A conversion rate measures how many website visitors have completed a desired action. The purpose of a conversion rate is to provide a metric by which you can determine how well your website, landing pages and content are performing.
A conversion rate is determined by dividing the number of visitors who have taken a desired action by the total number of visitors. One of the two most important rates in your website are Visitor to Lead and Lead to Customer.
A desired action encompasses a wide variety of activities, from signing up for a podcast to downloading an eBook to completing a purchase.
Factors that impact conversion rates are the relevancy of the content to your target audience, the overall desirability of the offer and the ease of accessing the offer.
Improve conversion rates by conducting A/B testing. Change ONE element on a website or landing page whether that be modifying your headline, re configuring the page layout, using a different image or switching up your CTA button. Compare conversion rates between versions and implement the changes that have led to increased conversions.