It means the percentage of website visitors who take action—or convert— on a specific webpage. What are conversions? Purchasing something or creating an account with a site; these are two good examples.
So getting people to visit your site and convert during their visit requires major technology involving analytics and complex algorithms designed to take advantages of known patterns of human behavior right?
Of course, you should use the technology at your disposal to get good analytic data. That data should be used to note trends, both internal and external. And it goes without saying that you should use that analysis to strengthen your web site.
But the point is that you use the technology to understand the nature of the site traffic, not necessarily to cause the conversions themselves. Getting people to answer your calls to action is about convincing them to do it. All the analytics in the world won’t help unless you can convince your audience that registering, logging in, or buying something is an activity that they want to do.
So it’s really about marketing.
Marketing may use technology to accomplish its aims, but that technology is really a delivery or metering process to distribute or track the effectiveness of your marketing measures. As an example, consider Mr. P.T. Barnum. You know, the circus guy: 19th century, impresario circus and sideshow owner, flamboyant conman, successful businessman, BRILLIANT MARKETER.
He certainly had no access to the sort of analytics that web tracking can provide. And yet he was able to use the technology of his time (newspaper ads) to promote his circuses and other businesses very successfully.
Print may be dead, but the tactics and principles Barnum used are alive and well in modern marketing. Web marketing is no different.
Learn from Barnum’s success and increase your own.
Here is one of four famous marketing tips of P.T. Barnum: incorporate it and you will be on the road to higher conversion rates:
1. Advertise your objective; don’t keep it in the dark.
When a visitor lands on your site, your product, service, and call to action should be clear and up-front
Barnum practically invented modern advertising. When promoting the American Museum in New York City, Barnum would fly huge banners from the building announcing new exhibitions.
At the same time, he would hire horse-drawn carriages to drive throughout Manhattan with promotional signs advertising his museum.
Barnum’s techniques are still being used to generate business interest in the physical and digital worlds of today. Is your web site adequately advertising your objectives? If your site conversion rate isn’t what it ought to be, what can you do to better advertise your site and products?
Marketing matters. It matters a lot.