Traditionally, in ‘marketing speak’, conversion is the act of converting site visitors into paying customer, and whilst conversion rates are most often associated with e-commerce sites, it should be something that matters to everybody involved in designing a website or mobile app.
However, conversions do not have to be actual sales, but can be any other action a user takes that matters to your business, such as customers;
- Spending a certain amount of time on your website .
- Reading a certain number of articles or watching a certain number of videos.
- Requesting more information about a service you may provide.
- Signing up for a subscription.
- Becoming a registered user of your website.
- Downloading trial software, and using it – perhaps even up until the trial ends.
- Downloading your mobile app to their phone – that they use it; and better still, that they are still using it a week later.
- Downloading a whitepaper that entices them to consider making a future purchase.
- Returning to your website more than ‘n’ number of times during a particular period.
- Entering their credit-card details for easier checkout in the future.
- Upgrading from one level of a service to a higher level.
- Using a certain feature of your application – especially a new or an advanced feature…. or any other metric that you can unambiguously count.
To make more out of your existing traffic, this is where A/B testing can help.