What is Website Conversion? [+ How to Improve It]

Website conversion is the prime aspect of any web-based project. It indicates how well your website influences users to perform positive actions. 

The actions can be buying products or services, signing up for a newsletter, or submitting a form. It gives your website a direction about transforming visitors into leads or customers. 

Such a process is essential for growth, consistency, and profitability. That’s why you should understand the conversion rate of your website. 

In this article, we will explain what conversion is and share strategies to improve your conversion rate.

Let’s begin.

Definition of Website Conversion

Website conversion is the process of turning visitors into engaged users, leads, or paying customers by encouraging them to take specific actions. The actions must align with the website’s objectives. 

The desired action may vary depending on the website’s goals. But common examples include:

• Purchasing a product or service (e-commerce websites)
• Subscribing to an email list/newsletter you want to receive
• Filling up a form for lead generation (such as requesting a quote or making the schedule of a consultation)
• Downloading valuable content (for example- e-books, pdf files, whitepapers, case studies)
• Engaging with interactive objects (e.g., performing surveys, quizzes, or polls)
• Sharing content on platforms like social media 
• Pressing a particular call-to-action (CTA) button

The website converts visitors into a lead, customer, or engaged user upon completing any desired action. The conversion rate measures how many visitors perform the action. 

It is the ratio of action to the total number of visitors. For example, if 100 visitors arrive at your website and 5 of them complete a purchase, the conversion rate will be 5%.

Why Website Conversion Matters for Business Growth

Website conversions are at the root of online business success. Here are several reasons why it matters for growing your business:

1. Maximizing ROI

Every visitor to your site represents potential value, especially if you’re running paid campaigns like Google Ads. Without conversions, the money spent on acquiring traffic doesn’t translate into business growth.

Here, you can see the average conversion rate for Google Ads.

You must be ready with proper conversion optimization techniques for your traffic.

According to a study, Businesses that focus on conversion optimization can see a 223% ROI compared to those that solely increase traffic.

With proper conversion rate optimization tools, you can better track and maximize the return on investment (ROI) from your traffic. This ultimately increases your profits.

Improving your website conversion rate ensures you extract more value from your traffic without additional spending.

2. Improved User Experience

A website optimized for conversions is often aligned with the needs and expectations of the user. The improved conversion rates enhance the overall user experience. This leads to better engagement, greater customer satisfaction, and improved brand loyalty.

A study reveals that 88% of users are unlikely to revisit a website after having a poor experience.

A website that features a user-centered design makes it easier for visitors to complete the desired actions. A focus on usability ensures that the user journey is simple and intuitive. This guides visitors through the sales funnel effortlessly.

3. Increased Revenue

For e-commerce businesses, even a small increase in conversion rates can lead to significant revenue gains. 

For example, if you can make a 1% improvement in conversion rate for a site generating $100,000 per month, it could translate to an additional $12,000 annually.

The average e-commerce conversion rate is around 2.5-3%, with top-performing sites reaching 5% or higher. So, you should target the 5% conversion rate to enter the elite club.

To achieve that, you must integrate modern website design principles, such as responsive layouts and clear calls to action (CTAs). This ensures that users can easily make purchases or sign up, boosting conversions.

Here’s a detailed overview of the average e-commerce conversion rate over the years.

4. Better Lead Generation

Improving website conversion metrics isn’t just about sales; it also generates qualified leads. For your information, lead generation websites often achieve conversion rates between 5-10%.

Implementation of the right UI/UX design services can enhance the functionality and visual design of your forms. Potential customers can easily reach out using those forms. This is critical for driving sales, partnerships, or other business opportunities.

5. Competitive Advantage

In a modern digital marketplace, a website that has more conversion rates can provide you with a unique competitive advantage. 

Continuously optimizing your website for conversions can position your business to outperform competitors. It attracts more loyal customers and generates more revenue. 

If your website isn’t converting, you can perform a website redesign. You can improve conversion-focused elements like “CTA buttons” and “forms.” These elements can lead to substantial improvements in user interaction.

Read Also: Best Website Redesign Agencies to Hire

How to Calculate Conversion Rate for Your Website

You can calculate the conversion rate for your website by dividing the number of completed actions (conversions) by the total number of visitors and multiplying by 100.

For example, if 500 visitors came to your website and 25 made a purchase, your conversion rate would be:

Conversion Rate = (25 ÷ 500) × 100 = 5%

For a better understanding, use the steps below to calculate the conversion rate:

Step 1: Define the Action 

First, identify the specific action you want to count as a conversion. This action should directly align with your website’s goals. It must ensure generating the anticipated output, whether it’s a purchase, sign-up, or other key activities.

Step 2: Gather the Necessary Data  

You will require two key pieces of data for calculating your conversion rate:

1. Conversion Number: The total number of completions of desired actions by visitors for a given period. For example, the number of purchases, form submissions, etc.
2. Overall Visitors: The total number of visitors who viewed your site in that period. Make sure to also count for all visitors, including repeat visitors, if applicable.

Step 3: Apply the Formula  

Once you gather your data, you can apply this formula to calculate your conversion rate. That is:

Conversion Rate = Number of Conversions / Total Number of Visitors * 100

This formula will provide the conversion rate in percentage form. It represents the proportion of visitors who finished the prospective step.

Example:  

Let’s imagine, there are 10,000 visitors who visit your website over a month. 300 of them made a purchase. Then, your conversion rate would be calculated as follows:

Conversion Rate= 300/10,000 * 100 = 3%

This result indicates that 3% of the visitors to your website completed the purchase.

Step 4: Track Conversion Rates for Various Actions  

It is worthwhile tracking conversion rates for various actions across your site. 

For instance, visitors on your “product page” could be converting at a rate of 1%. And visitors on your “checkout page” might convert at 3%. 

Tracking conversion rates at this detailed level helps identify which sections of your site are performing better and which may need improvement.

Step 5: Use Conversion Rate Insights for Optimization  

You have to understand where your conversions happen or don’t happen on your website. This can provide valuable insights for optimization.

Example:

• If the conversion rate on your product page is low, you may consider improving product descriptions. You may also consider adding high-quality images or offering better calls to action.
• If your checkout conversion rate is lower than expected, you might analyze some issues. They can be complicated forms, unexpected shipping costs, or concerns over website security.

Key Factors That Influence Website Conversions  

From marketing design to content, every aspect of your site can impact how fast visitors take the desired actions. However, several factors directly influence website conversions. These are:

User Experience (UX) and Design

A frictionless and intuitive UX helps facilitate conversions. The easier it is to navigate a website in search of something, the faster that website loads. 

Similarly, the smoother the path to completing the desired action, the more likely a user will convert. Bad design, slow page loading, or confusing layouts irk users and increase bounce rates.

Call-to-Action (CTA)

But making calls-to-action work is what will actually drive conversions. When your calls-to-action are not clear or not easily located, visitors won’t convert. 

A properly designed CTA needs to be conspicuous and clear and communicate urgency or value that will move visitors to take action.

Landing Pages

Landing pages are crucial to optimize for conversions. It is on such pages that one should focus their attention on a single action. This single action adds powerful copy, persuasive visuals, and reduced distractions. Discover recommendations and tips for creating a high-converting landing page design and use such elements.

A well-crafted landing page, like your homepage design, must align with the user intent and communicate the benefits of completing the desired action.

Let’s take the example. To create a high-performing Ecommerce landing page, it’s essential to combine clear messaging and engaging design. All elements should attract the user to buy anything on the page.

Social Proof

Trust signals, including customer reviews, testimonials, case studies, and trust badges, can notably increase conversions. Visitors and customers are more likely to convert if they think they can trust your business. 

Social proof can build this trust. It encourages potential customers to feel confident in making their choices.

Mobile Optimization

Nowadays, mobile traffic is growing steadily. That’s why it is vital that your website be optimized for mobile devices. A mobile-friendly site guarantees ease of user experience on every device. It prevents users from abandoning your site due to difficult navigation or slow loading times.

Speed and Performance

Clearly, the performance of the website, such as page load speed, has a direct relationship with conversions. A fast-loading website keeps users engaged while reducing abandonment. 

Google reports that almost 53% of mobile users will quit a site if it takes more than three seconds to access. So, speed is paramount for conversion success.

Best Strategies for Increasing Website Conversions

Increasing website conversion rates needs both strategic and tactical changes. Below are detailed strategies that can boost conversion rates on your website:

1. Encourage Readers to Subscribe for Updates

Encouraging readers to subscribe for updates about newsletters, products, or blog posts helps maintain an ongoing connection with your audience. Creating a list of emails enables you to share valuable content and drive return visits. It ultimately increases conversions. 

Subscribers are more likely to be paying customers because they are already engaged with your brand and receive timely updates.

2. Offer Valuable Content for Email Sign-Up

It’s a win-win to offer value in content for an email sign-up. For instance, offering an exclusive eBook, whitepaper, or industry insight visitor will make them think that this is really something worth having in return for their email address. This approach helps build a targeted email list. 

It also strengthens reliability and confidence with your customers. With a quality listing of emails, you can market your services or products more effectively. This can lead to higher conversion rates.

3. Capture Leads with an Easy-to-Use Contact Form

A simple and intuitive contact form can strategically improve lead generation. Complicated or lengthy forms discourage users from reaching out. Make sure your form is short and asks only for the necessary information: name, email, and message.

These simple website conversion elements reduce friction and lets your potential customers get in touch with ease. The easier you make it for someone to reach out, the more likely they are to convert as a lead.

4. Build Engagement with Push Notification Opt-Ins

Push notifications are among the most powerful ways to re-engage visitors and convince them to return. You can alert users about new content or special promotions, and updates offer an easy opt-in for push notifications. You can deliver these notifications directly to users’ browsers or devices. 

This keeps your brand top of mind. The more frequent the engagement, the greater the chance for conversion because you remind the visitors of your value proposition.

5. Simplify Service Sign-Up to Drive Conversions

A long or confusing sign-up process can discourage a potential customer from completing a registration process. So, simplify the sign-up flow, removing unnecessary steps and only asking for essential information. The fewer steps, the less friction, and the better the chances that users will go through. An easy process encourages users to take immediate action and reduce cart abandonment rates.

6. Attract Users with a Hassle-Free Trial Sign-Up

Offering a completely free trial can be one of the best conversion optimizers. The presence of an easy, no-hassle sign-up for a free trial dispels fears that users may have about commitments or hidden fees. This gives them a chance to experience your product or service risk-free.

The users can see firsthand the value you offer. This can lead to higher conversion rates when they decide to convert to a paid plan.

7. Use Clear CTAs

An obvious, commanding CTA (Call to Action) is essential in guiding visitors toward their next step. Whether it’s a “Buy Now” button, “Sign Up” link, or “Book a Call” prompt, your CTA should stand out and clearly tell visitors what to do.

Here’s an example of effective CTA design and placement.

Positioning CTAs at strategic spots on your page can enhance interaction. Using contrasting colors makes them stand out. This increases the chances visitors will take the desired action.

8. Optimize for Affiliate Link Engagement

Optimizing affiliate links is an important activity to increase conversions if using affiliate marketing for the monetization of the site. Make sure the affiliate links stand out and are present in related content. By doing so, users will find them easily and can click on them.

Moreover, giving discounts or bonuses for affiliated links will increase engagement. Proper tracking and optimization of the placement of affiliate links support the assurance of maximizing your potential for conversions.

9. Upgrade Free Users to Paid Plans with Incentives

To convert free users into paying customers, offer special incentives such as discounts, additional features, or extended trials. Highlight the added value of the paid plan. Then, make it clear how it can enhance their experience. 

Providing an easy transition from free to paid also reduces friction and incentivizes users to commit. This helps increase revenues while still allowing the users to feel they are dealing fairly.

10. Promote New Features for Increased User Adoption

Regular promotion of new features or updates to the users may lead to increased engagement and higher conversion rates. When users see how much a person cares about improving their service, they’re likely to stick around longer, even upgrade to higher-tier plans.

You need to convey these updates clearly via emails, blog posts, or through in-app notifications. This will ensure that users are aware of the new features and their benefits.

How to Analyze and Track Your Website Conversion Rate

To optimize your website for conversions, it is crucial to regularly analyze and track performance. Here are some tools and techniques to help you monitor and improve your conversion rate:

Google Analytics

Google Analytics is an invaluable tool for tracking website performance and conversion goals. You can set up specific goals for different actions. These are form submissions, purchases, etc., to measure the success of your site’s conversion efforts.

It is especially important while working with an affordable web design agency. In such cases, an agency focuses on CRO strategies to monitor and measure progress.

A/B Testing

In the case of running A/B tests, you can compare different versions of all the pages of your website and their elements. Testing different versions allows you to find and apply changes that drive higher conversion rates.

For example, testing two CTA colors or button placements can reveal which variation drives more clicks.

You can also pair A/B tests with heatmaps or user surveys to gain deeper insights into why users prefer certain designs.

You must evaluate website design elements such as layout, color schemes, and fonts for business. Then, find which design choices resonate best with your audience and set that as your final version.

Heatmaps

With tools like Hotjar or Crazy Egg, you can have heat maps. These tools show where users click, scroll, and spend most of their time on your site. This will give you an idea of the behavior of your users and at which points your site might need some optimization.

For example, if users frequently click on non-interactive elements, you may need to make your CTAs more prominent or intuitive.

You can combine heatmaps with session recordings to observe individual user journeys and pinpoint usability issues. This will provide you with a better understanding of what’s working with the users and what’s not.

It is important to make sure that either your corporate website or your landing page is accessible to all. You must ensure that the design communicates a clear message with clarity for conversions.

Funnel Analysis

Conversion funnels help you track the path users take through your site. You can identify and fix barriers to conversion by analyzing where users drop off in the process (e.g., between the product page and checkout).

A well-structured funnel highlights problem areas in the user experience.

For example, if a significant percentage of users abandon their journey between the product page and the checkout page, this indicates friction that needs addressing. Common barriers include unclear navigation, hidden costs, or overly complicated forms.

Smoothing this sales cycle and making navigation easier can improve your website conversion rate.

CRO (Conversion Rate Optimization) Tools

In addition, there are a number of specialized “CRO tools” which can help you track. These tools enhance your website’s performance. They offer more in-depth analytics, user behavior insights, and even A/B testing.

Examples include Optimizely, VWO, and Unbounce. The platforms allow you to create and test variations of web pages in real time. They provide data-driven insights to improve conversion rates.

Optimizely and VWO can help with dynamic A/B testing and multivariate testing. They will provide actionable insights into what works best for your audience.

Unbounce focuses on quickly building high-converting landing pages. It is a valuable resource for businesses targeting specific campaigns.

Conversion-Focused Website Design by Duck Design

Duck Design emphasizes a conversion-focused approach to website design. It ensures that each element is strategically placed to drive specific user actions. 

In the case of Photonic and Payfaction, both websites showcase strong examples of conversion optimization through smart design choices. 

Let’s discuss why these sites are high-converting.

1. Photonic

Photonic is a pioneering platform for robust and flexible quantum computing with an integrated network. 

Key Conversion-Optimizing Design Features 

• Clear, Targeted Value Proposition: The website homepage design of Photonic includes a concise statement. It immediately clarifies what the website does and what makes its products unique.
• Prominent CTAs (Calls to Action): Photonic’s design uses prominent, well-placed CTAs like “Request a Quote,” “Learn about our Technology,” or “Contact,” which guide the visitor toward taking the next step.
• Improved User Experience: The structure of the website is simple and intuitive, hence allowing the visitor to find whatever they want quickly. Each page has a clear focus, helping reduce decision fatigue and driving conversions.
• Trust-Building Elements: To create trust with visitors, Photonic’s website includes elements like client logos, testimonials, and industry certifications. They reassure potential customers that they are dealing with a reliable, credible company.

Why This Design is High Converting 

Photonic’s website effectively turns complex, technical products into an approachable offering. The value proposition is clear and focused. The information is well-organized. The trust signals and clear CTAs guide visitors through the decision-making process, making it easy for them to convert.

2. Payfaction

Payfaction is an all-in-one marketplace for your business. It handles all aspects of your online business in one simple platform.

Key Conversion-Optimizing Design Features  

• Simplified and Clear Journey: Payfaction’s website presents a simple, easy-to-understand process for businesses to start using their services. Whether it’s signing up for an account, integrating the service, or getting support, each stage is set to minimize friction. This accessibility creates an effortless user experience, driving conversions.
• Strong CTAs with Actionable Language: Payfaction features strong CTAs like “Start Free Shop,” “Request a Demo,” or “Talk to an Expert.” These CTAs are designed not only to grab attention but to nudge visitors to take the next step in engaging with the service.
• Trust Signals: As a company handling sensitive financial transactions, Payfaction’s website highlights security features and industry certifications prominently. Trust is a major factor in the payment processing industry. Elements such as SSL certificates, secure payment icons, and partner logos work to instill confidence in potential customers. 
• Mobile Optimization: Given the increase in mobile traffic, Payfaction is designed to be fully responsive. Users can access it across all devices. The mobile-friendly design improves user engagement and reduces bounce rates. This leads to higher conversions.

Why This Design is High Converting 

Payfaction’s website focuses on building trust and providing a clear, easy-to-follow user journey. It is transparent about the product and pricing. The CTAs are simple and actionable, and the trust signals ensure that visitors feel secure in creating their own shop without intervention. 

The optimal design and mobile responsiveness for all visitors simplify improving conversion rates.