A slight increase in your conversion rate can have a major
impact on increasing your online bottom line. The marketing
effort required is less expensive than costly advertising
and can yield better results. Website conversion rate refers
to the percentage
of visitors to your website that complete an action or
task that's
required or asked. Conversion rates vary according to the
type of website you maintain. The following major
categories break down conversion rate calculations:
- Retail or e-commerce sites: A successful convert is
an individual that visits your site and buys something.
A typical conversion rate range will fall between 0.5%-8%
depending on the sector, target market and quality of
the site. Companies that achieve 1-2% are considered
very good.
- Lead generation sites like Robinson 360°'s, get
2-3% of its visitors to either register, fill in a contact
form, download white papers or get in touch with you
directly.
- Content websites: The number of visitors as a percentage
of total visitors that register for more information,
subscribe to a forum or newsletter determines the conversion
rate.
- Customer service and support websites: The conversion
measurement here is the number of people as a percentage
of total visitors, who successfully locate the information
you want them to find. A successful convert is, therefore,
someone who finds the downloadable FAQ, emails the correct
support address or finds the answer they were looking
for when searching through the website database.
Below, are the latest conversion rates from the Fireclick
Index (made available to its clients). They're aggregated
from Fireclick's actual Web analytics retail customers,
spanning December 1, 2003, to March 1, 2004:
| Vertical |
Conversion
Rate (%) |
| Catalog |
6.1 |
| Specialty stores |
3.9 |
| Fashion/apparel |
2.2 |
| Travel |
2.1 |
| Home and furnishing |
2.0 |
| Sport/outdoors |
1.4 |
| Electronics |
1.1 |
| All verticals |
2.3 |
| Source: Fireclick Index |
At Robinson 360°, our purpose is to revolutionize
the way small
businesses grow. We understand the importance of having
a
great website, and we’re happy to get you on the right
track.
Our small business growth experts are standing by to give
you a FREE, no-strings-attached review of your website.
Give us a call at today at (404) 428-3886.
For any questions, email liza@robinson360.com.
