they can give you traffic numbers.
- GET YOUR CONVERSION RATE – Now you can divide your total number of conversions by your total traffic and get your conversion rate.
Is There Room For Improvement?
Now that you have your conversion rate you will want to do a few Google searches and see how you stack up against other websites in your industry.
Very often there is. The next thing do do definitely depends on your current situation, but may include a user experience audit. This is where you go through common user journeys and find things that can be improved.
IdeaZone Tip: Each important page on your website should have one primary goal. Whether it is filling out a form for a quote, signing up, or requesting a callback. There should be a clear call to action trying to get users to complete that goal.
In a different post we will go over how to take the next step and improve conversions. If you are interested in receiving a free website audit please click the link below. We will complete a one hour review of your site, and have a meeting to go over it, as well as answer any questions you might have. We will even buy the coffee!