Blog

We all talk about website conversion, but what do we really mean? In many cases, we mean different things! Are you measuring conversion of visitors to sales, or shopping cart completions, or perhaps just successful registrations.

When I talk about Website Conversion, I think about it in broad terms: Conversion is a measure of the effectiveness in getting website visitors to do what you want them to do on your site.

It doesn’t have to be transactional, but your goal could be to get visitors to register, open an account, get a quote or purchase products, or simply visit a certain page.

Whatever your particular goal, getting visitors to engage and follow a path to conversion is at the heart of driving value from your site. While most website teams track conversion, the diversity of potential factors which affect conversion (and its evil twin abandonment) make this a very hard process to manage. This blog hopes to change that by demystifying conversion and setting out practical tips and tricks you can use to improve your rates of conversion.