hand above paper with conversion rates printed

What Is Website Conversion? How Can I Improve Mine?

You’ll often hear business owners discuss whether their website is converting. Website conversion is one of the many metrics you can use to determine the effectiveness of your website.

Your website’s conversions refer to users’ behaviors and actions on your website. It looks at how they interact with your site and if these interactions lead to the desired results.

If your conversion rate needs to be higher, there are many things you can do to improve your rate and get new customers. Keep reading to learn more about website conversions and how you can get higher conversions on your site. 


Website Conversion: A Definition

When you create a website for your business, you have a particular action or actions you want visitors to take. For example, you may want them to click on a specific link, sign up for your newsletter, or even make a purchase.

When a user takes one of the predetermined actions, it’s called a “conversion.” Your website “converts” a user when they take one or more actions you want them to take. 

man holding laptop and phone

Types of Website Conversion

There are many types of conversions. Often, there are many conversions a user may take before reaching the ultimate conversion, which is usually making a sale. The goal of all conversions is to drive website visitors further down the sales funnel.


Micro-conversions are small actions that visitors take on your website. These conversions usually require little commitment. You’ll usually have several points on your site where a micro-conversion is suggested or required.

Micro-conversions include:

  • Exchanging an email address for a newsletter signup or free download
  • Watching a video
  • Clicking a link
  • Creating an account
  • Signing up for a free demo
  • Putting an item in a shopping cart
  • Looking at a specified number of products/pages

Micro-conversions serve to move visitors to macro-conversions. Some micro-conversions are necessary steps before reaching a macro-conversion, while others aren’t necessary but can be helpful. 

For example, users may need to create an account to make an order. They usually won’t have to sign up for a newsletter, but the newsletter may convince them to make a purchase.


Macro-conversions are the ultimate goal of your website. These usually involve some sort of purchase. Depending on the nature of your product, a macro-conversion may be contacting you or signing up for a free demo. 

If your product requires a large commitment, such as a SaaS product for businesses, then signing up for a free trial may be considered a macro-conversion.

It’s essential to minimize the macro-conversions on your site. While you can have many micro-conversions, too many macro-conversions can be confusing and may lower your conversion rates across the board. 

man touching laptop with website conversion on screen

Conversion Rates

The formula for figuring out conversion rates is relatively simple. You take the number of times a specific action is completed over a certain period and divide it by the total number of visitors for that same amount of time.

You can monitor conversion rates for single conversions or overall. Both metrics can help you determine what is and isn’t working on your website.

While it may seem low, a reasonable conversion rate is between 2% and 5%. Even a percent growth can dramatically increase your website’s success.


Tips for Improving Website Conversion

If your website isn’t converting the way you’d like it, the good news is that several strategies can help you improve conversion rates.


More points of conversion aren’t necessarily a good thing. When people have too many choices, they’re less likely to make a decision. You shouldn’t have too many macro-conversions, as your visitors may be confused about what they should do. Instead, make it clear what actions they need to take.

If customers need to fill out a form, such as to subscribe to a newsletter, keep it as short as possible. If you require too much information, they may get frustrated or even suspicious and leave.

Develop an Effective Sales Funnel

You can’t expect visitors to just automatically make a purchase after perusing your landing page. Instead, you need to create a sales funnel to guide users through the buying process and meet them where they are.

Start by creating helpful content that isn’t focused solely on selling your product. This content can help create trust and move your visitors further along the funnel. Save the selling for those who are closer to making a purchase.

Social Proof

90% of people read reviews before making a purchase, especially if it’s costly or requires a commitment. There are a few strategies for sharing social proof with your visitors. For example, you can put reviews directly on your site, especially if you can get some testimonials.

You can also link to other places online where you’ve gotten reviews, like Yelp.

Pop-Ups Can Be Effective

Pop-ups can be a bit of a toss-up. Some users find them distracting and even annoying. However, they can be effective if you use the right pop-up with the right type of offer. 

Pop-ups work best when there’s an offer attached. For example, you may offer a percentage off on a product. You could also offer a free trial or a free download of helpful content.

A/B Testing

A/B testing can give you valuable insight into what is and isn’t working on your website regarding conversion. You’ll need to create two or more versions of an element you want to test, such as a landing page with a pop-up and another without. 

You can then see if the pop-up is effective at generating conversions. Just remember only to test one element at a time. Otherwise, it’ll be difficult to evaluate each component accurately.   


Making Your Website Convert

No matter how great your website is, it isn’t working for you if it doesn’t convert. Remember to keep your website focused and simple so users will take the actions you want them to take. 

If you want to ensure that your website is living up to its utmost potential, Emod Marketing is happy to help you figure out exactly what your site needs to help turn your visitors into customers.

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