The conversion rate is a metric that tells us the percentage of users who perform an action (i.e. convert) on our blog or website. Knowing our conversion rate will help us to know if we are doing well or not in our Inbound Marketing strategy.
This video will help explain the subject:
For example, on a hotel website, the conversion rate is defined as the percentage of visitors who have made a reservation on the website. Thus, if the website receives one thousand unique visitors per day and manages to capture 20 bookings in that period of time, it will have achieved a conversion rate of 2%.
This is one of the main metrics for evaluating the success of a website, as it directly affects the objective of the site, whether it is commercial or not. It is also a key metric to assess the performance of the website, because if a high percentage of visitors convert, it means that the user experience on the site is well designed towards a higher conversion.
To calculate the percentage of visitors who convert, we must make the following calculation:
Conversion ratio = number of conversions / website visits.
By conversion we mean the action we want the user to do on the site, whether it is booking, registering, downloading, sharing...
To improve the conversion rate, it is essential that we take care of the CTAs of our site. Calls to action are a key tool to lead your visitors to the action you want them to take. But don't force them to take too many steps. The conversion rate tends to decrease when users have to take more actions than they want to.
Also, optimize your site's conversion by eliminating the tedious registration process with an auto-registration from Facebook, Google or Twitter for better results.