What is a conversion?
A conversion is the one thing you wanted a visitor to do: buy something, book a call, pick up the phone, or sign up. Everything else on your site is just the path that leads there.
In plain English
Think of your website as a hallway. Visitors walk in the front door and wander past room after room. A conversion is the door they actually walk through instead of drifting back out the way they came.
Three things move it
A clear call to action
Tell people exactly what to do next, in plain words.
A fast-loading page
Every extra second of load time gives visitors a reason to leave.
Fewer doubts
Answer the hesitations before they turn into a closed tab.
Worth remembering
Unbounce studied 41,000 landing pages: the median conversion rate was 6.6%.
That is the middle of the pack, not the ceiling. Plenty of pages in that study did far worse, and plenty did far better once the basics were fixed.
What to do about it
If you do not know your conversion rate, you cannot improve it. Get a free website audit and I will show you where visitors are dropping off before they ever convert.
Where this shows up in my work
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