In terms of SEO, conversion refers to turning a website visitor into a customer or, more broadly, getting that visitor to take a desired action on a website. The specific action can vary based on the website’s goals and include anything from purchasing to signing up for a newsletter.
There are two types of conversions. The first one is Macro-Conversions which primary goals like e-commerce sales, subscription sign-ups, or service bookings. Second is Micro Conversions, which are smaller steps that may lead to a macro-conversion, such as a user signing up for an email list or creating an account on an e-commerce site.
Conversion Rate is a crucial metric for many businesses. It’s calculated by dividing the number of conversions by the total number of visitors and multiplying the result by 100. For example, if an online store had 100 visitors and 5 of them made a purchase, the conversion rate would be 5%.
To optimize conversions, there are several things you can do, such as:
Effective CTAs guide users toward taking the desired action, whether signing up, buying, or any other goal.
Tailoring landing pages to match the search intent and providing clear, compelling information can boost conversions.
Reviews, testimonials, and security badges can increase a user’s confidence in completing a conversion on your site.
In essence, while SEO primarily focuses on increasing organic visibility and driving traffic, the end goal for most websites is to convert that traffic into tangible results. Effective SEO strategies should consider not only traffic quantity but also traffic quality and the potential for conversions.