How do you know if your campaigns are hitting their goals? How do you know if your website or landing page is getting customers to take the desired action that will bring them to the next stage of your campaign?
Your conversion rate is the closest measure of success. This number shows you how many people are taking a given action to help you meet your goals.
For example, you want visitors on your landing page to input their email to receive a PDF downloadable. That’s the “action.” When someone takes that action, they “convert” from a visitor to a lead. How many visitors are becoming leads? This tells you how successful that landing page is.
Another example might be making a sale on a sales page. The visitor or lead then “converts” into a customer once they’ve made a purchase. How many leads are becoming customers? This tells you how successful that sales page is.
So how do you calculate conversion rate? And what do your calculations mean for your conversion rate optimization efforts?
So let’s do some math to get the conversion rate. Take the number of people who took the “conversion action” and divide it by the total number of sessions or views.
Let’s look at sales on your sales page as an example. The goal of the page is for customers to make a purchase.
Your sales page gets 500 unique views. These are referred to as “sessions.” This can include the same visitor viewing more than once (so you could have 400 prospects with 500 unique views). Of those 500 views, you make 25 sales.
So you divide 25 (conversions) by 500 (sessions) and get 0.05. This means you have a 5% conversion rate for that sales page.
That may sound low, but that’s actually pretty good for a sales page rate. You can see what constitutes a “good” conversion rate here.
Let’s look at another quick example. The goal of your landing page is to collect emails in exchange for a lead magnet. Your landing page is currently converting at a rate of 3%. You have 10,000 unique views. How many emails are you getting? Multiply the number of views (10,000) by the conversion percent (0.03), and you’ll get the number of conversions you’ll end up with (300).
If you want to get more out of your sales page, then you’ll want a higher conversion rate. In the landing page example above, you’re only getting 300 emails for every 10,000 people that see your page. That’s not a huge return and you may not be getting the biggest bang for your buck on your acquisition costs of pulling those 10,000 people in the door.
If you learn how to improve this conversion rate, you can get more out of your investment with minimal extra cost or expenditure.
The higher the conversion rate, the more people are interacting with your business and taking those actions that bring your business to the next level.
The website conversion rate formula:
# of conversions
# of views/sessions
Where does your conversion rate calculation fall? Are your numbers hitting their goals? Calculate conversion rate now to get a starting point, so you can make adjustments most effectively moving forward.