What is an Online Conversion?

September 16th, 2009

What is an Online Conversion?If you have ever purchased a product or service online you have “converted” from being a website visitor into a customer.  Online conversion is the act or acts that a visitor takes that fulfill the pre-desired goal or objective of the website.  As with the hire of a new employee or sub-contractor, there generally is some form of product or project description that outlines and details what the job of that person is.  A new website has a job description as well as it fulfills a marketing role for the business, assuming we are discussing a commercial site.  So, the website’s job description ultimately must state what the act or acts of conversion are.

While there must be some exceptions, all websites have a purpose … that is, a desired act of decision.  An e-commerce website obviously seeks the visitor to buy.  Other sites, seek leads by completing an online form for their representatives to take further action on.  Still others are selling subscription services and seek completed subscription forms.  Political websites seek contributions and volunteers.   Technical service websites seek to solve problems through the download of information or to “Contact Us” through email or phone; some of these sites seek to sell service calls by getting paid on the website followed-up with a phone call or an onsite call.

Online Conversions are the real bottom line when it comes to commercial websites.  You can have the most attractive site in the world but if you aren’t both getting all the traffic you can and getting a high percentage of the traffic to actually convert, you really aren’t getting optimized bottom line or ROI from your website.

Conversion Optimization is the critical element in any fully accountable Internet Marketing strategy.  Website conversions can be optimized, but only through sophisticated testing and measurement to determine human interaction with every element of the site.  It is critically important to know how visitors navigate the site, which pages are visited and for how long; further, what links are being clicked, what seems to be of interest, what seems to lose attention or focus.  Responding to the findings or stats with modifications and implementing a virtuous cycle of data, adjustment, measurement, analysis is what makes a conversion optimization strategy successful.  Without the proper tools and expertise to do this, it is just guesswork and guesswork and business don’t mix.

Are you getting great online conversion?  Contact us as we are always ready to help.

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