Conversion Marketing Introduction
A Conversion is when you turn a visitor into a customer. Simple ha. So if you have 100 visitors and you turn 1 of those visitors into a customer, you have made a conversion, well done you.
Real world conversion
In a real world scenario a conversion could be;
- Customers buys cake
- Customer subscribes to a phone tariff
- Customer buys a car
for instance; the number of visitors through a car showroom; 100 visitors, and 1 car buyer, makes for a 1% conversion rate.
On a website a product can be sold from the website, so the conversion is:
- a.Customer buys a book.
- b.Customer buys a CD
Service Based website conversions
On a service based website like an accountants a service is not directly sold online, the customer will be researching the area or service and looking for a service provider, so on a service based website the conversion could be:
- a.Customer rings to talk about service
- b.Customer fills in contact form
- c. Customer emails an enquiry about a particular service
Service based websites are usually created for lead generation.
The conversion rate is the percentage (%) of visitors that you convert to buyers. So if we have 100 website visitors a month and 1 is turned into a buyer your conversion rate is 1%:
total monthly visitors: 100 visitors turned to buyers: 1 conversion rate = 1%
Conversion marketing is simple, your aim is to increase conversions, there are two metrics to undertake the change:
- Increase Website Visitors
- Increase Conversion rate of visitor to buyer
Increase Website Visitors
If you increase your monthly website visitors by 100 then you will increase your conversions:
total monthly visitors: 200 visitors turned to buyers: 2 conversion rate = 1%
the higher number of website visitors you accumulate, the more conversions you achieve.
Increase Conversion rate of visitor to buyer
If you increase your visitor to buyer conversion rate by 1% then you will increase your conversions:
total monthly visitors: 200 visitors turned to buyers: 4 conversion rate = 2%
the higher your conversion rate the more conversions you will achieve.
Conversion Marketing conclusion
Increasing your website visitor numbers and also your conversion rate will ultimately increase your overall conversions.