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The conversion ratio of a website is the percentage of visitors who become customers is calculated by dividing 100 by the number of visitors it takes to gain one customer.  And for the purposes of analysing traffic, this definition can mean customers in its widest sense.  So they could be purchasers of your product, registrants to your mailing list or people who request more information.  It all depends on what you want them to do and whether you succeed in pushing them to make the “right” decision.  So if takes 230 visitors to your site to gain one customer you would divide 100 by 230 giving you 0.43 which tells you that 0.43% of visitors to your site are becoming customers.  The average CR for website visitors is considered to be about 1% which doesn’t sound very good.  Although, unlike printed materials, events and other more traditional channels, it costs no more to make your website accessible to thousands, or even millions, at no higher cost, it makes sense to aim to improve your CR and make it as high as possible by making your site focussed and attracting the right sort of visitors.

Phew can help with this process by using its significant experience in this area to your advantage.

It is not appropriate to go into all the actions you could consider taking to drive up your Conversion Ratio, but they could include:

• Making sure your visitors know what you do as soon as they receive your e-newsletter or reach your website. Just because you know, you shouldn’t make it difficult for them.

• Ensuring you make the benefits of buying your products or working with you obvious.

• Avoiding design overload.  Of course you want your internet communications to be attractive, but if pictures and images obstruct rather than inform and just make the process of accessing the information longer, they will not be appreciated.

• Making sure it’s easy to find out how to make contact.