What does Conversion Mean?

New to the world of online advertising and ecommerce? An important word to learn is conversion. By understanding what conversion is, you can assess your online campaigns more accurately.

When a visitor comes to your website, you may have different objectives than the next site. Maybe your goal is to get someone to donate something, fill out a form, sign up for a newsletter, or buy your product. That precious click that submits that information or complete that sale is the moment your visitor converts from browsing your site to completing your preset goal!

To improve your site's conversion goals, it's important to TEST! Watch the traffic on your site to determine a baseline for your site's traffic. Then set up A/B tests that test one new change at a time for a specified period of time.

Watch your traffic and sales or email signups or whatever conversion you are testing to see if B variable makes a difference. Carefully testing your site to your new and existing customer base allows you to see what your visitors really want to see in order to convince them to follow through. This could mean anything from bigger or smaller product photos, free shipping, or detailed product information.

The only way you'll know for your site is to test. And then test some more! Makes your site more effective and improve YOUR bottomline.

Read an article on Old Navy's ecommerce changes designed to enhance their conversion AND their bottom line.