What is a website conversion – and what actions should you count?

Content Marketing

A website conversion is when a visitor to your site takes an action that you wanted them to take.

This could be anything from making a purchase, to signing up to a blog or email, to requesting a free demo.

The point is, it’s an action that you have predetermined you want someone to take when they get to your website.

By comparing how many people complete that action against the number of web visitors you have, you can work out your conversion rate.

This is important to know, because it’s a good indicator for whether your website is doing what you want it to.

Namely, getting people to take the actions you want them to.

Increasing trust and conversions is vital for the success of any online business.

After all, conversions are what will ultimately result in you making sales.

There’s no point getting 1,000,000 people to your website if no-one does what you want them to.

But there are a lot of things you can use as a conversion, and not all of them will be relevant, or useful.

So what should you focus on for a conversion, and how can you attach goals to them to measure your conversions accurately.


Online sales

It probably goes without saying that an online sale is the ultimate website conversion.

Not only have you managed to attract someone to your website, but you’ve convinced them to spend money on your website.

This is one conversion you definitely need to track.

From a commercial standpoint, your online sales will be the final conversion you will always want to come back to – especially if you’re an Ecommerce website.


Contact Us/Book a demo

The next best thing to completing a sale online, is giving your sales team the chance to close a sale in person or over a phone.

You definitely need to measure the clicks on your contact us and demo CTAs as a point of conversion.

This is particularly true if you sell software or services that aren’t likely to be completed directly from a website.



Content marketing isn’t about always pushing a sale.

It’s about providing leads with useful information that answers their questions and solves their problems, and providing it until they reach the point they’re ready to make a purchase.

If you’ve done a good enough job with your content, and they know you as an expert source of information, they’ll be more likely to make that purchase with you.

Getting people to subscribe to your content therefore, is a conversion you should be working towards.

Whether it’s subscribing to a newsletter, to your blog or for a one off event or series of events, you should have conversions for content subscriptions as part of your conversion measurement.


Form fills

If you’re creating high value content that eBooks, guides or research reports, you should ideally put them behind a form so you can generate emails and lead information for your lead nurturing.

If you are including forms on your website, then a form fill should be a conversion point.


Any CTA click

A CTA (Call to Action) should be included in any piece of content you create.

Include them at the end of blogs to promote a high value piece of content, use them at the end of eBooks or guides to promote other eBooks that a customer might be interested in, and use them in your emails to convince people to click through to your website.

A CTA click is a great way to measure whether your content is meeting the needs of your users, and whether it’s the right kind of content that is convincing them to take the right actions.

Whenever you create a CTA for your website, any click of those CTAs should be considered a conversion.


What isn’t a conversion

There will be other actions users will take on your website, that you want them to take, that you shouldn’t include as part of your conversion measurements.

These are actions like clicking through to another blog in a link.

Or clicking an external link to another resource not on your website.

Yes, you want people to interact with these links, and they are useful for measuring the relevancy of your content.

But your conversions are only for the main actions you want users to take.

Clicking through a form that a user has filled in obviously has more value than clicking a link in one blog, that just takes them through to another.

So you should measure those main acts as your conversions.

Using this information, you’ll get a good picture of how your content is performing.

If you’re getting people to your website, and they’re converting on forms, or clicking through to contact you or are booking demos, then you know that you’re succeeding in attracting the right audience.

If you’re struggling to see any results or conversions from your digital marketing activity, get in touch with us today and we’ll provide a free SEO audit to give you a better understanding how your website is performing.

We can highlight those areas where your website is performing well, and provide recommendations for elements that have some room for improvement.

Ask for your free audit today and one of our SEO consultants will be in touch.

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