What Is Conversion Efficiency? Why It Matters?

Conversion efficiency is a measure of how well a website or website page converts visitors to achieve the different outcomes or objectives required by marketers.

We will look at different forms of objective in a moment, but typically they involve conversion to a lead or sale or a change in perception about a brand or its products.

In some cases, the outcome is simply connecting the site visitor with the information they need. For example, a consumer might want to research a holiday online, but prefer to book it in store or over the telephone.

Conversion efficiency is a challenge, because we see on many websites that conversion rates are low (typically less than 10% for new site visitors).

We also see that bounce rates are often high for individual pages > 50% indicating that page content, site proposition or the product offering isn’t suitable for the visitor, or that the visitor is in the wrong place, it is poorly targeted traffic.

Most discussion of web design naturally tends to focus on the homepage. But, for companies who are running a lot of online marketing campaigns and in particular SEM, improving the effectiveness of the different pages deeper within the site is vital to getting returns from these campaigns. So this prompts the question, which factors make for the most effective landing page.

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