The conversion rate on your website is defined by the percentage of all of the visitors to your website that performs a specific action. This could be downloading an item, signing up for your email list, making a purchase, or contacting you for more information about your products or services. The percentage of people who perform this action can be very different from product to product or page.
What this means is that it’s very difficult to nail down a concrete answer for what an average conversion rate is so you can see how you stack up to your competition. Maybe you run ads on Facebook and get 1,000 visitors to your site. Out of these 1,000 visitors, 20 people made a purchase or performed their desired action. Your conversion rate would be 2%. Your goal is to increase this rate, and we’ll explain how below.
Finding Your Business’s Conversion Rate
Google says that your conversion rate gets calculated by dividing the number of conversions you get by the number of ad interactions you had over a set period. So, if you decided to run an ad campaign, you’d block this time period off to find your exact conversion rate. If you had 1,000 ad interactions during your campaign with 50 conversions, your conversion rate would be 5%.
If you have several goals in mind instead of just one, you’ll have to track all of them separately and then track all of them together. For example, let’s say that you want to sell a new product to your customer, like a new hat brand. The main goal of this campaign is to sell your hats, but you also want more people to sign up for your email list. To calculate each one, you’ll have to:
- Shopper Conversions – Total number of unique visitors divided by the number of new customers
- Email Subscriber Conversion – Total number of unique visitors divided by the number of new subscribers
- Total Conversion – Total number of unique visitors with any type of conversion
The Average Conversion Rate for Websites
The average conversion rate will depend largely on a number of outside factors, including what you use to target your prospective audience, the competition rate, and your niche. However, the average conversion rate ranges from 1% to 3%. So, the majority of people who visit your website won’t perform whatever action you want them to. This is normal because people can click on your site and browse with no intention to buy anything.
Even though this average conversion rate sounds low, it’s not bad. Think of it this way. If your website had 100,000 people visit it with a 3% conversion rate, this means that roughly 3,000 people made a purchase of some type. The goal you want to achieve is to increase both items, but you want to keep your expectations realistic. It’s not going to be possible to get a 100% conversion rate, and even aiming for 50% is almost impossibly high. However, there are things you can do to make your conversion rate hit the double digits.
Understanding a Good Website Conversion Rate
If you’re wondering what a good website conversion rate is, you’ll find that it’s not much higher than the average percentage. Generally speaking, a good website conversion rate is between 2% and 5%. However, even a 0.5% jump can be a huge deal in terms of profits. So, if you want to improve your conversion rate by even 0.5%, you can take a look at the following tips.
Tips to Improve Your Website’s Conversion Rate
Improving your conversion rate will be an ongoing process, but there are several things you can try to jumpstart the process.
- Personalize Your Offers
Most shoppers expect personalization when they click on a website, and you can use forms, cookies, and other items to gather this information. For example, say you sell shoes, furniture, and sporting equipment. A person will search for the best shoes and land on your site. While you do sell shoes, you also have a huge banner that advertises a furniture discount. Since the ad isn’t personalized, the person may not convert. You’d add a discount related to shoes to help pique the person’s interest.
- Don’t Forget Cart Abandonment
Cart abandonment is when someone lands on your website, picks a product, adds it to the cart, but leaves before buying it. You have to identify why people abandon their carts, and possible reasons include having to create an account, hidden costs, website crashes, or slow delivery. Making the process easier, adding an SSL certificate, and avoiding tacking on additional costs can help prevent this from happening.
Contact Six Degrees Digital Media Today
If you want to improve your conversion rate but don’t know where to start, contact us. Our staff is ready to schedule a consultation, identify your problem areas, and help increase your conversion rate.
