Website Conversion rate can be defined as the percentage of visitors who complete a desired action on the website during a time period. If they are engaging with your website in a valuable manner upon visiting, it converts them from visitors to leads. The desired action might be downloading an e-book, filling up a contact form, signing up for a free consultation, completing a purchase, subscribing to a newsletter, downloading a mobile app, or something else. It all depends on your web page’s primary goal. You can choose to measure the number of visitors who purchase your product, sign up for a newsletter or fill out a contact us form and calculate your website conversion rate.

Once you understand which conversion goals are important for your own business, optimizing for conversions would be much easier and you’ll start to see how well your site performs.

Why should we focus on website conversion rate and not the number of monthly visitors

  1. Analyze the behavior of your visitors – Measuring and focusing on the website conversion rate helps you to analyze the on-site behavior of your visitors. It will give you a better idea whether you are able to tap into the minds of your visitors.
  2. Learn more about your customers – Calculating the website conversion rate can help you develop insights about your customers and think of ways to address their multiple pain points. 
  3. Gain an understanding of the customer’s perception – Focusing on the website conversion rate helps you gain a better understanding of the perceptions that customers have of your brand, products, or services. For every business, it’s important to analyze how your customers perceive your products and services and what drives them to choose you. 
  4. Gather important data and analytics When you focus on website conversion rate instead of increasing traffic to your website, you gather both qualitative and quantitative data on all stages of the buyer’s journey. You can also study the main sources from where the traffic is getting converted such as google ads, social media etc. 
  5. Provide customers what they want – If you have a website dealing with various different products, by focusing on website conversion rate, you can find out which products are hot selling or which product categories convert the maximum percent of prospects into paying customers. Also you can find ways to offer the best experience to your customers and visitors by improving the content, architecture, and structure of  your website. 
  6. Improve your website – With all the information and data you gather, you can update your site or improve your website to deliver a smooth customer experience. By regularly testing alternative versions such as content, video, and images, among other mediums, you can understand how your audience is converting. 
  7. Track ROI Do you know how much it exactly costs you to turn each client into a lead? The same can be answered by using conversion tracking. Tracking website conversion rate can help you analyze what you’re getting back from all your marketing efforts. It helps you analyze your site’s business results and compare it with the costs you have spent because you are paying a price for each click. So tracking conversions helps you track the final ROI of each campaign. 
  8. Improve campaign efforts and get more qualified leads  If you are never tracking conversion, you would not come to know which one of your strategies is hitting the mark. Tracking the conversion and measuring the conversion rate at the end can drastically help improve campaign efforts, get more qualified leads and eventually produce profitable revenue for your company. 


Conversion is the key element in all your paid marketing strategies and overall marketing efforts. Measuring and tracking the conversion rate from time to time is important to maximize every cent of your marketing spend.