Conversion Rate, Not Just Dollars to Euros

Conversions and Conversion Rate may be a foreign term to you, but all of us have performed a conversion even if we didn’t know we did.  Conversions in website analytics refer to specific actions that a visitor takes on a website that indicate a desired outcome or goal.

These actions can vary widely depending on a website's purpose, but common examples include:

• Purchases: For e-commerce websites, conversions might be completed orders or purchases.
• Form Submissions: For websites that require user input, conversions could be form submissions (e.g., contact forms, sign-up forms).
• Downloads: If your website offers downloadable content, conversions might be the number of downloads.
• Clicks on Call-to-Action Buttons: Conversions can also be clicks on specific buttons that encourage a desired action (e.g., "Learn More," "Subscribe").
• Page Views: In some cases, simply viewing a specific page might be considered a conversion, especially if it's a high-value page (e.g., a product page, a landing page).

Conversion rate is calculated by dividing the number of conversions by the total number of visitors. A high conversion rate indicates that your website is effectively guiding visitors toward your desired actions.

For an e-commerce site a conversion might look like this:

1. Visitor arrives: A user lands on the website's homepage or product listing page.
2. Browses products: The visitor explores the site, looking at different product categories, using search filters, or viewing product details.
3. Adds to cart: The visitor finds a product they like and adds it to their shopping cart.
4. Continues shopping: The visitor may continue browsing or add more products to their cart.
5. Goes to checkout: When ready to purchase, the visitor clicks on the "Checkout" or "Cart" button.
6. Provides shipping information: The visitor enters their shipping address, contact information, and shipping method.
7. Selects payment method: The visitor chooses their preferred payment method (e.g., credit card, PayPal).
8. Reviews order: The visitor reviews their order details, including the total cost, shipping charges, and taxes.
9. Completes purchase: The visitor clicks the "Place Order" or similar button to finalize their purchase.

For a government site a typical conversion scenario might look like this:

1. Visitor arrives: A user lands on the website's homepage or a specific page related to their needs (e.g., applying for a permit, finding government services).
2. Navigates website: The visitor explores the site's navigation menus or uses the search bar to find the information or service they need.
3. Finds relevant information: The visitor locates the page or document containing the information or application they're looking for.
4. Downloads or accesses information: The visitor downloads a PDF, fills out an online form, or accesses a document online.
5. Completes action: If the visitor is required to take further action (e.g., submitting a form, paying a fee), they complete the necessary steps.

Depending on the government websites purpose a conversion could also be:

1. Signing up for a newsletter: This indicates interest in the website's content or services.
2. Contacting the agency: This shows that the visitor is seeking assistance or information.
3. Viewing a specific page: If the page is related to a high-value service or information, simply viewing it could be considered a conversion.

Here are some common reasons why your website might not be converting as well as you'd like:

User Experience Issues:

• Poor website design: A cluttered, confusing, or visually unappealing design can deter visitors.
• Slow load times: Users are impatient and may leave if your site takes too long to load.
• Complex navigation: A difficult-to-navigate website can frustrate users and make it hard to find what they're looking for.  This includes broken links.  As important as navigation is, any break in that movement is problem. 
• Mobile optimization: If your website isn't optimized for mobile devices, you could be losing a significant portion of your potential audience.
• Stale content:  If your website contains old information the audience could potentially abandon your website altogether.

Content Issues:

• Irrelevant or low-quality content: If your content doesn't match the needs and interests of your target audience, they're less likely to convert.
• Lack of calls to action (CTAs): Clear and compelling CTAs are essential for guiding visitors toward conversion.
• Insufficient product or service information: Visitors need detailed information to make informed decisions.

Technical Issues:

• Broken links: Broken links can disrupt the user experience and lead to lost conversions.
• SEO problems: If your website isn't optimized for search engines, it may not be appearing in relevant search results.
• Payment processing issues: If your payment gateway is unreliable or difficult to use, it can deter potential customers.

Marketing Issues:

• Incorrect targeting: If you're targeting the wrong audience, you won't see high conversion rates.
• Ineffective marketing campaigns: Your marketing efforts may not be reaching the right people or delivering the right message.
• Lack of trust: If visitors don't trust your brand or website, they're less likely to convert.

Understanding what a visitor wants and cares about on your website is the foundation of better conversion rates.  How is the visitor interacting with your website and how can you improve on their experience?  How does the mission of your website meet the needs of what the visitor is looking for?

• Define website goals and turn those into conversions
• Optimize the layout of top pages
• Make CTA buttons stand out
• Optimize forms
• Improve page load time
• Remove unnecessary distractions