Page conversions are only really valuable if they help to deliver goal conversions. Consider the visitor who clicks on the sign-up-to-newsletter link on a landing page but does not the submit their details.What is a “Conversion Rate”?
When people talk about “conversion rate” they usually mean the ratio of visitors who achieve a goal against the number of website visitors in total. If 5 visitors out of every 100 sign-up for your newsletter you have a 5% conversion rate for your ‘sign-up to newsletter’ goal. We’re going to be pedantic here but this is important! When people talk about their “website conversion rate” they are actually talking about their website goals conversion rate. The concept of “conversion rate” can only be meaningfully applied to a single defined action (or goal) and a typical website usually has more than one goal. The average website goals conversion rate (for paid conversions) across all industries is around 1-2% which is pitifully low. It’s the equivalent of letting 98% of your visitors walk away empty-handed!
