Conversion

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In this article, we will tell you what conversion means and what types there are. Next, we talk about the importance of continuously improving conversion rates. Finally, we’ll tell you the (possible) ways to proceed.

Definition

When talking about the concept of conversion, it refers to the desired action to be taken by the visitor on a web page. For example, if you offer a manual on a landing page, conversion occurs as soon as a visitor downloads the manual. A conversion is expressed in percentages (conversion rate). This ratio indicates the relationship between the number of visitors and the number of completed conversions.

Examples of conversions:

  • purchase of product or service;
  • The time the searcher spends on the website;
  • The number of pages clicked on;
  • subscribe to a newsletter;
  • download a file;
  • contact.

Two types of conversions

Two types of conversions can be distinguished, micro and macro. Micro and macro conversions are also called soft and hard conversions. A micro conversion is a form of conversion that indirectly leads to an increase in sales. An example is downloading a file or creating an account. This indirect conversion can cause the visitor to proceed to a purchase at a later stage.

Macro conversions directly generate revenue. When ordering online, there is an immediate increase in profits. Requesting a quote also falls under a macro conversion.

conversion

Conversion optimization

Want to generate a higher conversion rate? To optimize your conversion rate, it is of It is then important to optimize your conversion rate. Conversion is thus the goal achievement for a web page. It is therefore crucial to set a goal. With a clear goal, you stay focused and can make (potential) improvements. The better your conversion is the better your website results.

Conversion optimization is all about all the improvements you apply within the visitor’s user experience on your website. To achieve this optimization, make targeted adjustments to pages on the website. Then you test the applied adjustments in a targeted way. This is a continuous process of analysis and adjustment.

Ways to optimize conversions

It is important to identify which parts of your website are performing better and which are not performing as well. This allows for targeted investment in areas of concern where needed. It also allows you to determine that some investments have not made sense.

It is important to know how visitors use your Web site. Where do they drop out? To find out, it is important to analyze your Web site data. Below is a brief list of the most important questions to ask:

  • How many clicks take place?
  • Where does the visitor go with the mouse?
  • What draws attention first?
  • On average, how much time does the visitor spend on a page?

It is also possible to create a heatmap. This shows exactly where the visitor moves the mouse.

Which channels benefit from conversion marketing?

Conversion marketing focuses on optimizing efforts on each channel to encourage users to perform a desired action, such as filling out a form, signing up for a newsletter or making a purchase. Here are some channels that benefit from conversion marketing, along with how they benefit from it and the priority of conversion marketing for each channel:

ChannelBenefit of conversion marketingPriority
WebsiteBy optimizing the website for conversions, companies can increase the number of visitors who take action on their website. This can include improving usability, clarifying call-to-action messages and improving content quality.High
Email MarketingBy personalizing email messages and optimizing the call-to-action, companies can increase engagement and conversions.High
Social MediaSocial media can be used to deliver targeted ads, and increase interaction and conversions by providing engaging content and clear call-to-actions.Medium
Search engine optimization (SEO)By improving search engine visibility, companies can attract more qualified traffic to their Web sites, which can increase the likelihood of conversions(1).High
Pay-Per-Click (PPC) AdsBy targeting specific keywords and optimizing ad copy and landing pages, companies can increase the click rate and conversion rate of their ads.High
Content MarketingBy providing valuable, relevant content, companies can build trust with their target audience and encourage them to take action.Medium

Conversion marketing is a crucial part of digital marketing because it focuses on converting visitors into customers, and thus increasing ROI. It is important to remember that the success of conversion marketing depends heavily on understanding the target audience and offering a value proposition that matches their needs and wants.

Conclusion

Conversion rate optimization is an important tool for measuring the effects of your SEO work and making adjustments as needed. As a result of a clear goal, you know what conversions to focus on. Based on data, chart how your website is performing. In this way, targeted investments take place. Conversion rate is a valuable SEO tool you use for optimizing conversions.


Frequently Asked Questions

What is conversion?

Conversion is a common term in online marketing. It refers to the moment when a visitor to a Web site proceeds to a particular action. Usually this involves a purchase, but it can also be something else, such as an information request. Conversion indicates the extent to which the website or web shop is bearing fruit. Conversion can be expressed in absolute numbers as well as percentages. In the latter case, we are talking about the percentage of visitors of the total number who proceed to a transaction. Conversion is a good indicator of the quality of an online store and more valuable than just visitor numbers.

How do you calculate conversion?

If you want to calculate conversion into a percentage, use a simple sum. You calculate as follows: (number of conversions / number of visitors) x 100. Imagine you receive 3,000 visitors to your website every day, 125 of whom proceed to make a purchase. The calculation then looks like this: (125 / 3,000) x 100 = 4.16. Instead of the number of conversions divided by the number of visitors, it is also referred to as the number of goals achieved divided by the number of sessions.

What are ways to increase conversion?

With increasing your conversion rate, your sales will also increase. And that’s exactly what you as an entrepreneur are all about. Not only now, but also in the long run. There are numerous ways to increase your conversion rate. The main thing is to improve the usability of your website. For example, provide a simple checkout process, eliminate website errors, have flexible delivery and return policies and offer several payment methods. If you want to increase your conversion rate, it is important to focus on a specific target audience and analyze the entire customer journey in detail.

What can you expect from a conversion specialist?

A conversion specialist, also called a CRO specialist, deals with conversion optimization. So this person focuses on customizing and improving a website. In this way, usability will increase, the customer journey will be more pleasant and more visitors will take action. A conversion specialist starts by analyzing the current process and then establishes a strategy. He or she closely monitors statistics during the implementation of improvements. Typically, you will work with a conversion specialist on a longer-term basis and receive monthly reports regarding progress.

What is the role of conversion in marketing?

Conversion is an important concept in marketing. Whether it’s making a purchase or signing up for a newsletter, conversion means a change by which you achieve an (intermediate) goal. It is therefore one of the indicators of the success of a marketing strategy. A high conversion rate means you earn more with the same number of visitors. Conversion provides us with feedback on the actions taken. It tells you how effective your Web site is and what factors you may need to focus on to make improvements.

What is the impact of conversion on SEO?

The impact of conversion on SEO (Search Engine Optimization) is that it can improve website quality and increase ranking in search results. Conversion is the process by which a website visitor performs a desired action, such as filling out a contact form or making a purchase. If a website has a high conversion rate, it means that many visitors are performing the desired actions and thus the website is useful and relevant to the visitors.

Search engines, such as Google, consider the quality and relevance of a website when determining its ranking in search results. If a website has a high conversion rate, it can mean that the website is relevant and useful to visitors, which can lead to a better ranking in search results.

In addition, a high conversion rate can also mean that the website is user-friendly and accessible to visitors, which can also contribute positively to its ranking in search results. Moreover, a high conversion rate can also lead to more repeat visitors and more backlinks from other websites, both of which can contribute positively to a website’s SEO.

How can I compare my conversion rate with my competitors?

There are several ways you can compare your conversion rate to that of your competitors. One of the simplest ways is by using online tools and services that allow you to measure the conversion rate of your website and compare it with that of other websites.

There are several tools and services you can use to measure the conversion of your website, such as Google Analytics. This service provides you with insight into the performance of your Web site, such as the number of visitors, the number of pages viewed per visit and the percentage of visitors taking a desired action. You can use this data to measure the conversion rate of your website and compare it to that of your competitors.

In addition, you can also visit your competitors’ websites and manually measure conversion by, for example, counting the number of contact forms on their websites and comparing them to the number on your own website. This can give an indication of your competitors’ conversion rates and can give you insight into their performance and strategies.

Finally, you can also visit online forums and communities where people active in your industry review and compare other websites. This can give you insight into the performance of your competitors and can give you ideas on how to improve your own website and increase your conversion rate.

Is the effect of improved conversion immediate?

The effect of improved conversion on a website’s performance is not immediately apparent. This is because improving a website’s conversion rate is a process that can take some time and depends on several factors. Moreover, search engines, such as Google, take several factors into account when determining a website’s ranking in search results, and so the effect of better conversion on ranking is not always readily apparent.

A better conversion rate can lead to more repeat visitors and more backlinks from other websites, which can contribute positively to a website’s SEO. This can eventually lead to better ranking in search results, but this is not always immediately apparent and may take some time.

In addition, better conversion can also lead to a greater amount of desired actions by visitors, such as filling out contact forms or making purchases.

What is a micro conversion?

A micro conversion is a small, specific action performed by a website visitor. Micro conversions are often small steps in a larger process and can contribute to achieving a large, macro conversion.

Examples of micro conversions may include:

  • Filling out a contact form
  • Downloading a brochure or white paper
  • Signing up for a newsletter
  • Viewing a specific page on the website
  • Creating an account on the website

Micro conversions are important because they can give an indication of visitors’ interest in a Web site and their willingness to take action. By measuring and analyzing micro conversions, you can gain insight into what interests visitors and what motivates them to take action. This can help you improve the website and increase the chances of macro conversions.

What is a macro conversion?

and macro conversion is an important, major action performed by a website visitor. Macro conversions are often the end goal of a website and can include making a purchase, signing up for a subscription or filling out a contact form.

Macro conversions are important because they can give an indication of a Web site’s performance and how well the Web site is meeting visitors’ needs. By measuring and analyzing macro conversions, you can gain insight into what interests visitors and what motivates them to take action. This can help you improve the website and increase the chances of macro conversions.

Macro conversions can also contribute to a website’s SEO. Search engines, such as Google, consider the quality and relevance of a website when determining its ranking in search results.

What is conversion optimization?

Conversion optimization is the process of improving the performance of a website with the goal of increasing the likelihood of macro conversions. This could include making purchases, taking out subscriptions or filling out contact forms.

Conversion optimization involves various activities, such as analyzing website performance and visitor behavior, testing different website designs and features, and implementing improvements. The goal of conversion optimization is to improve the website in a way that meets the needs and expectations of visitors so that they can more easily and quickly perform the desired actions.

Conversion optimization can also contribute to a website’s SEO. Search engines, such as Google, consider the quality and relevance of a website when determining its ranking in search results. If a website has a high conversion rate, it can mean that the website is relevant and useful to visitors, which can lead to a better ranking in search results.

Which components are most important for conversion?

There are several components that matter for conversion, depending on the purpose of a Web site and the desired actions of visitors. Some key components are:

  • A clear and attractive homepage that quickly tells the visitor what the website does and what the benefits are for the visitor.
  • An easy-to-navigate website structure that guides visitors quickly and easily to desired information or actions.
  • A clear and compelling call-to-action that encourages visitors to take action, such as filling out a form or buying a product.
  • A trusting and professional appearance of the website that convinces visitors that they are coming to a reliable and knowledgeable organization.
  • Creating an account on the websiteA good usability and accessibility of the website so that visitors can easily use the website regardless of their technical skills or device.
  • It is important to consider which components are most important to your website and to take them into account when designing and developing the website. This can help increase conversion rates and improve website performance.

Is investing in conversion worth it?

Yes, investing in conversion can be worthwhile. This is because conversion is the process by which visitors to a Web site perform a desired action, such as making a purchase or filling out a contact form. If a website has a high conversion rate, it means that many visitors are performing the desired actions and thus the website is useful and relevant to the visitors.

Investing in conversion can provide several benefits, including:

  • Increased revenue by increasing the number of desired actions by visitors, such as making purchases or subscriptions.
  • A better user experience by improving website functionality and design. This can make it easier and faster for visitors to perform desired actions.
  • Better ranking in the search results of search engines, such as Google. Search engines consider the quality and relevance of a website when determining its ranking, and a high conversion rate can mean that the website is relevant and useful to visitors.
  • A greater amount of repeat visitors and more backlinks from other websites. This can contribute positively to the SEO of the website and can lead to better ranking in search results.

So investing in conversion can be beneficial in several ways and can help improve a website’s performance and provide more value to visitors.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 18 October 2023. The last update of this article was on 5 December 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.

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