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What is Website Conversion? 4 Questions To Improve On-site Conversions

If you’re not familiar with the term “on-site conversion,” it may sound complicated. Once you understand what website conversion is, you realize that it’s actually a simple and useful metric used to measure and track how your website is performing relative to the conversion goals you set up in Google Analytics.  

What is website conversion?

A website conversion happens when someone completes the call to action on your website. Website conversion can be anything from buying a product, signing up for a website, newsletter, or scheduling a demo. Website conversion rate is the percentage of people who complete the action you specify. 

4 questions to determine your website conversion rate

Now that we understand
what an on-site conversion is, here are a three easy questions that can help you determine your website conversion:

  • How many people visited your website or online store?
  • How many of your visitors filled out a contact form?
  • How many new subscribers have you got?
  • How many made a purchase?

When you have those numbers, you’re just creating a ratio that helps you see how many potential customers performed the desired action and how well your website or store is performing. Watch the video below or keep reading to learn how to calculate website conversion rate:

Whiteboard Wednesday | What is On-Site Conversion?


Understanding website conversion for your eCommerce store

Think about website conversion rate this way: Imagine you own a store in a local shopping mall. On any given day, 100 people walk in to take a look around. Of those 100, two of them decide to make a purchase. You would have an in-store conversion rate of 2%.

Now think about that in the digital environment. If 100 people visit your website and two of them click on a CTA button on your landing page that takes them to a sign up for or a shopping cart, you have an on-site conversion rate of 2% (and you’d actually be doing pretty well).

That’s because most of us are pretty bad at guiding first-time visitors down the conversion funnel. We spend a lot of time thinking about how to establish our digital marketing campaigns to attract more website visitors through different advertising channels. Marketers dedicate their time to increase social media engagement with potential customers and gain exposure, SEO professionals set aside resources for home page optimization and a/b testing, while content marketing experts write comprehensive whitepapers and case studies to offer proof of quality. And that's just the tip of the iceberg.

However, we don’t spend nearly enough time focusing on how to interact with website visitors once they get to the checkout. As a result, instead of a good conversion rate, online retailers are faced with a high bounce rate and cart abandonment.

Not sold on just how beneficial website conversion rate optimization can be for your business? Let's illustrate it with some simple math. Let’s assume that every time someone makes a purchase from your site they spend $30. By improving your conversion rate, you can significantly impact your business without spending any more money to drive traffic to your site. 

Now that you know all about on-site conversion, it's time to focus on one type of on-site conversion critical to your long-term success: building an email list.




Website conversion rate FAQs


What is a good conversion rate for a website?

On average, a good conversion rate for a website is between 2 and 5%. The number varies depending on the industry and it is not uncommon to see, for example, that a conversion rate of an eCommerce shop is much lower than that of a finance or B2B business.


How to calculate website conversion rate?

To calculate website conversion rate, divide the number of goals within a specific time frame with the number of website visitors. Multiply the number you get with 100 and you will get a website conversion rate.


How to increase website conversion?

There are multiple ways to increase conversions and some of the most popular ones include:
  1. Doing A/B tests
  2. Defining a clear value proposition
  3. Setting up sales funnel
  4. Improving user experience and increasing trust
  5. Simplifying the buying process
  6. Offering proof of value (eg. testimonials, case studies)
  7. Enhancing website security
  8. Offering personalized incentives

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