Understanding Conversions

  • Introduction

  • What is a Conversion?

  • Why are Conversions Important?

  • Four Important Conversion Path Elements

  • Areas to Consider when Building a Conversion Path

  • How to Calculate your Conversion Rate

  • Conclusion


A conversion is the exact moment a website visitor takes an action. Most preferably, an action that benefits the both of you. Put simply, conversions are the exchange between a website user and an action you set up on a certain web page.


Your conversion actions should benefit the both of you


This action can range from an email sign up or a subscribe/purchase. Either way, the conversion has been made and it indicates the power of your website. Continuing on from this, it’s important to utilise strong CTAs to allow people to be converted and taken to the next step. 

Conversions may not necessarily be the be all and end all; but they certainly get that individual one step closer to completing the final conversion - purchase. Even if their first step is simply signing up for a newsletter, it means you can then contact them, get them interested and show how you can benefit them.


Any conversion is positive


What is a Conversion?

As previously mentioned, a conversion is the moment a website visitor takes an action. This action can be small or significant; either way, the visitor has taken the decision to make the conversion. The conversion can also depend on which visitor it is. If it’s a returning visitor, the conversions can keep getting more and more significant due to the nature of the visit.


A conversion is the moment a website visitor takes an action


However big or small the conversion is, the overall point is that visitors are interacting with your website the way you wanted them to. This means, ultimately, you’re doing something right. If you’re lacking conversions; you know that your CTAs and/or specific web page content may need altering in order to evoke more response. Your main goal is to evoke as many responses or clicks as you possibly can, so consistently checking analytical data and adapting your copy strategy as necessary is crucial.

Something to remember is that conversions are not always conversions from new website visitors. They can be from returning visitors or even existing customers. You need to customise the conversions that can be made to ensure that all types of website visitors are able to make a conversion or take a desired action. Make sure all conversions and possible actions are easy to understand and take.

As mentioned, CTAs are extremely important. A call to action is an element on a web page, website, email, social post, share, etc. that encourages a visitor to take a certain action. A call to action is often what triggers an action to take place; they’re the tool that helps you create new connections with new visitors. Without utilising CTAs, there’s nothing obvious for visitors to take further actions with and this means they’ll more than likely leave without completing any specific action. It’s vital to include strong CTAs that will persuade visitors to take that particular action.


A call to action will trigger this action


Calls to actions can take us directly to conversion paths. Conversion paths are the process that visitors take when they become a lead, not a visitor. They are usually completed with a series of calls to actions, perhaps with offers, and anything that you could use for your brand. The further down the conversion path visitors get, the better.

Conversions are, most possibly, the most important metric to measure. They signify a new potential customer, they signify returning customers continuing further down the conversion path, and so on. It’s important to measure and keep an eye on conversions taking place on your website as you can analyse what CTAs and offers work; or those that don’t work as well.


You need to find effective ways of persuading visitors to convert and click through



Why are Conversions Important?

Conversions are all about tangibly measuring what you’re doing and how effectively it’s working. They allow you to accurately decipher if your strategy is successful or not. This further enables you to alter and adapt the approach you have, to improve and increase your conversion rate. The data collected from conversions allow you to analyse the value people are gaining from your products or services. You can then utilise this value and make attempts to inject this into more and more people.

The data you collect over time should allow you to adapt and change every aspect that requires changing, or improving. This may range from small elements like specific buttons or pieces of copy to bigger elements like landing pages. Whether you need to alter whole conversion paths you’ve created or just simply small parts of the path; every change you make is designed to increase conversion rates and make your customers experience better.


It’s important to consistently change and adapt your approach to converting leads


Algorithms and the way people work are forever evolving and it’s crucial to evolve alongside them. If you fail to remain up-to-date with any aspect of your overall strategy, you’re more than likely going to fall behind and lose the interest of people. One way to stay up-to-date with your customers/leads in particular is to track and analyse how they use your website, or any other resources you provide. Keeping track of what actions your customers/leads complete is important as it gives you an accurate, individual representation of how to improve and customise your conversion path.

Conversions are extremely important for every single business out there. They are the one piece of data that allows you to see how people are converted, what drove them to convert, and so much more. Having all this data simply enables you to develop your strategy in a way that you know will increase conversions. An increase in conversions will, overall, improve your business and increase your customer, or potential customer, count.

The overall meaning for optimising your strategy is to improve customer experiences. To improve customer experience, you automatically improve people’s perception of you. People will acknowledge your brand and recognise the positivity surrounding you; all due to the improvement of a customer/website visitor experience. This positivity needs to be consistent and constant, in hopes to gain more customers and/or overall conversions. If you present yourself as a consistently pragmatic brand, people will begin to associate this emotion with you and hopefully slowly become brand advocates due to their experiences with you.


Conversions are extremely important for every single business out there



Four Important Conversion Path Elements


A conversion path is a collation of steps to lead website visitors through a certain part of your website and reach an end goal


These steps will, obviously, be different for everyone - but there are certain elements to each step that are necessary.


Creating awareness

You need to get a user’s attention and make them aware that you can offer them what they want/need. The way you do this will be entirely unique and authentic to your brand, services/products and so on. However you approach creating awareness, you need to get your visitors interested and intrigued - make them want to take the first step and continue forwards along the path you’ve carved for them.


Defining your end goal

It’s all well and good knowing how you’re going to create this awareness, but to know where you’re leading your website visitors you need to know your end goal. Your conversion path may be a small conversion such as a visitor downloading a document, or a bigger conversion like getting a visitor to sign up to a monthly newsletter. You must identify what you want your end goal to be and how you’re going to lead your website visitors to this end goal. Knowing your end goal then enables you to actually determine how many people got to your end goal and how they got there.


Map the journey

Now you know your starting point and your end goal, you have to map out everything in between. You need to design an experience that flows easily; something that’s simple to use and follow. You will more than likely have to experiment a lot with what works the most effectively and what encourages visitors to continue along the conversion path. This experimenting may occur once you have tested out some elements of conversion paths and how effective they are when it comes to actually converting.



Following on from this, as mentioned, will be analysing the conversion path. Analysing will allow you to experiment with the approach you have and the elements included within the path. You need to be analysing data whenever you possibly can to improve your path and hopefully increase conversions. Data also needs to be analysed alongside your set end goals to see how well you’ve performed; if you’ve met, exceeded or not met your goals. This can then give you insights on what you may need to change or keep the same.  


Areas to Consider when Building a Conversion Path

i. Value Proposition

You must consider the value proposition of your actual offer. Not every conversion path you create will have an end goal of having a new customer. You may have conversion paths that are simply getting visitors to read or download a specific piece of content. Either way, you need to decipher the value of this particular proposition. Knowing the value of the content - what it will add to your visitor - enables you to determine the effort the visitor should put into the conversion.

As mentioned, not every conversion path is going to result in a customer. If it does, or if your conversion has a monetary value, you must determine the price. Determining the price is similar to determining the effort - you need to know the value of the offer, which will then help you to figure out what price is reasonable. When it comes to pricing, it’s all about creating content or offers worthy of visitors paying for.


ii. Relevance

When it comes to building a conversion path, you must keep your offer or content relevant and give your visitors the information they wish to see when they wish to see it. In order for your path to be as effective as it possibly can be, it needs to be relevant to what your visitors are looking for. Certain conversion opportunities will sit in various places in the buyer’s journey. For example, if people have only just arrived on your website for the first time (awareness stage) they are not going to want to see pop ups or content immediately persuading them to buy from you. The best approach is to nurture your visitors and slowly guide them down various paths.


iii. Urgency 

Urgency is what makes your visitors feel like taking your desired action. You can create urgency through the use of buttons and content. A sense of urgency may differ for everyone, but it’s about generating a certain step in a conversion path that makes visitors feel that they’ll be missing out if they don’t click or continue. You need to design something that compels visitors to progress down the path further.


iv. Clarity

Clarity is mainly about ensuring the path you’ve carved out for your visitors is clear and simple to follow. If it fails to be easy to follow, your visitors may be discouraged or disheartened. People tend to feel more motivated to do something if it’s easy to do and complete. Make it clear from the beginning what they have to do and how they can do it.


v. Anxiety

Some visitors may have built up anxiety surrounding giving companies their information; which, of course, may be your end goal. There are ways to alleviate this anxiety and ensure that the visitors feel safe and secure completing the actions you wish them to complete. One simple way to do this is to make sure you have obvious links to a privacy policy that visitors can read if they want to.

Another way of alleviating anxiety is to purely ensure your website is completely reliable and trustworthy. You don’t want to give your visitors reasons to hesitate, you want to ease their stress and make sure they know your website is legitimate. It’s extremely important to ensure your company is evidently legitimate and that anxious visitors can completely trust you.


vi. Distraction

While you may have thoroughly considered what will encourage visitors to follow the conversion path, you may have disregarded what will distract visitors. There are always plenty of elements that can be extremely distracting for visitors, for example a navigation bar linking elsewhere or too many buttons, etc. All these possible distractions need to be removed in order for visitors to easily understand and focus on the content and conversion in front of them. You want to ensure their attention is solely on the conversion you want them to take, and that they cannot be distracted by other unnecessary links or pages that add no value.


vii. Optimisation Strategy

When you’ve completely finished creating your conversion path and it’s ready for visitors to take, you need to develop an optimisation strategy. You need to hone in on what data you’re going to look at and analyse in order to optimise your conversion path for more conversions. There may only be certain areas you feel need changing, but either way, it’s important to adapt and alter these in order to improve your conversion rate.


How to Calculate your Conversion Rate

Conversion rate is actually defined as the percentage of visitors who took a desired action or converted.

Many analytics tools may automatically calculate conversion rate for you. However, it’s always important to understand where the number they give you came from. To calculate conversion rate you have to:


Divide the number of people who converted on your action by the total number of people who viewed it

Then multiply the resulting decimal by one hundred


E.g. 150 visitors go to the page and 20 click the button

(20 / 150) = 0.133 x 100 = 13.3% conversion rate


Whilst conversion rate isn’t the only metric you should focus on, it’s always a good metric to look at and understand. It enables you to see how many people are taking a desired action and why they take it. As well as this, it allows you to see how effective your path is - which may go hand-in-hand with determining how effective your content is. Conversion rate acts as a guide for your team to take to help optimise for more customers and conversions.



A conversion is something that puts you closer to getting a customer - or, it’s something that gets you a customer.


A conversion can be defined as any action you wish visitors to take


As mentioned, it can get you closer to gaining a customer or it can be the action that actually gains you a customer. Either way, a conversion is an extremely positive concept.

It’s important to consistently adapt your conversion paths to allow new visitors to begin the path and begin the conversions. You must alter the path according to the data you receive from each section. If visitors are clicking away and making the decision to not take that specific conversion, it’ll be obvious that you must change and adapt this specific part to make it easier, more beneficial, etc.

Converting leads into customers is critical. It’s vital you get every step of the paths you want visitors to take perfect and easy to follow.