You’re probably immediately asking yourself the question: How can it be said that conversion rates don’t matter when they’re the number one driver behind every online marketing strategy? Relativity has the potential to raise Internet marketing to the next level when it comes to conversion rates, and a relative attitude toward, rather than the accepted average of, conversion rates should be applied to achieve a greater benefit. If a visitor performs the desired action, then you have a conversion.
Such a question works against perceived wisdom, but let’s make some considerations:
- Your Conversion Rate Relies Solely On Set Goals And Visitors
- Your Conversion Rate Decreases If Your Visitors Increase
- Eliminating Low-Quality Traffic Increases Your Rate
- You Can Achieve Higher Conversion Rates By Using Marketing Models That Emphasize Repeat Purchases
- Different Calls To Action Affect Conversion Rates Differently
- Some Products Are More Popular Than Others
- Conversion Rates Are Boosted By Seasons, And Special Offers
- A Typical Conversion Rate? There’s No Such Thing
Does all this evidence point to conversion rates not being relevant?
This article is not saying that you should forget about conversion rates – what it is saying is that what matters is how you interpret your conversion rates. Your relative conversion rate i s what matters.
For a real world example, a business recently added a new traffic source. Despite the fact that conversion rates went down, sales went up. It was only via controlled A/B/n split testing that it was recognized that the true conversion rate rose by almost 41 percent. This is a perfect example of how conversion rates should be used and correctly interpreted. Read more…