Website conversion means that you inspire your visitor to take a desired action; such as sign up for a newsletter, request more information, or make a purchase while visiting your site.
The conversion rate is the percentage of website visitors who take that action.
It’s that simple. And that complicated.
Since your website is the ‘hub’ of your business marketing strategy, (if it isn’t, to read how and why that’s critical to your success: ‘Get Your Website Noticed’) You need to make sure it functions as a marketing tool to answer questions, engage visitors, provide education, and prompt them to act. It’s a business tool, and must be used to optimize your engagement with clients and prospects.
If your site’s not up-to-date, isn’t beautifully functional, or has less than ideal content, all you really have is an online brochure. A website needs to be a flexible, agile tool to which you constantly add new content – otherwise it may as well be a ‘placeholder’ on the internet.
How do you get your website visitors to take action?
Unless you’re selling Ferraris for the price of a Hyundai, it isn’t going to happen automatically, or probably even the first time they visit.