What Are Conversions and Why Do They Matter?
It’s easy to get sucked into marketing jargon and hear words and phrases without actually realizing what they mean or the nuances behind them. “Conversion” is one of those words that it’s easy to gloss over. You’ve probably heard it before, you’ve probably seen it in your analytics reports, and you probably understand the gist of it. But it’s one of the most important website metrics you have, and it’s vital you understand what it means and why it’s important.
Start with a purpose.
It’s not enough to just have a website and for your information to be out there. Every website needs a purpose. You want your website visitors to have an endgame, and that endgame is a conversion. When Farmore or another marketing agency asks you what the main goal of your website is, you should be able to tell them without hesitation. Some examples of common conversion goals are as follows:
- Complete a form
- Visit a specific page
- Visit another website
- Watch a video
- Make a purchase
- Email or call
Think about microconversions.
The number one goal you want to accomplish with your website is a macroconversion. But you may have other, secondary goals as well, and those are called microconversions. So once you have a macroconversion in mind, you need to consider some microconversions as well. Perhaps your main goal is for a visitor to complete a form and get a quote, but you also would like them to subscribe to your newsletter and watch a video about your product. How many microconversions you have are up to you, your company goals, and your website’s setup. Conversions really represent what, to you, would be considered success.
Clear a path.
Once you have specific conversions in mind, you need to make sure there’s a clear path for visitors to achieve them. Think through the path you might take if you were visiting—which pages you would visit and what you would search for or look at before you convert. Maybe you need to make things more clear for visitors. Maybe you need to change your navigation or your color scheme to draw attention to the important things. Thinking about conversions can change your entire perspective of your site’s layout.
After you have determined what your conversion goals are, make sure you’re tracking them. Google Analytics or any other sort of analytics program is not going to automatically know your conversions, so this does have to be manually setup. Most analytics programs make it easy to setup goals. Don’t forget about your microconversions when you’re setting them up. You should even be able to name the conversion goals so you can keep track of multiples. If you’re new to analytics, be sure to check out our blog on Google Analytics basics.
Understand conversion rate.
Conversion rate is one of the primary metrics you should attempt to increase over the course of your website’s life. Conversion rate is simply the percent of your website visitors who convert—or achieve one of your set goals. If you’re just now setting up your conversion goals, get a baseline and start watching, month over month, to see how your conversion rate is faring. Knowing your conversion rate will go far in answering the question of whether your website is accomplishing its purpose. Are visitors filling out that form? Are they contacting you? How many of your visitors don’t convert, and why?
At Farmore, we see websites all the time that aren’t functioning to their full potential, and conversion rate is one of the ways we measure that. Maximize your website’s capabilities by understanding conversions, setting conversions, and making a clear path for your visitors. Contact us to learn more about setting conversion goals for your website.
About the author
I'm Autumn Nicholson. I earned my Bachelor’s degree in English and took the first editing job I could find, at a marketing company in South Carolina, and have been in the digital marketing field ever since. I'm passionate about high-quality content, impeccable grammar, and cute shoes. You can connect with me here: