Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you’re offering, and they’re easily able to get it!
Conversion rates vary widely by industry and business model. You can head to our conversion rate benchmarks to learn average conversion rates for Google Search, Display, Shopping, Facebook, and more.
Raising your conversion rate means that more of your site traffic converts to meaningful actions that grow your business, whether that means filling out a form to become a lead (for example, requesting a quote for a repair service) or making a purchase.
A low conversion rate could point to either of these problems:
Let’s talk about how to fix both of these problems.
The absolute best way to improve your conversion rate is to change your offer. If what you’re offering is truly irresistible, more people who visit your site will want to get it.
For example, WordStream was able to raise conversion rates significantly by creating the free Google Ads Performance Grader, a tool that delivers a complete Google Ads audit instantly. There’s so much value, people can’t help but convert.
Once you’re sure that your offer is right for your audience, you can make incremental improvements to your conversion rate by optimizing your site. Below are some basic conversion rate optimization tips:
For more help, check out these additional resources: