Conversion is your websites ability to persuade visitors to take the action you want them to take. Depending on your industry it could be to fill out a survey, buy a product or make a phone call. While conversion rate isn't the only metric you want to take a look at, it does show what the overall grade your site is receiving.
While conversion rates vary by industry, and after some research, I found that an average of 2.4% seams to be the agreed upon norm. Most online entities focus on driving traffic to increase their sales but what they didn't realize is that they could have saved themselves a few bucks by paying close attention to what their website visitors were doing once they are actually logged on to their site.
Below you will find a comparison between two websites, lets call them Website A and Website B. Both sites sell widgets for $100 profit a piece and have the same number of visitors and have the same ad budget. The only difference between the two sites is that Website A has a conversion rate of 2.4% while Website B has a conversion rate of 10%.
| Website A | Website B | |
| Monthly Visitors | 10000 | 10000 |
| Advertising | $7,500 | $7,500 |
| Conversion Rate | 2.4% | 10% |
| Total Sales | 240 | 1000 |
| Cost Per Sale | $31.25 | $7.50 |
| Profit | $16,500 | $92,500 |
If you look at the number of sales of both Website A and Website B you will notice that Website B has over 4 times the amount of sales and over 5 times the amount of profit as Website A. You must pay attention to what your prospects do while they are on your site and adjust accordingly. Look at your ad copy, what keywords people are using to find your site, how traffic moves through your site, and even the colors you use in order to get the highest possible conversion rate.
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This is a great article it helps you understand the importance of conversion rates.