What does conversion mean in marketing? 4 easy ways to improve your conversion rates

When it comes to running a business or growing your business online, the marketing side provides a rather steep learning curve.

There are lots of new terms to understand and metrics to keep track of, but probably the most important of them all is your conversion.

In marketing, your conversion is everything. It lets you know you’re on the right track and drives your business to success. It can also be quite complex to understand.

In this article, we’re going to be discussing conversion, when it happens, how to keep track of it, and the best ways to improve it.

When Does a Conversion Happen?

Put simply, a conversion happens when someone completes the desired goal due to your marketing efforts.

Typically, the goal is a purchase of some type, but a successful conversion can be anything from lead generation and form completion, to simply acquiring their email address or visits to a specific page.

If you ever want to properly track your marketing conversions, it’s important to make sure that you have a clearly defined goal set in place.

What Is Conversion Rate?

Your conversion rate reveals the success of your marketing and advertising efforts in a numerical form.

It’s easy to calculate and is incredibly important to track. There are several online calculators to help monitor your conversion rates and provide insight into the strategies that are working.

Regardless of the goal you’ve set in mind, calculating your conversion rate is as simple as dividing the number of conversions you receive by the total number of visitors and then multiply it by 100%. The percentage, is your conversion rate.

4 Ways to Improve Your Conversion Rates

Conversion rates between 2-4% tend to be average, and while this seems low, it can be a difficult number to achieve. When your website is receiving tens- or hundreds-of-thousands of views, keeping a high conversion rate can be difficult.

However, employing strategies that are known to be successful can help tremendously. Some of these strategies include: 

1.   Add a pop-up to your website

Believe it or not, pop-ups can be extremely effective for boosting your conversion rate. However, many people understandably worry about seeming too “spammy” by including one on their website.

That’s why it’s important to focus on ways that yours can add value to the visitor’s life. Instead of annoying your guest, ensure your popup is optimised by studying its timing, the way it looks on mobile, and the purpose it serves.

Email newsletter popups are among the most successful.

2.   Include live chat

Live chat support is hugely beneficial to include on your website, and it can boost your conversion rates by more than 45%! This is because the value of talking to another human being in today’s world is priceless, and research proves it could be one of the best ways to spend your time and resources.

Live chat works because it’s convenient. It’s so much easier to ask another human a question than to try and find the answer yourself. And research shows that convenience is one of the most important benefits a business can offer.

3.   Ensure you are optimised for mobile

Making sure that your website is optimised for mobile is imperative to success online today. Everyone has a smartphone, and everyone is using it to browse the Internet. Mobile users make up more than half of all Internet traffic, and that number is only growing by the year.

Some of the best ways to make sure that your website is optimised for mobile are to include on-page recommendations, guide them through the purchasing process, and use lots of product images.

4.   Make Your Testimonials Visible

Curious people love hearing from those who have already had the experience. They want to know if it’s worth their time and money.

This is why testimonials should be displayed proudly; they are like literal gold. More than 90% of customers seek out online reviews, so showing yours in an easy-to-locate place can greatly contribute to increased purchasing decisions.

When people are able to view genuine testimonials, it's almost as good as being recommended by a friend. Potential customers feel at ease seeing others in a similar situation have had a great experience. A lot of people underestimate the power of testimonials, but they are more essential than ever before.

As the online space grows and your niche becomes more competitive, your testimonials can set you apart from the competition. 

Looking for more ways to grow your business online? Here's 10 creative marketing ideas to increase your sales. 

Need a Business Coach to help you grow online? Find out more about Rachel Crocker here